clarity is rarely a hallmark of a good marketing message. to say "up to 102.5%, and occasionally higher" might be accurate, but it's a clumsy marketing message.
what makes for a good marketing message is simplicity and the *appearance* of clarity.
"buy pepsi. get stuff."
that's a great message. simple and clear... even though it isn't really clear at all.
what kind of pepsi? what if i buy diet pepsi? or pepsi max? and what about other pepsi brands like sierra mist? is that included in the promo? and what about all the stuff i'm getting? what kind of stuff? bicycles? ipods? cars? refrigerators?
it's not a very clear statement, even though it appears to be. and it leaves many questions unanswered.
but it's a great marketing message.
advertising a VP progressive as having "up to 102% payback" is simple and understandable, even if it may not be entirely accurate. since the average joe thinks paybacks couldn't possibly go higher than 100%, it's a pretty darn good marketing message in that regard.
then again, if payback is advertised as being "up to 102%," why should i settle for anything less? i'll just sit the action out till it gets up to 102% and then hop on. that's the problem with advertising "up to 102%."
who would want to play something that hasn't achieved it's advertised potential?
why give your customers a valid reason to NOT buy your product?
--- In vpFREE@yahoogroups.com, Rob Singer <rob.singer1111@...> wrote:
>
> It's not really being critical as much as how I prefer clarity.
