As easy as A B C

Just a little above conservatism. Not joyous, happy, exuberant, playful, excited or much of anything. It's pretty middle of the road this one.

It has a few pluses. The yellow tag branding, that's a good move, No color otherwise, their name sticks out and you'd probably read it or at obsorb it some how even if you just breezed by it.

It pushes on it's ease of use and how affordable it is. It is good money wise. It takes those who are certainly conservative with money and hits them write with conservative spending.

Oh, I might could spend that much on a car, maybe.

They play them right in, not looking for the big spenders (outside of businesses, conservative still but larger) they get the small change ones who will pay up for this but wouldn't buy a car outright.

Also good placement of something that isn't necissarily a 5 dollar word, it's used the same way - expense account. Best value on the expense account? Because everything else was extravigent? What makes it the best "value," what is being counted as "value?" Did the potential customer think about that? Not bloody likely, good thing eh.