High Tech Marketing Buzzwords – What They Really Mean
NEW – Different color from previous design
ALL NEW – Parts not interchangeable with previous design
EXCLUSIVE – Imported product
UNMATCHED – Almost as good as the competition
FOOLPROOF OPERATION – No provision for adjustments
ADVANCED DESIGN – The advertising agency doesn’t understand it
IT’S HERE AT LAST! – Rush job; Nobody knew it was coming
FIELD-TESTED – Manufacturer lacks test equipment
HIGH ACCURACY – Unit on which all parts fit
DIRECT SALES ONLY – Factory had big argument with distributor
YEARS OF DEVELOPMENT – We finally got one that works
REVOLUTIONARY – It’s different from our competitors
BREAKTHROUGH – We finally figured out a way to sell it
FUTURISTIC – No other reason why it looks the way it does
DISTINCTIVE – A different shape and color than the others
MAINTENANCE-FREE – Impossible to fix
RE-DESIGNED – Previous faults corrected, we hope…
PERFORMANCE PROVEN – Will operate through the warranty period
MEETS ALL STANDARDS – Ours, not yours
BROADCAST QUALITY – Gives a picture and produces noise
HIGH RELIABILITY – We made it work long enough to ship it
NEW GENERATION – Old design failed, maybe this one will work
CUSTOMER SERVICE ACROSS THE COUNTRY – You can return it from most airports
UNPRECEDENTED PERFORMANCE – Nothing we ever had before worked THIS way
BUILT TO PRECISION TOLERANCES – We finally got it to fit together
SATISFACTION GUARANTEED – Manufacturer’s, upon cashing your check
MICROPROCESSOR CONTROLLED – Does things we can’t explain
