Special pricing

The first chapter of Marketing without Advertising is about the distressing extent of deceptive advertising as a reason that much advertising is so ineffective.  People don't trust advertising.  If it is interesting that the public views advertising with a curious eye.

One of the current offenses is airline advertising.  Several airlines are advertising rates that are particularly low because they don't include airport fees.  This is especially deceptive when it comes to international rates because the airport fees can exceed 15% of the price of the ticket.

It is not uncommon in standard American advertising to exclude sales tax in the price of a product or service. Most often consumers know their local sales tax, but not always. This is inherently deceptive because sales tax varies in ways that consumers can not compensate for, such as absence of a tax on take-out food but not on eat-in food in some states. 

The airline omission of airport fees is much more serious because consumers (1) don't know when an airline has omitted the fee and when it hasn't. (2) has no way to know what airline fees are and (3) airline fees are always applied...there is no way to avoid the on the part of the consumer.

Deceptive advertising is typical short range marketing thinking.  It attracts the ignorant customers to the false lower prices and keeps away the more competent customers who are generally more loyal to a business. 

It also makes all consumers more leery of all advertising which is why the advertising industry is short sighted in permitting deceptive advertising.

Comments

[Edward Dizzys]

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[Janet Brewer]

Closely related to the deceptiveness of airline advertising is the deceptiveness of auto rentals (at least at airports). I just rented a car with an advertised rate of $38.99 per day. The rental company tacked on an additional $20 of undisclosed fees for "concession recovery fees", "tourism assessment fee", "rental customer facility fee", something called a "TAF fee" (3.5%), and an 11.11% charge that just was called "Fee". So my $38.99 car ended up costing $59.29.