Why I Would Never Buy a Car From a Company That Uses Fast Talker Radio Ads
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I'm sure you've heard them too. You're driving to work in the morning and the car sales ads bombard your radio. It sounds like a super-great deal. You can get a brand new 2012 blah-blahmoblie for only ninety-nine dollars down and ninety-nine dollars a month. Then at the end of the ad comes the unintelligible, fast-talking disclaimer that very few people, if any, could possibly understand. So, you decide to go to the car dealer, and you discover, that what the disclaimer said at the end was that the ninety-nine dollar down deal is only if you have a credit score of 800 or better, and the ninety-nine dollars a month only applies for the first three months, and it's actually a reduction of the monthly payment that gets added across the board to the rest of your payments. Of course, now you are the car salesman's captive audience, and he isn't planning to let you go until you sign on the dotted line and drive off the lot.
Now, you have buyers remorse, because you bought a car you didn't really want for a price you couldn't really afford and after the three months of low payments are over, you're zapped with a payment of three hundred dollars a month, give or take.
Another deceitful (in my opinion) advertising practice that car dealers use in their radio advertising is the "3-day money back guarantee." Maybe it's a reality for some dealers, and it is what it says, but one car dealer that I visited in the not too distant past told me that their "3-day money back guarantee" works like this.............You buy a car, you drive it off the lot and it depreciates instantly. You bring the car back because you didn't like it, and their guarantee only allows you to trade the car in on another car and your trade in value is now the depreciated value of the car, not what you actually paid for it.
Also, many of these super low-price advertising deals are not for you to buy a car, they are for you to lease a car, and the super low deals might be for a short-term lease of only twenty-four months. I thought about leasing a car one time, and when I actually sat down with the salesman and discussed the cost, I discovered that after 12,000 miles each year of driving, they were going to charge an additional 15 cents per mile. I calculated that I would be paying almost at least an extra $500.00 every year if all I did was drive back and forth to work and never went anywhere else. If that was in the radio ad disclaimer, I certainly was not able to decipher it out of their fast-talking ad demons.
So, now I have made my new policy that I will NEVER even visit a car dealer's establishment if they use fast-talker radio advertising disclaimers, because I think they are deceptive and cruel to the consumer. I also think that it should be a violation of federal advertising laws to even use this type of advertising. So, next time you think about buying a new car, make sure you get the facts before you walk onto the dealers lot. Don't rely on what you heard on the radio as being the whole truth. I imagine if you check out their website, the same disclaimer will probably be there, but you'll probably have to search for it, and the print will probably be so time that you'll have to read it with a magnifying glass.
"7) High-speed legal disclaimers
If you have to put 10 seconds of legal copy in a 30-second ad, and that legal copy has to be read by John Moschitta, Jr., then maybe you shouldn't be doing radio. No one can understand it anyway, it's madness". Source: http://advertising.about.com/b/2011/03/03/my-top-10-radio-ad-beefs.htm:
It's very disappointing to me that it is such a hassle to find a reputable car dealer that doesn't try to deceive people into visiting their establishment. Probably the best way to avoid this, is to ask friends and/or relatives that have made a recent vehicle purchase for references to a reputable dealer. Best of luck on your next vehicle purchase, and if you have an experience with a deceptive dealer, please don't hesitate to write a Hub about it.
The Faster They Talk, the Finer the Fine Print Is
The Faster They Talk, the Finer the Fine Print
The faster the fast-talker in the advertisinig is talking, the more likely it is, that what is contained in the fine print are things that are not advantageous to the final consumer who is going to buy the product. It's just like the fine print in written advertising dislosures, because car dealers count on the likelihood that the consumer will not read the fine-print disclosures. Many people, who if they did read the fine print, would probably walk away from the deal when they discovered that what they thought was a really, really good deal is actually a really, really bad deal.
I don't mean to imply that all car dealers are shady, but there certainly are probably more shady car dealers than there are shady surfboard or skateboard dealers. It's so bad now, that there is even a campaign underfoot to get "plain English" back to being the norm in radio advertising (and other media too). Not only is the fast-talking strategy bad, but most other strategies car dealers are using these days to get customers into their delaerships are nearly as bad, if not worse.
How many times do you get an ad in the mail that comes in what looks like a hand-written envelope (which of course it isn't, really), with a note inside that looks like it is also hand-written (which of course also isn't), with another "hand-writteen" sticky note attached, that is signed by someone who just writes their first name (like they are your good friend), encouraging you to stop into the dealership. So, they lie to you to get you into the dealership, where they can tell you more lies to try to get you to buy a car, and then put all the legal disclosures in print so fine that you'd have to be wearing +5 reading glasses to be able to actually decipher it. So, now they want you to sign on the dotted line, so you can take delivery of the car you didn't want to buy, and that you probably didn't need, for a price more than it's worth, at an interest rate that you can't affford. So, who you gonna call?? Ghost Busters ain't gonna help you now pal. You done been suckered. Of course, their asses are covered, because if you didn't read the disclosure, it isn't their fault. If you signed on the dotted line, it means that you agreed to all the mumbo jumbo, and now the car and they car payments are yours, Thank You Very Much.
So, Thank you Barak Obama and House of Representatives for saving all of the shady car dealerhsips in the United States. You want my opnion..........Oh, you don't............Tough.....I'm givinig it to you anyway. I think GM, Chrysler, and Ford should have all been left to crash and burn. They brought on their own misfortunes by continuing to make cars that Ameicans' don't want to buy, and then mislead us from the get-go into buying them anyway. Thank You Very Much. Another reason why Obama should have never been elected in the first place!!!!
Resources for Car Shopping
Resource Consulted While Researching This Article
- Local advertising strategy gone terribly wrong - Stephen Gates Blog
Plain English Campaign is an independent group fighting for plain English in public communication. We oppose gobbledygook, jargon and legalese. We fund ourselves through offering plain English editing, plain English training and the Crystal Mark Sche
- Fine print - Wikipedia, the free encyclopedia
- My Top 10 Radio Ad Beefs
Image courtesy of Mtungate Radio advertising can be great. In fact, it can be fantastic. Just take a look at Luke Sullivan's blog and check out his
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