"The â€˜Blue' menu-driven display guides you easily through the programming and operation," it states in the ad. "Audio prompting helps you to know â€˜for sure' when you make a program change. The â€˜Blue' series shows the fewest numbers of keys at any given time, helping avoid confusion by the user."
Consultant York was taken aback by the ad at first.
"White-Rodgers is our primary brand of thermostats," he confessed. "When I first glanced at the ad, I did not recognize it as promoting thermostats. Once you spend a little time with it, it is OK."
Fellow consultant Donnici was confused by the color scheme of the ad.
"When I first saw it, I thought it was an ad for some blue pipe sealer or liquid leak detector."
However, he did read the ad - which, again, is what advertising is supposed to compel readers to do.
For more information, visit www.easiest-to-use.com.
Publication date: 12/12/2005