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Age of Persuasion – CBC Podcasts
Alle als (un)gespielt markieren ...
Manage series 2518900
Inhalt bereitgestellt von Terry O'Reilly CBC. Alle Podcast-Inhalte, einschließlich Episoden, Grafiken und Podcast-Beschreibungen, werden direkt von Terry O'Reilly CBC oder seinem Podcast-Plattformpartner hochgeladen und bereitgestellt. Wenn Sie glauben, dass jemand Ihr urheberrechtlich geschütztes Werk ohne Ihre Erlaubnis nutzt, können Sie dem hier beschriebenen Verfahren folgen https://de.player.fm/legal.
For the CBC shows that fall through the podcast cracks.
…
continue reading
70 Episoden
Alle als (un)gespielt markieren ...
Manage series 2518900
Inhalt bereitgestellt von Terry O'Reilly CBC. Alle Podcast-Inhalte, einschließlich Episoden, Grafiken und Podcast-Beschreibungen, werden direkt von Terry O'Reilly CBC oder seinem Podcast-Plattformpartner hochgeladen und bereitgestellt. Wenn Sie glauben, dass jemand Ihr urheberrechtlich geschütztes Werk ohne Ihre Erlaubnis nutzt, können Sie dem hier beschriebenen Verfahren folgen https://de.player.fm/legal.
For the CBC shows that fall through the podcast cracks.
…
continue reading
70 Episoden
Todos os episódios
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
The Emmy-winning TV series “Mad Men” is all the rage right now. The writing is remarkable, the Madison Avenue characters riveting, and it has been praised as being true to the early 60s period it depicts. As with any show that begins to work its way into pop culture, it is slowly becoming regarded as an accurate record of the advertising business. But is it? Join Terry O’Reilly this week as he analyzes the show, compares it to the real advertising world he works in daily, and searches for the Admen in Mad Men. http://thumbnails.cbc.ca/maven_legacy/thumbnails/AOP-madmen.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Brands aren’t just products on shelves. Brands are people, and places, and events, and moments in time: anything that leaves a distinct emotional impression. This week, Terry checks under the hood of a handful of fascinating brands, to see what makes them tick. One is the only ‘A’ list celebrity to survive the entire television age. One is an unforgettable era. Another is a cultural icon. And one may be the world’s most spectacular piece of real estate. Terry explains the magic of these mighty brands, and what makes them unforgettable. http://thumbnails.cbc.ca/maven_legacy/thumbnails/ageofpersuasion-remarkable__276990.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Terry O’Reilly is fond of noting, “there’s an opportunity hiding in everything.” This week he explores the way advertisers seize opportunities. He’ll explain why Nike chose to launch its latest Tiger Woods ad just as the golfer was drawing worldwide headlines during his return to the Masters; how a car brand turned a viral video into a marketing opportunity, and even how NASA manages to sneak a little brand building into the launching of its rockets. In this episode you hear how the viral video campaign by Blendtec founder Tom Dickson found some highly topical fodder for his blender. He’s known for blending stuff. Golf balls. Lightbulbs. A German-English dictionary. All to dramatically – and humorously – demonstrate the power of his blenders. Check out what he blended in this recent ad and the incredible Also on this week’s episode, Terry’s take on how Tiger Woods- and Nike- returned to public view after Mr. Wood’s storied personal misadventures. Judging by your response to the piece Terry wrote for the Ottawa Citizen about it, and on our Age of Persuasion Facebook page, it’s clear that a great many people are interested to hear that! http://a123.g.akamai.net/7/1/8753/1w/cbcstorage.download.akamai.com/8753/maven_legacy/thumbnails/AOP-opportunism2.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Attack ads have become the staple of political campaigns. Now negative advertising is gaining in popularity throughout the ad business. But do negative ads work? This week, Terry O’Reilly explores the attraction- and danger- of ads that take shots at rivals. He’ll show how some great campaigns are negative without seeming negative. And he’ll recall some notable negative campaigns that backfired. http://a123.g.akamai.net/7/1/8753/1w/cbcstorage.download.akamai.com/8753/maven_legacy/thumbnails/AOP-negatives.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
It’s not the sort of courage that makes headlines or history books: this week Terry O’Reilly tells stories of those in marketing who take risks- or make daring counter-intuitive decisions, despite immense pressure to take an easier route. He’ll tell the story of brands that swam against the prevailing current, including some who used their ads to help break social barriers. And he’ll profile a fast-food giant that sunk millions into a campaign to tell people how bad its product was. http://a123.g.akamai.net/7/1/8753/1w/cbcstorage.download.akamai.com/8753/maven_legacy/thumbnails/ageofpersuasion_20100504_Courage.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
It’s a popular myth among some consumers that advertisers hold some mysterious, hypnotic sway over them: manipulating their beliefs and spending decisions. Many advertisers, on the other hand, believe the power lies entirely with consumers, who can hobble the mightiest of brands with a rumour, or a single, viral video. This week, Terry O’Reilly follows the food chain of persuasion all the way to the top- to find out where the power really resides. And he’ll show you the chain of command within the ad business itself. http://podcast.cbc.ca/mp3/ageofpersuasion_20100426_31360.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Advertising is only meaningful if it’s pitching something you’re interested in. But advertisers can’t know what you’re interested in without learning something about you. That means information gathering- and that touches on the sticky issue of privacy. This week Terry explains why your personal information is so important to marketers, and how the new generation of consumers is more willing to surrender personal information than their parents. He’ll also take you on a tour down a data mine, to show how savvy marketers use customer information to improve customer service- and their bottom line. http://podcast.cbc.ca/mp3/ageofpersuasion_20110411_30621.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Just as there are oddballs in sports, the arts, and certainly in politics- there is no shortage of oddball campaigns in advertising. This week, Terry explains why oddball campaigns are so important to his trade. Not all rank among the all-time greats; not all scoop major awards. What they do was change the way people think about ads. Terry will tell the story of the controversial Benneton campaign of the 80’s and 90’s, and pay tribute to an ad giant who change the way the world thinks… about prunes. http://podcast.cbc.ca/mp3/ageofpersuasion_20100409_30521.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
A great ad can become a bad one when it’s out of context. Witness the billboard raising awareness of childhood obesity placed beside another for a fast-food giant. This week, Terry explores the importance of context in the craft of persuasion. He’ll show how great ad writers play with context to create memorable messages. He’ll explain why advertisers have come to relate to consumers in the context of a servant/master relationship, and how consumers punish marketers who stray bound those boundaries. http://podcast.cbc.ca/mp3/ageofpersuasion_20100321_29577.mp3…
Suppose you’re a marketer trying to sell a product with few or no discernible differences from rival brands. In advertising, that’s where the rubber hits the road. This week Terry explores “parity” products: “low-interest” products such as razors, detergents and toothpastes which, without marketing help, all seem alike. You’ll meet the ad pioneer who perfected “parity” marketing, and turned a failed toothpaste into one of the world’s mightiest brands. http://podcast.cbc.ca/mp3/ageofpersuasion_20100315_29193.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
When is an airline not an airline? Or a bottle of pop more than a packaged good on a shelf? When it’s an experience. This week Terry O’Reilly examines the new trend towards ‘experiential’ marketing- where consumers do more than buy a brand- they engage it. And he traces “modern” retail experiences (Starbucks, for instance- where attitude, atmosphere, sounds & smells combine to create a social experience) all the way back to department store pioneers Timothy Eaton and John Wanamaker. http://podcast.cbc.ca/mp3/ageofpersuasion_20100308_28852.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Ad giant David Ogilvy once wrote “the consumer is not a moron: she is your wife!” A few years earlier, Journalist H.L. Menchen wrote: “No one in this world, so far as I know, has ever lost money by underestimating the intelligence of the great masses of the plain people.” Who’s right? This week, Terry O’Reilly explains why “lowest common denominator” advertising is bad business- and why it remains agonizingly popular. http://podcast.cbc.ca/mp3/ageofpersuasion_20100225_28147.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
All ads are not alike. Not when you consider the ad ‘categories’ they come from. This week, Terry O’Reilly tours major ad categories- from automotive to confections, from fast food to banking: each with its own personality, rules and language. He’ll show how vastly different the tourism category is from, say, no-for-profit or sports marketing. He’ll show how ad categories can be big, small, fascinating, and, in at least one case, downright mysterious. http://podcast.cbc.ca/mp3/ageofpersuasion_20100224_28148.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
The word slogan- (which by the way, is a word ad people never, ever use) derives from the Gaelic “slaugh gairn”, meaning “cry of the host,” or “battle cry.” Slogans were once an advertising staple- the brief, pithy line that embodies a brand and its promise- from “A Little Dab’ll Do Ya” to “Trust your Car to the Man Who Wears the Star,” to- dare we say- “Canada Lives Here.” But nowadays, as Terry O’Reilly explains, the slogan is dying out, as major brands turn from words to sentiments, emotions and icons. http://podcast.cbc.ca/mp3/ageofpersuasion_20100209_27264.mp3…
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Age of Persuasion – CBC Podcasts
![Age of Persuasion – CBC Podcasts podcast artwork](/static/images/64pixel.png)
Search the words “Commercial Fail” on YouTube, and you quickly learn that advertising mishaps are funny, bizarre, and prolific. This week, Terry O’Reilly takes a break from his customary celebration of great advertising, and offers a tour of some of the great train wrecks of his industry. From Burger King’s disastrous “Where’s Herb”, to a lesser-known, and spectacularly unsuccessful margarine commercial featuring- yes- Eleanor Roosevelt. http://podcast.cbc.ca/mp3/ageofpersuasion_20100205_27096.mp3…
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