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Really Stupid Commercial

Discussion in 'The OT' started by JM Anthony, Apr 27, 2006.

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  1. JM Anthony

    JM Anthony Child of the 60's DBSTalk Gold Club

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    So my favorite on the Seattle airwaves these days is a Lasik commercial from a center that will charge you no more than 50% of any verifiable offer from another competitor. If I remember right, they make it even more stupid by saying they'll give you a couple hundred smackers if they can't back up their offer.

    First of all, these are your eyeballs they're talking about Lupe and I want the cheapest eye surgeon about like I want the least expensive heart specialist!! :lol: And then throwing money your way when they're talking about discounted service that's only going to run a few hundred bucks from the bargain basement shops is just simply insulting to anyone's intelligence.

    Anyone got any that are worse out there????

    John
     
  2. Stewart Vernon

    Stewart Vernon Roving Reporter Staff Member Super Moderator DBSTalk Club

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    While not as dangerous as the commercial you're talking about!

    I always thought that car commercial where you see from the point of view of a black&white security camera, and there is an announcement "someone has parked their YYY automobile in a loading zone" and then everyone in the store scrambles to leave.

    I know they are *trying* to say their car is so popular that everyone has one... but what *I* see is a whole bunch of stupid people who can't remember where they parked!

    Think about it... there can't be more than a few loading zone places at that store, so could there really be a whole storeful (like 20+) of people who really can't remember if they parked in a loading zone?

    Sounds like their car is marketing towards the intelligence challenged!
     
  3. dpd146

    dpd146 Godfather

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    Not dangerous but hilarious (to me and my gutter humor) is the Shell Rapid Lube slogan.....

    "If You Love It, Lube It"

    Well said Shell :D
     
  4. DonLandis

    DonLandis Hall Of Fame

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    Gosh you folks are so gullible at times! You really don't understand the concept of advertising in this fashion. Fact is they are banking on exactly your reaction! Now you set yourself up for the old bait and switch for the very reasons you cite. The technique actually works as the spot is designed to get people who normally would pass on by on something like elective surgery, which Lasik certainly is.
    Understand there will be a group of people who wouldn't otherwise consider the procedure due to a perceived upfront cost but now just may consider it for the bait cost and once they are in the door, the ad did it's job. Now the doctor has the task of switching you to the real deal and he convinces you to spend a comfortable sum per patient for his practice. The whole process is designed on a volume increase total profit quantity, not a % margin. With a procedure like Lasik, the doctor has a fixed cost that is billed every time he does the procedure. It's like a royalty so that goes with each procedure. Then he has certain fixed costs of his business to include the ad he runs, the rent the staff etc. The more business the less these costs are per treatment. In any medical procedure, you will not get a substandard service if the cost is less. No practice will tell you that the way they can afford to give you the procedure at half price is because the guy doing it is in an OJT program. Also, you may want to read the mouse type disclaimers in the ad. It just probably says exams, followup treatments and other procedures are not included. This is usually where the bait and switch enters the picture. So How do I know this? I've done a few of these types of commercials, including one for Lasik at a high volume center. Yes, they do work. Maybe not for you because you are too smart and would rather have the price all inclusive stated upfront than a la carte. Maybe not for you because somewhere you have convinced yourself that the way they can afford to do it for these prices is because they don't know what they are doing. Far from it! But the reality is the service is quite good, the end results are never perfect as they are never perfect in the higher priced centers. But the success rates are often better in high volume due to the great amount of experience they have. Another consideration is this- Would you rather go to a high volume doctor who has had 3000 procedures experience or a doctor who charges a bunch but only has experience of 40 procedures? That is just another way of looking at it. But I'm sure you would never consider a doctor's experience as you judge him solely by the price he charges, right? :)

    Just remember this when you see an ad spot that looks outrageous. It is just designed to get you in the door or call the business. Therefore bait and switch is generally the name of the game here. And often the low prices quoted in an ad are disclaimed in fine print you usually can't read that markets the product or service that is "parted" from the generally sold packages.


    One of my pet peeves is the oil change centers that use the oil change and filter as the bait. Usually a small sign on a stand along the road. $9.99 says the sign, plus a FREE* 10 point safety inspection. So I go in and am fully aware of the gimmick, I think. They do the oil change in a few minutes and then begin the safety inspection. Here's the deal-

    $9.99 for the oil change Plus the FREE* safety inspection that is in the fine print on the sign that says *no charge as long as you agree to let us correct all safety failures. OK, so I signed the ticket to let them begin the oil change "special" Then the guy comes in and says- your serpentine belt is worn and we need to change that. Doesn't matter the mfg recommends it be changed every 60,000 miles and it was just done 10,000 miles ago. It has a slick wear indicative of 10,000miles on the edges so he wants to put a new one on and asks me for permission to do the change for $75 parts and labor. I refuse and they bill me for the $9.99 oil change plus the fine print safety inspection at $12.95. Also makes me sign a waiver of liability that I selected not to have the repairs done that they recommended. This is a classic bait and switch, all legal, and done throughout the nation everywhere, including major car dealers. The practice is considered pervasive.
     
  5. Danny R

    Danny R Goblin the Pug DBSTalk Gold Club

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    there is an announcement "someone has parked their YYY automobile in a loading zone" and then everyone in the store scrambles to leave.

    I know they are *trying* to say their car is so popular that everyone has one...


    Hehe... I think the only person who is challenged intellectually here is you.

    You totally misinterpreted the commercial. What I saw wasn't that everyone has that type of car, but that everyone wanted to see what that new model type of car looked like, and thus rushed out to go and see it! I'm pretty sure the voiceover supports that interpretation of the commercial as well.
     
  6. Laverne

    Laverne Guest

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    Or how about ... "When you love nips, it shows!" -- Nabisco Cheese Nips
    !rolling


    I think John just has something against bad marketing! :lol: (Although I can't say I blame him.. :nono2: )
    Remember this? ;)
    Marketing Miscues thread
     
  7. DonLandis

    DonLandis Hall Of Fame

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    DannyR
    I agree with you as that was how I interpreted that one myself and when I read the other post, I thought, next time, I need to pay closer attention to that one to see if there was something I missed. :)
     
  8. tomcrown1

    tomcrown1 Hall Of Fame

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    the dumbest comerical is Dr sholls. the one were one gets hurt and the person sit their and takes it saying Iam just gelling. Dumb I will not by Dr Sholls .
     
  9. DonLandis

    DonLandis Hall Of Fame

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    "I think John just has something against bad marketing!"

    Laverne- I think you meant bad advertising, not marketing. Bad Marketing would be if a business chose to run a Yellow Pages ad when their business may have better been represented by a direct sales approach. I made that mistake when I first started a business. The bad marketing decision I made targeted the exact wrong type of customer. I pulled my ad from the yellow pages after my year was up. I re-ran it in a trade journal to my industry's professionals. I went from zero leads all year to several a week! That was bad to good marketing but the ad was the same!
     
  10. Laverne

    Laverne Guest

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    I was just using John's original word from his other thread he started last year. (See the link in my previous post. ;))
     
  11. Buffalo Bill

    Buffalo Bill AllStar

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    My vote goes to the new VW commercial where the two idiots in the car are yammering away and not paying attention to the road and subsequently broadside a truck. The airbags deploy, they both get out unscathed and say "Holy S". Cut away to the damaged car. Okay, message sent: if you are a driver who doesn't pay attention to the road, buy a new VW and save your hiney with airbags. Yow.

    Oh, and I agree on the Lasik. Had it done 8 years ago and paid a bundle. But it was to my long time eye doctor and I wasn't about to skimp on that sort of thing. I am amazed at the people that look for bargains on something that could mess up their eyesight if not done properly...:nono:
     
  12. Geronimo

    Geronimo Native American Potentate DBSTalk Gold Club

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    I am going to takea slightly different position. I certainly don't buy medical or other professional services solely on price but I have no problem with competent professionals competing partially based on price. I think that one reason that costs in certain professions are so high is that such professionals traditionally will not discuss price at all.
     
  13. JM Anthony

    JM Anthony Child of the 60's DBSTalk Gold Club

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    I don't mind attention getting commercials. Twenty years or so ago, we had a certifiably crazy car dealership owner who had this funky mustache, really long, stringy hair, and a big sledge hammer. He also had this wild, infectious laugh. Put that all together along with a new car and what do you have??? About 20 seconds of mayhem, broken glass flying every place, and one heck of a mess to clean up!!!

    Don, I appreciate your insights on the marketing game. The psychology is interesting and you're right that the name of the game is to get to mark, err customer to take the first step. I just get a kick that people are (or at least suspected to be) that gullible.

    I don't know if any of you have sat through marketing pitches for vacation club membership. If you haven't, sit through one, not to buy anything but to listen to the pitch and see what's going on with other people in the room. If you're at all interested in the psychology of sales, it's a real trip!!

    John
     
  14. Stewart Vernon

    Stewart Vernon Roving Reporter Staff Member Super Moderator DBSTalk Club

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    Actually... even if I have missed the mark on what the commercial was trying to say, that is their mistake and not mine. After all, they want to sell me their product, so if I don't "get" what they are saying, then they missed.

    It's like telling a joke that no one gets, and you have to explain it... it isn't funny. If the commercial goes over the customer's head, then you lost a customer.

    I still stand by my interpretation though... but I do admit I hadn't thought of it that way, so perhaps that is the intent of the car maker.

    Oh, and they missed on yet another point because I still can't remember what car is being advertised their... so even though I remember the commercial, they haven't done anything to make me think of their product.

    Now... on the flip side... I don't drink... but several of the beer manufacturers have a good knack for advertising. Budweiser has many memorable commercials and I remember the product even though I've never tried it and never intend to! I also know quite a bit about Guinness from their animated commercials. On the non-alcoholic front, those "Red Bull gives you wings" commercials sit in my brain too.
     
  15. Danny R

    Danny R Goblin the Pug DBSTalk Gold Club

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    It's like telling a joke that no one gets, and you have to explain it... it isn't funny. If the commercial goes over the customer's head, then you lost a customer.


    On the other hand, there are always those in the audience that... no matter how well told a joke might be, just don't "get" it. Is it the fault of the joke teller or perhaps a problem with the listener? *lol*

    Just playing with you.

    Oh, and they missed on yet another point because I still can't remember what car is being advertised

    On that you have a point. Almost all car commercials are a blur for me and I can only positively identify a brand with one or two. Probably the exception are the Zoom Zoom ones, and my absolute favorite, the Volkswagon synchronicity commercial:

    http://www.dcubed.com/dan/jetta.html
     
  16. Stewart Vernon

    Stewart Vernon Roving Reporter Staff Member Super Moderator DBSTalk Club

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    I know you're just picking at me, but I actually have a serious reply too :)

    I agree that sometimes the audience might be dense and not "get" the joke... but even if it is a dense audience, since they pay the bills... which would you rather be, the "poor" comedian who was so smart that nobody got his jokes and wanted to see him? Or the comedian that the audience got his jokes? :)

    While semi-annoying... those recent "VW is in da haus" commercials where they "un-pimp" some shmuck's "tricked out" car... those are almost funny and I do remember the brand they are talking about.
     
  17. Steve Mehs

    Steve Mehs Hall Of Fame

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    What's a commercial? :D

    God Bless DVRs! Commercials suck, advertisers are wasting their time and money on me. I FFwrd over all that crap. As for paying attention to the commercials while fast forwarding, 99% of the content I record is HD, commercials are in 4:3 for the most part, I focus on the black bars on the side while I'm fast forwarding.

    Budweiser Super Bowl commercials are entertaining and I do remember quite a few of them going back to the frogs, but what’s the point, I hate alcohol. I remember Verizon’s ‘Can You Hear Me Now’ commercials, they’re not my cell phone provider, the Dell Dude, well I don’t like Dell. That Pizza Hut commercial with the bimbo dancing, sure I like Pizza Hut, long before the commercial, but whatever it was advertising I probably never ate since I only like cheese & pepperoni pizza. Even if I do pay attention and remember your BS, I most likely will not buy it.
     
  18. Stewart Vernon

    Stewart Vernon Roving Reporter Staff Member Super Moderator DBSTalk Club

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    You know... when those commercials started, I remember telling people that IF I had bought a Dell, I would take it back and demand a refund because of those commercials!
     
  19. GeorgeLV

    GeorgeLV Godfather

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    I've never seen that type of car commercial here in Las Vegas. But then again we have characters like the Chopper who has parlayed his bizarre salesmanship into a reality show on A&E. ( http://kingofcars.com/ )
     
  20. ntexasdude

    ntexasdude Hall Of Fame

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    The "Dell dude" got caught with some wacky tabacky and was promptly axed.:lol:

    Being a Dish subscriber, one thing I can't stand is their incessant commercials about themselves. How easy it is, how cheap it is, how much better than cable it is and blah blah blah. They even advertise their own stupid "how to" channel 100. With cable you get to see all the corny local commercials, with satellite you get to see their endless and shameless self promotion.
     
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