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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
About Duracell commercials, are the selling points exaggerated? |
Like this one commercial where they go into discussion about how Flight for Life in Denver uses Duracell batteries in their essential equipment, is that a good selling point or is it exaggeration of the fact that they use that particular brand. Doesn't one think that regardless of how long a battery lasts, that for such critical equipment that the batteries would have to be changed often? Sure, probably. So called puffery has long been accepted. Companies are going to paint their products in a favorable light. But if you look closely, many times it is the viewer who is making assumptions. I don't watch commercials anymore since the DVR revolution, but I would bet that Flight for Life Denver does indeed use Duracell batteries (and for allowing Duracell to mention this, they may also have been compensated in some way), but I would also bet the ad didn't say that only Duracell could handle this job, that Duracells lasted longer in this application than Everreadys, or that all sensitive health equipment worldwide is routinely powered by Duracell batteries. These assumptions may be made by the viewer, leading him/her/you to think 'Wow, Duracell's the best, I should buy those.' But everything they said was no doubt true. There may also be fine print disclaimers at the bottom of the screen - look for those next time you see the commercial. To my mind those kinds of endorsements may well be the result to Flight For Life being given Duracell batteries in exchange for the testimonial. But maybe I am being a bit cynical. Alkaline batteries are in my mind pretty much the same quality regardless of Brand--which is why they have to have such a big advertising budget. And yes I'm sure the EMTs test batteries often as well as having back-ups http://www.verbatim-europe.com/includes/... check out the FAQs on page 2--I infer that alkaline batteries are all the same and all last longer than zinc carbon batteries |
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