Laba bantu baxoshwa ku-General Public, Isikhathi Esikhulu.
Ukukhangisa kufanele kuhlangabezane nezindinganiso ezithile zokuziphatha. Akuvunyelwe ukudukisa ngokusobala, noma ukutshela amanga aqondile. Futhi isikhathi esiningi, leso simiso sisebenza kahle. Kuzibusisa lapho kufanele kube khona, futhi ngezinye izikhathi, izikhungo ezinjenge-FTC, noma i-UK Advertising Standards Authority zigcina izinto zihlola.
Kodwa-ke, amanga agxuma emaphandleni. Ngesinye isikhathi, icala lingabekwa ngokucacile emahlombe klayenti, owatshela ulwazi lwe-ad agency olungelona iqiniso.
Ngezinye izikhathi, kungaba ukukhulumisana kabi, noma ukukhohlisa okuqondile. Nazi izibonelo ezingu-10, ngaphandle kwe-oda elithile, lezo zikhathi zokukhangisa zazama ukudonsa uboya phezu kwamehlo wonke umuntu.
1. I-Apple iPhone 3G - Ukuphindwe kabili njenge-Fast, Half the Price
Ngonyaka ka-2008, i-Apple yakhipha inguqulo entsha ye-iPhone yayo, futhi yenza izimangalo ezimbili ngamagama ayisithupha okwenza isizwe sonke sihlale siphinde siqaphele. Yebo, i-iPhone 3G entsha ibuyele kabili ngesivinini sayo esandulele, futhi iphonsa isigamu okuningi. Amazing! Futhi ... akuyiqiniso. Ungalokothi uvale.
Amakhasimende akwa-Apple abike ngokushesha aphonsa izingcingo, isivinini esisheshayo, nezinye izinto eziningi. Lokho kwenza "kabili ngokusheshisa" kudinga ukukhohlisa. Kwabe sekukhona intengo. Imali yokuqala engu-$ 399 yehlelwa ku-$ 199, Kodwa, kwakukhona ukudoba; inkontileka yezinkontileka ezineminyaka emibili ubudala. Abameli baka-Apple baphuthuma ukukhomba ukuthi kuzodingeka ube yisiwula ukukholelwa ukuthi izikhangiso ziyavuma. I-Apple akakaze yenze lezo zicelo futhi.
2: I-Enforma "Ukuzivocavoca eBhodini." - Yehlisa isisindo ngaphandle kokudla noma ukuzivocavoca
Noma ubani owakutshela ukuthi ungakwazi ukulahlekelwa isisindo ngaphandle kokulungisa ukuthenga kwakho kwekhalori nokuzivocavoca ubukhulu buyama-flat-out. Ngakho-ke, ngawo-1990, lapho i-Enforma ingenisa umdlali we-baseball uSteve Garvey ukugqugquzela ama-fat trapper "ama-supplements" okudla amafutha, abantu ngokwemvelo bayenqaba ukukholelwa, akunjalo?
Akulungile.
Sifuna njalo indlela elula. Uma udumo lusitshela ukuthi kunesinqamuleli sokulahlekelwa isisindo, kuhle, kufanele kube yiqiniso! Babengeke baqambe amanga. Kwakuyizinto ezimbi, kanti i-FTC yathatha uSteve Garvey enkantolo. Kodwa-ke, balahlekelwa icala njengoba inkantolo yokudlulisela icala inqume ukuthi wayengekho icala lokukhomba izimangalo azitshelwe ukuthi ziyiqiniso. Kodwa icala lenziwe ngendlela yokuthola imithetho emisha okwenza kube yinto engekho emthethweni ukuba odume benze izitatimende zamanga ekukhangiseni.
3: I-Hoover Vacuums - Thenga i-Vacuum, Thola izindiza ezimbili zamahhala eziya e-USA
Bathi ukuthi uma okuthile kubonakala kuhle kakhulu ukuba kungabi yiqiniso, kuwukuthi. Kodwa abantu abafunda umncintiswano omncane esihlalweni se-Hoover, emuva ngo-1992, abatholanga ukudoba. Ingabe lokhu kwakuyi-$ 1,500 yokuhlanza i-vacuum? Ingabe lo yi-sweet sucked gold-plated? Cha, lo mkhiqizo wawungakholeki kodwa kuyiqiniso - uchithe i-£ 100 kumuntu ohlanza umshini wokuhlanza, futhi uthole izindiza ezimbili zamahhala ezivela e-UK kunoma yikuphi eMelika. Yiqiniso, umphakathi jikelele waqaphela lokhu kwaba ukweba, kanti uHover wathengiswa ngesikhathi sokurekhoda.
Le nkampani yaqaphela ukuthi yayenze izibalo ezimbi kakhulu, ngakho-ke yanquma ukudonsa umkhuba obi nakakhulu ukulandela ukukhuthazwa okwakungabonakali. Kungathumela abathengi emgqeni wezilwane, bagcwalise ifomu ngemuva kwefomu, baze bagcine beyeka.
I-charade yayingalungile, iPhalamende laseBrithani langena, kanti i-Hover yabiza iHoover ngaphezu kwama-£ 48 million ($ 60 million).
4: Ukusabalala kwe-Nutella - impilo kanye nengxenye yokudla okulinganiselayo
Uma ngabe uke wazama ukusabalalisa kwe-Nutella, uzobona into ngokushesha uma ihlasela ulimi lwakho; Kuyinto emangalisayo okumnandi. Lokhu kusakazwa kwe-chocolaty okumnandi kungaba kanjani yingxenye enempilo yokudla komuntu? Yebo, ayikwazanga. Okungenani, yilokho okuyizinkulungwane ezingu-3 million zokuhlala eziqunyiwe.
Inkinga ngokukhangisa ukuthi ibonisa umama omatasa ukhetha i-Nutella njenge-snack yasekuseni ephelele (uma ekhonjiswa ngesinkwa esiningi noma okusanhlamvu okolweni). Inkinga, ingxenye kuphela enempilo yokudla kwasekuseni yiyona "isithako" esingesi "Nutella". Isithako esikhulu sikaNutella ushukela, kulandelwa amafutha esundu, bese kuthi ama-hazelnuts ne-cocoa. Isikhangiso singase sathi, "Ngithanda ukunika ingane yami isilwane sesinkwa kanye ne-Snickers ibha yokudla kwasekuseni."
5: I-Skechers Shape-Ups - Ngena ku-Shape Ngokuhamba Konke
Ama-Skechers akhipha izibhamu ezinkulu kulolu. Balethe uKin Kardashian enkampanini yemithombo yezenhlalo ngaphambi komkhankaso. Bakhiqize isikhangiso sezinkulungwane ezigidigidi ezidonswa ngesikhathi se-Super Bowl ka-2011. Baphinde badonsa amagama amakhulu okudlala njengoKarl Malone, uWayne Gretzky noJoe Montana. Umlayezo wawucacile - ukhohlwe ukuvivinya umzimba, vele uhambahamba nge-pair of Skechers Shape-Ups futhi maduze uzoba nesimo esihle.
Isimangalo siphelele ukugqama. Futhi lezi zikhangiso zazigcwele amanga amakhulu ukusekela lesi simangalo esicacile. UKim Kardashian akazange angene ngendlela ayegqoke ngayo ngokugqoka u-Shape-Ups. Kwakudingeka wenze okungaphezu kokuthi "ubophe izicathulo zakho kuphela." Futhi izifundo zokwelashwa ezikhulunywe zazingu-cherry-ezikhethiwe ukuze zisekele ukulandisa okungamanga. Ngemva kwesikhashana, abathwali bezicathulo baqaphela ukuthi babethelwe ukuhamba. Kwamenyezelwa ukukhokhelwa kwezigidi ezingu-40 zamaRandi, futhi abantu abathengi izicathulo babe nelungelo lokubuyiselwa imali.
6: I-POM Enhle - Ukukhohlisa Ukufa
Yebo. Ukukopela ukufa. Lokho kwakuyinhloko yesikhungo sesikhangiso futhi umcabango wabacwaningi wayezothengisa okuningi isiphuzo segromegranate. Futhi kungani? Phela, ngubani ongafuni ukuhlala phakade ngokuphuza amabhodlela ambalwa kagesi?
Ngokusobala, isikhangiso sigxuma ngokwejwayelekile "ukuphrinta imingcele", futhi iya ngqo eqondile futhi eqamba amanga. I-POM Emangalisayo ayengeke ivimbele noma ubani ukukopela ukufa. Nokho, amanga ayengacatshangwa ukuthi yinkinga. Kunalokho, nakuba kwakusobala ukuthi akulona iqiniso, kungenza abantu bacabange ukuthi isiphuzo sinezinzuzo eziningi zezempilo, futhi lokho kwakubhekwa njengokukhohliswa yi-ASA. Isikhangiso sithathwe.
I-7: Classmates.com - Abalingani Bakho Abafuna Wena
Amasayithi afana ne-Facebook ne-LinkedIn athandwa kakhulu ngoba avumela abantu ukuthi baxhumeke emhlabeni wonke. I-Classmates.com inikeze uhlobo olufanayo lwe-"phuma futhi ubathinte" isevisi ... kodwa ngentengo.
Ukukhangisa akutshele ukuthi othile, owayefunda naye ekilasini, wayekufunayo. Kodwa ukuthola ukuthi ubani ofunda naye, kufanele ubhalisele ubulungu begolide. Yiqiniso, ngemuva kokubhalisela igolide nokufaka imininingwane yekhadi lesikweletu, kwabonakala ngokushesha ukuthi akekho owakunifuna nhlobo. Kwakuyizinto eziphelele zokuthengisa ubulungu benyanga. I-Classmates.com kwakudingeka ifake ngaphezu kwama-dollar ayizigidi ezingu-10 ku-settlement.
8: Khulisa Ukuthuthukiswa Kwamadoda - Thatha Izithako, Khulisa Usayizi Wakho
Izindaba zesibukhulu. Futhi okusho ukuthi u-Extenze, kanye nokhulumela wayo uJimmy Johnson (okusobala ukuthi kuhloswe ukuthi kwenzeke) akwenziwanga ezindlebeni ezizithulu. Izikhangiso zithi ama-Extenze supplements "ayeboniswa ngokwesayensi ukwandisa ubukhulu bezingxenye ezithile zomzimba wesilisa."
I-FTC inqume ukungena, ngoba ulimi aluzange luthi "kungenzeka" noma "kungenzeka." Qha, lezi zinto zazizosebenza ngokwesayensi, futhi azizange zisebenze. Futhi emva kwesikhathi esiningi enkantolo, u-Extenze kwakudingeka akhokhe imali engu-R6 million emangalelweni wesenzo sesigaba sokukhangisa.
9: Amavithamini Amanzi - Phuza lokhu, kukuhle kuwe
Sonke sixhumanisa amavithamini empilweni. Futhi kungani besingakwazi? Amavithamini, kungakhathaliseki ukuthi athathwa njengama-supplements noma ingxenye yokudla noma isiphuzo, zibalulekile ekuphileni. Ngalolo logic, isiphuzo efana ne-Vitamin Water kufanele ibe kuhle kuwe. Kungokoqobo ukuhlanganisa izithako ezimbili ezibalulekile zokuphila - amanzi, namavithamini. Ukwengeza lokho kusho ukuthi "kuzokuqinisa isimiso sakho somzimba omzimba" futhi "ukusiza ukulwa nama-radicals mahhala" futhi unesiphuzo esisodwa esinempilo esiphezulu. Kodwa njengoba kuvela, liyigama elihle kuphela. Kuyinto enye isiphuzo esiphundu, ngebhasi elijwayelekile elinama-calories angu-120 nama-gramu angama-32 ushukela.
I-Coca-Cola, abenzi be-Vitamin Water, bakuthola kungavamile ukuthi abantu bacabanga ukuthi i-Vitamin Water yayinempilo. "Akekho umthengi ongase akhohliswe ngokucabanga ukuthi iVithamini Water yisiphuzo esinempilo," kusho okhulumela iKoca-Cola. Ngokushesha ngemva kwalokhu, bahlehlisa u-$ 9 million.
10: I-Gum - Ukufuna Le Gum Ibulala Amagciwane
Ukuphefumula akuyona into yokuziqhenya. Ukuthola ukuthi ukuhlafuna ucebe lwami kwakuzoqeda ukuthi kwakungumculo kulabo abathengi ngo-2009. Kodwa kwakukhona inkinga eyodwa encane. I-gum ayizange ibulale amagciwane.
I-gom, ebizwa ngokuthi i-Eclipse, yafakwa njengomkhiqizo "obulala amagciwane abangela ukuphefumula okubi." Kwaze kwaba negama lesithako - MBE. Kodwa i-National Advertising Division yahlola kulo mshini wemilingo, futhi ayikwazanga ukuphindaphinda lokhu kuziphatha kwegciwane. UWrigley kumele athathe isimangalo esikhwameni, futhi ukhokhe imali engu-R6 million.