T-Mobile Shrinks Your Bills
An Independent’s Day According to its website, www.BillShrink.com is “an independent service providing unbiased and personalized recommendations to save you money.” From what I can tell, BillShrink is like Consumer Reports, but focuses exclusively on cell phone plans, credit cards, and gas prices. Recently, T-Mobile started running prime-time television ads that encourage viewers to visit BillShrink.com for a “mobile makeover” (see the ad above). The underlying message of the ad is simple: T-Mobile provides the best value for your cell phone dollars, and an independent website proves it. It’s Not Us, It’s Them This type of advertising is not new. The auto industry is filled with ads touting cars as winning awards from Motor Trend and JD Power & Associates. Restaurants tout their Zagat ratings, and movies advertise critics’ reviews. The reason we see this type of “don’t just take our word for it” advertising is because it has proven to be effective. And the reason that it’s effecti...