Monday, May 26, 2008

Selling War

May 24, 2008

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.

Tuesday, May 20, 2008

The Myth of Mass Marketing

Saturday, May 17, 200

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.

Thursday, May 15, 2008

Emotion

May 10, 2008

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.

Monday, May 5, 2008

“It’s the Insight, Stupid”

May 3, 2008

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.