Misleading Adverstising
Thread Starter
Joined: Sep 2001
Posts: 68
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From: good old blighty
Misleading Adverstising
Is it just me or does this grind a little!
At the age of 14 I decided I wanted to fly for a living (once i got the GCSE's and A levels out of the way). I started a course 4 years later in 1999 and have since gained my ATPL (Frozen still !) I now work for a commercial ground and flight training school, mainly in sales and marketing. (I do not wish to divulge which as I do not want to be perceived as biased in my views, I genuinly am not)
All this time I have been reading aviation related publications and keeping a watchful eye on the companies advertising, and what they were advertising.
Recently I have noticed one particular ad which promotes a ground course at a unbelievably low cost. On speaking to friends and colleagues, asking them simply "How much would you expect to pay for your course here?" after the initial disbelief at the price on the ad, they all said that was what they would expect to pay!
I asked them if they were sure, and then I pointed out the usual small print '*terms and conditions apply'
This advert was only for 1 module of training so double the price displayed immediately. Then there was no VAT included, so add the 17.5% and theres a more accurate guide to the price your going to pay!
Basically the ad acheived its aim of getting attention, it is therefore a good ad (even if it is for our competitors!) but why do companies find it necissary to hide the full course costs in this way?
The favourites are VAT &/or fuel not included! Others include - only the final/first landing is included in the cost (an average IR sortie maybe 3 approaches and a final full stop landing, do the sums!).
This strategy in keeping the initial advertised costs low works on some unwitting students. I certainly did not know all the questions to ask when I started looking for my flight school, and maybe fell foul to hidden costs. It is something I find frustrating and the company I work for do not do. I just wanted to draw this to the attention of anyone making the decision on which school to donate their hard earned cash to!
Remember the cheapest school on the outset does not always end up that way, but, expensive does not always mean better!
Please read the small print, because it doesn't always do what it says on the tin!
At the age of 14 I decided I wanted to fly for a living (once i got the GCSE's and A levels out of the way). I started a course 4 years later in 1999 and have since gained my ATPL (Frozen still !) I now work for a commercial ground and flight training school, mainly in sales and marketing. (I do not wish to divulge which as I do not want to be perceived as biased in my views, I genuinly am not)
All this time I have been reading aviation related publications and keeping a watchful eye on the companies advertising, and what they were advertising.
Recently I have noticed one particular ad which promotes a ground course at a unbelievably low cost. On speaking to friends and colleagues, asking them simply "How much would you expect to pay for your course here?" after the initial disbelief at the price on the ad, they all said that was what they would expect to pay!
I asked them if they were sure, and then I pointed out the usual small print '*terms and conditions apply'
This advert was only for 1 module of training so double the price displayed immediately. Then there was no VAT included, so add the 17.5% and theres a more accurate guide to the price your going to pay!
Basically the ad acheived its aim of getting attention, it is therefore a good ad (even if it is for our competitors!) but why do companies find it necissary to hide the full course costs in this way?
The favourites are VAT &/or fuel not included! Others include - only the final/first landing is included in the cost (an average IR sortie maybe 3 approaches and a final full stop landing, do the sums!).
This strategy in keeping the initial advertised costs low works on some unwitting students. I certainly did not know all the questions to ask when I started looking for my flight school, and maybe fell foul to hidden costs. It is something I find frustrating and the company I work for do not do. I just wanted to draw this to the attention of anyone making the decision on which school to donate their hard earned cash to!
Remember the cheapest school on the outset does not always end up that way, but, expensive does not always mean better!
Please read the small print, because it doesn't always do what it says on the tin!
