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BUY TWO AND SAVE!!!!
BUY TWO AND SAVE!!!!
A couple nights ago I developed a cough which hampered my sleep. The problem was I had no cold medicine in the house so I just had to deal with the cough.
So, on my way home last night, I stopped at the store to pick up my "cold and flu season provisions", Nyquil and Thera-Flu.
When I got there, they had an end cap set aside exclusively for those items and I started making my selections. I located my Nyquil on the bottom shelf and started looking through the selection of the different sizes and flavors, when something caught my attention and I couldn't believe my eyes. There, on the bottom shelf, I found the single 10 oz bottles of Nyquil regularly priced at $5.49 apiece, and beside them was a two pack of what seemed to be the same bottle - imprinted with 'BUY TWO AND SAVE!' - for $12.49.
I quickly did the math and realized that one would be paying about $1.50 MORE by purchasing the 'BUY TWO AND SAVE!' pack than by buying two of the single bottles. Not only that, but there was only one 'BUY TWO AND SAVE!' pack left on the shelf, next to an entire row of the singles.
"Well, they must be bigger bottles", I thought to myself - so I reached down and grabbed the lone, remaining pack and started comparing the two-pack to the single bottle...
Bigger bottle??? No.
Extra strength??? No.
Cherry Flavor??? No.
Decoder ring??? No, nada, zip.
Exact same bottle, exact same medicine, everything exactly the same, except the more expensive two-pack had written on it 'BUY TWO AND SAVE!'. I couldn't believe my eyes. Not only was the advertising deceptive, it appeared, because of the missing product on the shelf, that people had just read the advertising, and without thinking for themselves, just bought the more expensive stuff BELIEVING that they got a bargain.
This has to be the most successful advertising strategy since adding the word "repeat" on the shampoo bottle!
2/19/2006 10:57 am
And I thought we were the only ones that stopped, thought and did the math. I am amazed at how often the two for or three for deal isn't! Ah well you can look around and see all too many cases of people going for sound bites and slick advertising. Have fun!|