Our industry is in a quandary over how to advertise to be competitive and yet maintain a degree of honesty. Meanwhile nearly all advertisers subscribe to the belief that "The first liar doesn't stand a chance." Advertisers are "discounting" to a degree I've never seen before. Back in the day, there were FTC rules that an item or service had to be advertised for a regular price for a certain period of time before it could be "on sale" at a reduced price. These rules obviously have been discarded because constant sales get more outrageous all the time.
Empire Today® began advertising carpet at various discounts that got to the point of being ridiculous. I saw an ad the other day, "Buy one room, get two rooms free." Then I saw a commercial for Joseph A. Bank, the suit merchant, that offered, "Buy one, get 3 free." This was followed by an internet merchant (can't remember the name) offering a 90% discount. I couldn't make this stuff up. 90% off! Does anyone believe this?
These commercials are about as honest as the guy selling watches in the alley next to Tiffany's in NYC. Once upon a time, used car dealers had an exclusive on fabrication in advertising. The field has broadened to include just about everyone who advertises. What has caused this? Beside the lack of any kind of FTC regulation, the multiplication of ad outlets on TV have no doubt offered the platform. Thirty second spots for a few dollars are the vehicle.
A network news show anchor suggested that listeners go to an established "brick and mortar" store to look at an item and get all of the details on how it works. Then she said to go on line and shop for the best price. That bit of sage advice leads me to think it must be the internet that has made everyone so conscious of "getting the best price" on anything we buy even if the best price is inflated beyond recognition. Does anyone ever investigate the "regular" price?
Variations of this advertising phenomenon are spreading around the globe.
Sign seen at a Pub in Ireland:
Buy 1 Pint of Guinness for the price of 2 and get the second one free.
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