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.

In Defence of Advertising

Broadcast date: Saturday April 26, 2008

After thirty years of hearing “I hate advertising”, Terry’s springing to the defense of his industry. Will he argue that all advertising is great? No. But he will make a case that maybe, just maybe, it doesn’t suck as much as some people like to think.

This week, Terry O’Reilly tugs on Superman’s cape, he spits in the wind; more recently he was seen inquiring as to the whereabouts of the Lone Ranger. In this surly frame of mind, Terry makes the case of the defence of advertising in modern culture. By the magic of radio, he’ll show you what the world would be like… if advertising had never been born. Then he’ll take you on a tour, and show you why an ad-free world might not be the cultural paradise some might imagine.

The Strategy of Persuasion

How did General Isaac Brock and the great chief Tecumseh capture Fort Detroit in 1812- though outnumbered nearly two-to-one? The same way today’s brands nestle themselves in your brain: strategy. This week, Terry O’Reilly examines one of the most vital- and least understood- facets of the world’s $600 billion marketing industry.

He’ll explain the strategy that changed the fortunes of the Paris Metro, how the strategy of changing one word ignited one of the continent’s fastest-growing industries; and he’ll explain why “second place” in your mind can be the best place for some brands to reside.

Crowd Control

This week, Terry O’Reilly explores the evolving relationship between marketers and audiences, and how modern media have made audiences the product, and advertisers the buyer. While all art craves an audience: in the age of persuasion, ad-driven media exist for the purpose of procuring an audience, and delivering it to advertisers. Terry examines the business of audience research, and explains how studies of “demographics” and “psychographics”, are giving way to a new classification: social “tribes”.

Award in Edgewise

(Originally aired April 26, 2007)

Try Googling the phrase “Award-Winning”. Go on; we’ll wait. See? 71 million hits. Join Terry O’Reilly – wait- the “award winning” Terry O’Reilly – as he explores the persuasive power of those two little words in our culture. He’ll play- yes- award-winning ads, and examine the self-congratulatory side of our culture.

Episode 9 Advertisers as Censors

According to author C. Edwin Baker, “Advertisers, not governments, are the primary censors of media content… today.” Terry O’Reilly respectfully disagrees – and this week he’ll explain why. He’ll review the long relationship between sponsorship and censorship – from early Radio, to Hitchcock’s Psycho, through the more recent woes of radio jock Don Imus. Do advertisers really decide what you should see, hear, or think? And if they don’t – who does?

We’ll review the decision of Lowe’s Home Building Centres to pull their sponsorship of “Big Brother 9” after a remark about “retards” by one of the contestants. We’ll talk about Ed Sullivan refusing to televise Elvis’s hips, his curbing of the Stones’ lyrics for “Let’s Spend the Night Together”, and his attempt to soften the Doors’ “Light My Fire”.