20 replies to this topic

[Ogier]

Hi all,

I suspect one or 2 of you are subscribed to Alpine Electronics Australia's newsletter.
Was anyone else interested in saving 70%^ off selected products?
I thought this could make a good Christmas present to myself and I was a little excited and hopeful.

Did anyone wonder what the ^ meant in "70%^ "?

Here's a screen capture of Alpine's advertising email and the order form.


I worked out that the ^ is the attempted disclaimer that says "we can say anything we want, misleading or otherwise, as long as there's an asterisk, only we won't use an asterisk because everyone knows that an * means there's some marketing BS and to simply ignore the advertisement."

Turns out that one example of the 70% off is a $699 saving on an RRP $999 amplifier, but only if you buy it in a package with another $999 component.
So final price is $1299 with a saving of $699.
Now if I was saving 70% from $1998, I'd expect to pay $599, not bloody $1299. The saving is actually 35% but they think they can advertise this as a 70% saving.

Is this a false and misleading advertisement?

The best offer they have is buy 1 item for $999, get a second for free. That's a 50% saving - still not touching their advertised 70% saving.
But, according to their logic, this is a 100% discount! Why didn't they advertise 100% instead of 70%. that second amplifier is absolutely free !


The fine print in the order form & website was "5) Reference to saving is based on reduction from the suppliers individual recommended price of the product included in the offer"
What that SHOULD read is that the saving is based on the price reduction being attributed to a single product in the offer.

So this means that I can sell my car for $1^.
^Car is offered as a package with 1 bottle of Car wash. The pacakge price is $13,000.



and here's another example on Alpine's website:

Quote

PDX/Type-X Pro System - SAVE 70%

Purchase the PDX-F6 amplifier and SAVE 70% off a pair of SPX-17PRO Speakers!

RRP $1998

NOW $1299

I'm considering complaining to ACCC and/or the Australian Advertising Standards Bureau.

I know I'm offended by Alpine's misleading advertising. Am I being silly about it, or do you agree with me that advertisers should be accurate and not misleading and that Alpine is misleading in this case?

Opinions appreciated.

Oggy.

[RAD]

To me it seems misleading. If their going to sell it as a package, then say how much you save as a package, not an individual item.

[justdofit]

The caret ^ symbol was simply used because the asterisk * was already in place indicating another disclaimer (i.e. the general terms and conditions for the offer). The type of symbol used doens't designate any particular type of disclaimer attached and is usually just a character that would not form part of general copy or headline.

In advertising it's common practise to emphasis the maximum possible benefit provided to the customer. This example is one of the more creative ones, but is explained in the provided disclaimer, and as standard practice would/should have been cleared by legal:

Quote

"^70% Saving is off the recommended retail price, and applies to the PDX-F6 + SPX-17PRO pack and PDX-M12 + SWX-1243D pack. Saving is 70% off the purchase price of SPX-17PRO and SWX-1243D for each respective pack and saving is based on the discount from the recommended retail price."

Legality aside, in my personal opinion this artwork flies very close to being perceived as deception and the possible damage to the advertiser's reputation may outweigh the benefit of an increased number of leads generated by stating a 70% saving rather than a more realistic maximum 50% saving.

This is assuming of course that the intended target audience is capable of 8th grade math. It all depends on how the marketing department evaluates their lowest common denominator? And on reflection they may be on the money? E.g. spent any time in a box mover recently and overheard the questions asked by the customers to the 18yo salesperson? - and/or - reference any of the 1000+ posts on the forums along the lines of "Opinions on an all alpine system with splits up front, same speakers in rear doors, 6x9s in rear shelf and 4 subs, looking to spend estimated $50tot not including shipping off ebay...". The 20% difference in savings may just fly under the radar for most of the customer base. The thing that confuses me is that this campaign is for the upper end of the product range (i.e. PDX / X-Type)...

The sad thing is that the savings are actually really good @ 23-50% per package, and these sorts of discounts in any other market would not require a "massage" to increase appeal. Unfortuneately this may just be another bi-product of the redicously competitve consumer electronics sector, caused by factors that are discussed at length almost daily on these forums...

I doubt the intention was to trick or confuse customers and is more than likely an overzealous marketing manager...^

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[Louie]

I don't think it's really misleading, just a bit messy. I have seen plenty of ads like this. Additionally, it doesn't say you get 70% off, it's up to, and I think that is what makes all the difference, as you are getting up to 70% off.

Edited by Louie, 16 December 2011 - 09:55 AM.

[aj2thec]

^ Gold star post.

[justdofit]

Louie, on 16 December 2011 - 09:54 AM, said:

I don't think it's really misleading, just a bit messy. I have seen plenty of ads like this. Additionally, it doesn't say you get 70% off, it's up to, and I think that is what makes all the difference, as you are getting up to 70% off.

Using that logic, why not quote "Up to 100% Off" as you get a set of SPX-17PROs for 100% off if you pay 100% retail for the first set?

Answers own question... ..."Up to 100% Off" is instantly recognisable as BS and 70% may just be the next highest saving (on an individual item).

Besides calculating percentages outside of 100%, 50%, 25% & 10% requires additional thought, by which time I'm on my way down to the local reseller ready to pay $600.00 for an amp and speakers. And get an awesome deal on a MRX-F30 and some SPS-610Cs ($598tot RRP), not quite a PDX-F6 and SPX-17PROs but I can't tell the difference once they're gaffa taped into the front doors of my fully sick commo... No harm no foul right?

[fnlow]

Yepp total BS, I think they have done this sort of thing previously as well. Totally misleading at best.

[Cide]

i gotta agree with Louie

[Big_Valven]

Louie, on 16 December 2011 - 09:54 AM, said:

I don't think it's really misleading, just a bit messy. I have seen plenty of ads like this. Additionally, it doesn't say you get 70% off, it's up to, and I think that is what makes all the difference, as you are getting up to 70% off.

THIS.

I would be seriously re-assessing my priorities if an Alpine sale managed to offend me. Are there not much more important things in life to (not) worry about?*

*By sumbitting this post, Big_Valven takes no responsibility for your feelings, no matter how hurt they may be.

[justdofit]

LOL, it's not offensive. Just interesting (most likely only to those that work in the advertising industry)...

[Marc ♫]

Aside from the fact I believe you are taking this all way too seriously, particularly if a sale from a major company offends you, I think you are simply looking too far into it.
If you knew Alpine as a company and how they represent themselves, their products and conduct themselves in business, you would understand that they would never intentionally mislead their customers (both retail and wholesale).

What this is, is simply good marketing. They've found an angle that will certainly grab attention (as it did in this case), is above board and explored it. It is not misleading, nor is it inaccurate.
It is not the same as the store that has "closing down sale" plastered across seven years in a row. That is misleading and would certainly be a case for the ACCC.

Having spoken with the General Manager of Alpine Electronics Australia this morning regarding this very promotion I completely understand their approach and praise them for being proactive in driving sales in an industry where others' are simply sitting around hoping orders will come in.

Enjoy the sunshine (or put that 4 channel amp in - (from your signature))

[Ogier]

I did receive a reply from Alpine - they think they aren't misleading. I think they are - heck, as said, you can save up to 100% on that BOGOF offer - so they were wrong to say saving up to 70%.

But I also agree that it's not as misleading as other examples of truely dodgy tactics.

I was annoyed because I had a hope to buy that $1k amp for $300 and was disappointed that I would first have to spend $1k to qualify for the subsequent discount.
And I'm sure I could find it far cheaper at street prices instead of RRP.

Yep, I think I'll be skipping any new products and just working on installing that 4 channel. FYI it's an Alpine

[sean]

Almost every sale on TV or radio says 'up to a certain percentage off' these days, usually with some mention of excluded products like ones already reduced or on sale. I'm surprised some people have never noticed the 'fine print'!

[fuddbutter]

Car audio is all about the marketing these days.. it's no longer about the passion..

[268669♫]

who really cares that much, buy or dont buy, move on.

Ant