Advantages of the Consumer: Subtle Cons of Advertisement

Perhaps one of the most amusing things I've learned in my experience as an advertisement builder is how creatively some people play with words to sell just about anything and I do mean anything. I've often times felt sorry for the person who might read such advertisements and be fooled into spending their hard earned cash on something not worth it's marked price. Therefore I'd like to even up the scores with a few examples of how some ads will try to fool you.

Car lots are probably among the most cunning when it comes to taking advantage of the consumer. You never can be too sure just what you're getting. That's not to say used cars are a poor investment; on the contrary they can be quite economical if you know how to look for one and what to watch out for. One of the most common tricks a used car lot will utilize is the roller-coaster pricing. For example one week a car may be priced at $4,995 and the next week it'll go up to $5,995. The basic trick is that the watchful consumer will confront the dealer with "It was $4,995 last week", then the dealer can simply suggest, "Would you pay $4,995 for it?"; this tactic makes the consumer feel like they've made a deal when in fact they're just agreeing to the original price set down by the dealer. The roller-coaster price is a way for dealers to get the attention of consumers who are thinking about a certain car and just not sure yet. It's best to always check an almanac of used car values before you hit the lot; know how much the car is actually worth and then decide if you're getting a deal or not. Sometimes the price stays consistent and it's just the sale that changes. A car is on sale for Father's Day at $5,995; It's then on sale for Summer for $5,995; Then it's marked down to $5,995 for the annual 4th of July sale; I rest my case. Another thing to watch out for is car descriptions; what's really being said about that car? I have the perfect example; a certain salesperson I know went to a used car lot to take photographs of the vehicles they were going to advertise that week. The dealer had his employees literally push the car into position to be photographed because the transmission was going bad. When the ad ran, the car was described as having "Low miles" as the selling point; well no wonder it had low miles, the darn thing couldn't go anywhere. This same car lot later refused to have a picture taken of their "Manager's Pick of the Week" car because of the body damage (it had been involved in a wreck and sold to the lot for parts) so they instead ordered that a picture be taken off the Internet of that car's make and model with the tag-line under it "Other models available" and a big "sold" tag marked over it. Gender is a big deal when it comes to buying a car. The sad truth is that a car dealer generally assumes a woman won't understand anything about cars and is an easy target. Regardless of gender it's always a good idea to research the vehicle you're after but it never hurts to bring along a valuable second opinion.

Real estate is another tricky business, an ad that states something along the lines of "A little tender love and care can make this a first time home buyers haven" sounds a bit fishy. This type of tag line can often mean "A new coat of paint and a first time buyer won't know the difference". Homes for rent will often have lists of selling points but be careful how you read them, "New carpet, kitchen appliances, and hardwood floors" doesn't necessarily mean everything is new; it's most likely that only the carpet is new. Personal investigation is a much when buying or renting a place to live. Make sure you check out the area in the day and in the night to see what kind of neighborhood it's in. When looking at apartments, see what the average cost of rent is; when you see one that's $200 cheaper, it might not be so much a deal as it is a case of "you get what you pay for" I recommend looking of local apartment reviews online. The less complaints filed the better and be especially wary of apartments where reviewers claim to feel unsafe.

A picture's worth a thousand words and then some, be careful how you read a photo featured in an advertisement. If you see a disclaimer that says something along the lines of "Picture used for illustration purposes only" it might mean that the original picture for the ad didn't come out right and a last minute replacement was necessary; or it might mean that the actual picture might not be appealing to the consumer at all. Be wary of photographs that don't reveal much or are only showing something partially; it might indicate that there's something worth hiding.

The more you know, the better equipped you'll be when it comes to finding that certain bargain but be aware that not all deals are deals. Not all ads are scams nor are all dealers out to get you but those that are can be extremely hazardous especially when it comes to major financial investments such as cars and homes. Don't ever let a dealer or Realtor rush you; if it's a limited time offer, or a deal that won't last; remind yourself to relax and trust your instinct when making decisions that will greatly affect you.