THE WORDS
“AS LOW AS” & “UP TO”
IN AUTOMOBILE ADVERTISING

“AS LOW AS”

THE ADVERTISEMENT ABOVE STATES
 BUY FOR AS LOW AS $16,999

THIS MEANS THAT THE DEALER
USUALLY HAS SEVERAL REBATES
YOU MUST QUALIFY TO RECEIVE
 TO BE ABLE TO BUY FOR
AS LOW AS $16,999
See “HIDDEN REBATES”
 in Automobile Advertising

“AS LOW AS”
MEANS IF YOU QUALIFY FOR ALL
OF THE REBATES YOU CAN BUY
THE VEHICLE FOR $16,999

IF YOU DO NOT QUALIFY FOR
ALL OF THE REBATES
YOU WILL PAY ADDITIONAL FOR
EACH REBATE THAT YOU DO
NOT QUALIFY TO RECEIVE.

THUS THE TERM
 “AS LOW AS”
BECAUSE MAYBE THERE IS
 SOMEBODY WHO QUALIFIES FOR
ALL OF THE REBATES AND
THAT PERSON CAN BUY THIS
VEHICLE ADVERTISED FOR
AS LOW AS $16,999
BECAUSE THEY QUALIFY.

“UP TO”

SAVE UP TO

$15,000 OFF  M.S.R.P. *

* MSRP = Manufacturers Suggested Retail Price

THE ADVERTISEMENT ABOVE STATES
SAVE UP TO $15,000 OFF M.S.R.P.

THIS MEANS THAT THE DEALER
USUALLY HAS SEVERAL REBATES
YOU MUST QUALIFY TO RECEIVE
TO SAVE $15,000 OFF MSRP
See “HIDDEN REBATES”
 in Automobile Advertising

“UP TO”
MEANS IF YOU QUALIFY FOR ALL
OF THE REBATES YOU CAN SAVE
UP TO $15,000 OFF M.S.R.P.

IF YOU DO NOT QUALIFY FOR ALL
 OF THE REBATES YOU WILL GET
LESS OF A DISCOUNT FOR
EACH REBATE THAT YOU
 DO NOT QUALIFY TO RECEIVE.

THUS THE TERM
“UP TO”
BECAUSE MAYBE THERE IS
SOMEBODY WHO QUALIFIES FOR
ALL OF THE REBATES AND THAT
PERSON CAN SAVE UP TO $15,000
OFF M.S.R.P. BECAUSE THEY QUALIFY.