Frontiers and Boundaries

Broadcast Date: May 31, 2008 (Originally aired in April of 2007

It’s no surprise that a lot of today’s Ads would never have aired in our parent’s time. But guess what? Many Ads from the past would never be tolerated today. This week Terry O’Reilly explains how Advertising is a kind of time capsule: reflecting the tastes and tolerances of a given time. And how quickly those tolerances can change.

Selling War

A century ago, when a nation called, men came running. Today, men and women need a reason why they should wage war. This week, Terry examines the complex, changing, relationship between persuasion and war. He’ll look at ways advertisers mobilized to help Canada in two World Wars, how the impromptu “Christmas truce” of 1914 endangered the ‘idea’ of World War I, and he’ll examine and the fascinating variety of advertising approaches nations use to recruit soldiers today.

The Myth of Mass Marketing

It was ad giant Fairfax Cone who said “there is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” “Mass Marketing” allows advertisers to reach millions of consumers at once- but at a cost. The greater the audience, the ‘cooler’, more distant, and less personal the relationship between marketer and consumer becomes. Terry examines the power of the sort of one-on-one selling that turned the “Fuller Brush” company from a $75 investment to a multi-million dollar empire, and he’ll show creative ways advertisers find to relate to a “mass” audience, one person at a time.

Emotion

Take two baseball Hall-of-Famers- Ty Cobb and Babe Ruth. Baseball insiders lean towards Cobb as the superior all-round player, yet Ruth towers above Cobb in popular culture. Why? For the same reason brands win and lose marketing wars: victory goes to those who forge the strongest emotional connection with consumers.

This week Terry O’Reilly explains why so few advertisers use “facts” to build their brand, and why the best way to win a consumer’s business is through the heart. He’ll show how even low-interest products use emotion to build their brands, and he’ll explain how emotion has driven sales of a popular breakfast cereal for three generations.

It’s the Insight, Stupid

Broadcast Date: Saturday May 3, 2008. (Originally Broadcast in April, 2007)

Bill Clinton’s electoral victory of 1992 owed much to a four word phrase created by advisor James Carville: “It’s the economy, stupid”. It wasn’t an idea, or a slogan, but an insight. Join Terry O’Reilly as shows why an insight is at the heart of modern persuasion, and how insights fuel great ideas, art, and inventions.