Merchandise Spotlight: Cordless Phones

Using its authority status in product rating, this cataloger placed one of the low-end phones in its “Best Tested” section.

Damark

Damark offered the Uniden phone, which—unlike the others—had no extra features. The visual presentation is confusing because while the larger picture shows only a handset, the inset shows a cordless handset with an answering machine. The copy doesn’t describe any product as having an answering machine for the inquiring customer. While the copy says the system has Caller ID, it doesn’t say how many numbers are stored. But for the low price of $129.99, many consumers may be attracted. Damark clearly emphasized price, as one of the prominent features is a yellow “Special Low Price” tag with a slashed-out price.