Summary
So I turned on my car radio, and the first thing I heard was the Shouting Car-Dealership Jerk. You know the one I mean. He sounds like this: "BELOW DEALER COST! MAX SNOTWICK FORD DODGE ISUZU CHEVROLET NISSAN STUDEBAKER TOYOTA IS SELLING CARS AT BELOW DEALER COST! WE'RE LOSING MONEY ON THESE CARS! WE HAVE TO MAKE ROOM FOR MORE CARS! SO WE CAN LOSE MORE MONEY! WE HAVE PROCESSED CHEESE FOR BRAINS! THAT'S WHY WE'RE SELLING CARS FOR BELOW DEALER. ..."
I immediately did what I always do when the Shouting Car- Dealership Jerk comes on: I changed the station. I will listen to anything - including Morse code, static and the song "A Horse With No Name" - before I will listen to those commercials, and I think most people feel the same way. So the question is: Why are they on the air? Why are car dealerships paying good money for commercials that people hate? My theory is that these commercials are not paid for by car dealerships; they're paid for by competing radio stations, which hope you'll switch to them.See the full content of this document
Extract
Hard-Sell Tactics Hurt Soft Heads
I developed a similar theory years ago to explain the infamous "ring around the collar" TV commercials for Wisk. Remember those? They always featured a concerned housewife who tried and...
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