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Propaganda: Is It Used in the Aftermarket

Automotive & HD Business Management Articles.
Bob Greenwood. May 23, 2013. ( over 4 years ago ) 583 views

Definition: In general, a message designed to persuade its intended audience to think and behave in a certain manner. Thus advertising is commercial propaganda. In specific, institutionalized and systematic spreading of information and/or disinformation, usually to promote a narrow political or religious viewpoint.

With this definition, taken from www.businessdictionary.com, it can be said the aftermarket engages in propaganda when it promotes a narrow point of view. One may even say this series of blogs is a type of propaganda, however, the point of view always expressed in these blogs is a propaganda that challenges the aftermarket to OPEN its mind to ALL views and not just one. Examples would be messages to take the time to participate in aftermarket educational functions and various aftermarket courses; invest back into your business with a planned strategy, evaluate your daily routines, etc. These messages do not name one, and only one, company/association saying they have the only answer, but refers to all information available to allow you to gather the facts and make an informed decision that’s right for you and your business. When only one view is expressed as “the end all, be all”, then that’s a propaganda message that brings negative connotations to the aftermarket.

Are dealerships using propaganda to the consumer? Absolutely! They are when they tell the new vehicle buyer that their vehicle must be serviced at the dealership or it will void their warranty. They never put that direct verbal statement in writing. They use disinformation to promote their point of view but we know their message is against the Federal Competition Act and that is why they don’t put it in writing.

This Act clearly states:

Purpose of Act

1.1 The purpose of this Act is to maintain and encourage competition in Canada in order to promote the efficiency and adaptability of the Canadian economy, in order to expand opportunities for Canadian participation in world markets while at the same time recognizing the role of foreign competition in Canada, in order to ensure that small and medium-sized enterprises have an equitable opportunity to participate in the Canadian economy and in order to provide consumers with competitive prices and product choices.

The dealership will deny saying this, yet the aftermarket hears it over and over from their customer/client base right across the country.

Everyone within the aftermarket must become cognizant of misinformation or distorted facts and ensure we take the time to study various answers or solutions so the right informed decision can be made for your business and your life.

Bob Greenwood


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