Why "sales event" instead of "sale"?

Question

Why "Sales Event" instead of just a "Sale"?
Years ago, auto dealerships would advertise "sales". A few years ago, the terminology changed to "sales event". Why did this change? Did some law or regulation change with regard to what auto dealers could legitimately call a sale or something?

I don't buy the answer that it's just better marketing. It seemed that suddenly, all at once, ALL auto dealers switched terminology away from "sale". That makes me think that a regulatory change is behind it. Can anyone confirm this either way?

Answer 1

All dealerships have cars for SALE everyday. and the word SALE is overused... People assume that if a business advertises a sale...that the items are going to be cheaper... but they don't have to be. The purpose behind any advertising that dealerships use is to GET YOU TO THE DEALERSHIP.. and everyone says they have a SALE going on. the reason for saying that it is a SALES EVENT is that they want you to think it is special, that it doesn't happen very often, the customer thinks it is a limited time. 2 days, 1 day event and that he should go there right away so they don't miss it. If they said a sale, people may think.. they can go tomorrow, or next week. BUT an EVENT!!! is special and they have to go on that day.
It is a sales strategy to get customers to the dealership.
Car companies were advertising employee discount prices for everyone. they would get the same discount on a car that the employees get... What they didn't tell anyone is that there isn't an employee discount on cars, they just pay less because they know what the car cost the dealer. and people can get the cars for the same price as employees 365 days a year, without a special program being advertised.

Answer 2

it just sounds better..
the idea of an "Event" will, in theory, draw a bigger crowd...it's basic PC and marketing...just like movie trailers now proclaim "it's the movie event of the year"