October 13, 2007

Why Do Marketers Lie?

My Father recently asked me, "Why do marketers lie?"

Good question.

I purchased ink-jet cartridges today. On the wrapper was this proclamation ... "#1 in reliability, Based on independent testing*"

Any time you see the dreaded '*', you know something is up.

Here's what it said, in very small print, on the side of the package (I changed the name of the company who produced the inkjet cartridge to 'company x').

"Based on average results of brands tested in the 2005 Inkjet Cartridge Reliability Study by QualityLogic, Inc. and commissioned by company x. Testing performed on Cartridge Model #1, Model #2, Model #3, and Model #4. Individual results may vary".

I purchased 'Model #5' and 'Model #6'.

So, the package tells me that the product I was purchasing was ranked #1 in reliability, based on independent testing.

The truth is that my product wasn't tested. Furthermore, the company I purchased the product from paid an independent company to do the test.

Which brings me back to my original question. Why do marketers lie?

2 comments:

  1. Maybe I'm being particularly cynical tonight, but I believe it's the same reason politicians do: Votes (read: consumers) aren't discerning. They vote / purchase based on the exteriors.

    There are honest marketers. I feel I am one myself. But like honest politicians, they sometimes seem to be the exception. As exceptional as a voter or consumers who is willing to dig below the surface of claims and promises.

    ReplyDelete
  2. Sorry for the typos. It's fatigue. I'm drinking nothing stronger than apple juice. ;-)

    What I meant to say:

    Maybe I'm being particularly cynical tonight, but I believe it's the same reason politicians do: Voters (read: consumers) aren't discerning. They vote / purchase based on the exteriors.

    There are honest marketers. I feel I am one myself. But like honest politicians, they sometimes seem to be the exception. As exceptional as a voter or consumer who is willing to dig below the surface of claims and promises.

    ReplyDelete