21 June 2010 -- Season 4: "Looking For the Admen in Madmen"
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.
Monday, July 26, 2010
Sunday, July 25, 2010
Season 4: "Ask Terry Some More"
June 11, 2010 -- Season 4: "Ask Terry Some More"
Why do commercials seem to play louder than the programs they sponsor? Why do advertisers seem so obsessed with younger consumers? Why do so many ads portray husbands and fathers as idiots? Terry O'Reilly dips into the 'ol Age of Persuasion mailbag and tackles the question's he's asked the most. He'll explain how advertising changed after 9/11, and offer up his candidate for the worst ad on the air.
Why do commercials seem to play louder than the programs they sponsor? Why do advertisers seem so obsessed with younger consumers? Why do so many ads portray husbands and fathers as idiots? Terry O'Reilly dips into the 'ol Age of Persuasion mailbag and tackles the question's he's asked the most. He'll explain how advertising changed after 9/11, and offer up his candidate for the worst ad on the air.
Saturday, July 24, 2010
Season 4: "More Remarkable Brands"
14 June 2010 -- Season 4: "More Remarkable Brands"
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.
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.
Friday, June 4, 2010
Season 4: "Categories"
5 June 2010 -- Season 4: "Categories" -- 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.
Monday, May 31, 2010
Season 4: "Opportunism"
31 May, 2010 -- Season 4: "Opportunism"
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.
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.
Tuesday, May 25, 2010
Season 4: "Negative Advertising"
22 May 2010 -- Season 4: "Negative Advertising" -- 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 shows how some great campaigns are negative without seeming negative. And he'll recall some notable negative campaigns that backfired.
Monday, May 24, 2010
Season 4: "Slogans"
May 15, 2010 -- Season 4: "Slogans" -- 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.
Season 4: "Persuasion Fail"
May 8, 2010 -- Season 4: "Persuasion Fail" -- 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.
Season 4: "Profiles in (Marketing) Courage"
May 1, 2010 -- Season 4: "Profiles in (Marketing) Courage" -- 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.
Season 4: "Where Power Resides"
April 24, 2010 -- Season 4: "Where Power Resides" -- 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.
Wednesday, April 14, 2010
Season 4: “Privacy”
10 April 2010 -- Season 4: “Privacy”
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.
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.
Saturday, April 10, 2010
Season 4: “Odballs: Singular Campaigns”
5 April 2010 -- Season 4: “Odballs: Singular Campaigns”
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.
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.
Friday, March 26, 2010
Season 4: "Buzz"
29 March, 2010 -- Season 4: "Buzz"
Just as positive buzz can launch a brand into the stratosphere- negative buzz can sink it lower than whale doo-doo. This week Terry explores the ways buzz shapes popular sentiment, while making- and breaking- major brands. He’ll chronicle the rise and fall of TV as a source of buzz, and how it has given way to the new kingmakers of marketing- online communities. He’ll also explore the ancient art of the “shill”- and how it’s finding new life on the Internet.
Just as positive buzz can launch a brand into the stratosphere- negative buzz can sink it lower than whale doo-doo. This week Terry explores the ways buzz shapes popular sentiment, while making- and breaking- major brands. He’ll chronicle the rise and fall of TV as a source of buzz, and how it has given way to the new kingmakers of marketing- online communities. He’ll also explore the ancient art of the “shill”- and how it’s finding new life on the Internet.
Monday, March 22, 2010
Season 4: "Context"
22 March 2010 -- Season 4: "Context"
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.
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.
Saturday, March 20, 2010
Season 4: "All Things Being Equal: Parity Products"
13 March 2010 -- Season 4: "All Things Being Equal: Parity Products"
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.
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.
Season 4: "Marketing the Unpleasant"
27 February 2010 -- Season 4: "Marketing the Unpleasant"
They are the ads that make everyone squirm - consumers, media, and especially ad copywriters. Ads for the funeral industry, laxatives, incontinence pads, and the queen mother of unpleasant ad briefs - feminine hygiene products. Terry O’Reilly looks at marketing the unpleasant, from the strange-but-true history of marketing menstruation products, to Wal-Mart’s recent decision to sell caskets and urns online.
They are the ads that make everyone squirm - consumers, media, and especially ad copywriters. Ads for the funeral industry, laxatives, incontinence pads, and the queen mother of unpleasant ad briefs - feminine hygiene products. Terry O’Reilly looks at marketing the unpleasant, from the strange-but-true history of marketing menstruation products, to Wal-Mart’s recent decision to sell caskets and urns online.
Season 4: “Being There: Selling Experiences”
March 1, 2010 -- Season 4: “Being There: Selling Experiences”
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.
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.
Season 4: "Are People Idiots?”
22 February 2010 -- Season 4: "Are People Idiots?”
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.
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.
Season 4: “Categories”
February 15, 2010 -- Season 4: “Categories”
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.
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.
Thursday, February 11, 2010
“Slogans”
8 February 2010 -- “Slogans”
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.
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.
“Persuasion Fail”
1 February 2010 -- “Persuasion Fail”
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.
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.
Friday, January 29, 2010
“Heroes & Villains”
25 January, 2010 -- “Heroes & Villains”
Just as Lex Luthor makes Superman more heroic, and Moriarty makes Holmes more brilliant, heroes are defined by the villains they face. In marketing- a brand is often defined by the problem it solves- or the rival brand it’s up against. This week Terry O’Reilly shows how strong villains, problems, obstacles and rivals play a vital role in building up a ‘hero’ brand. And he’ll explain how comparison ads can turn rival ‘hero’ brands into villains.
Just as Lex Luthor makes Superman more heroic, and Moriarty makes Holmes more brilliant, heroes are defined by the villains they face. In marketing- a brand is often defined by the problem it solves- or the rival brand it’s up against. This week Terry O’Reilly shows how strong villains, problems, obstacles and rivals play a vital role in building up a ‘hero’ brand. And he’ll explain how comparison ads can turn rival ‘hero’ brands into villains.
Monday, January 25, 2010
Pitchmen
January 18, 2010 -- "Pitchment"
Maybe it’s the DNA. Or too much caffeine at a young age. What is that special gift that enables great pitchmen to part us from our money? And what is that part of us that wants to be pitched? Hold on to your wallet: this week Terry O’Reilly looks at the natural born pitchmen- from the travelling medicine shows of the early 20th Century, to the late-great Billy Mays. He’ll explain what separates the true pitchmen- such as Vince “Slap-Chop” Shlomi, from high-octane celebrity spokespeople, such as Priceline’s William Shatner. And he’ll chronicle the pitchman’s ouster from prime time broadcast to the low-rent districts of shopping channels and infomercials.
Maybe it’s the DNA. Or too much caffeine at a young age. What is that special gift that enables great pitchmen to part us from our money? And what is that part of us that wants to be pitched? Hold on to your wallet: this week Terry O’Reilly looks at the natural born pitchmen- from the travelling medicine shows of the early 20th Century, to the late-great Billy Mays. He’ll explain what separates the true pitchmen- such as Vince “Slap-Chop” Shlomi, from high-octane celebrity spokespeople, such as Priceline’s William Shatner. And he’ll chronicle the pitchman’s ouster from prime time broadcast to the low-rent districts of shopping channels and infomercials.
Monday, January 11, 2010
Buzz
January 11, 2010 -- “Buzz”
Just as positive buzz can launch a brand into the stratosphere- negative buzz can sink it lower than whale doo-doo. This week Terry explores the ways buzz shapes popular sentiment, while making- and breaking- major brands. He’ll chronicle the rise and fall of TV as a source of buzz, and how it has given way to the new kingmakers of marketing- online communities. He’ll also explore the ancient art of the “shill”- and how it’s finding new life on the Internet.
Just as positive buzz can launch a brand into the stratosphere- negative buzz can sink it lower than whale doo-doo. This week Terry explores the ways buzz shapes popular sentiment, while making- and breaking- major brands. He’ll chronicle the rise and fall of TV as a source of buzz, and how it has given way to the new kingmakers of marketing- online communities. He’ll also explore the ancient art of the “shill”- and how it’s finding new life on the Internet.
Sunday, January 10, 2010
Terry O'Reilly on The Sound of Young America
Terry O'Reilly on The Sound of Young America -- Terry O'Reilly is an adman. He's the founder of Pirate Toronto, a leading audio advertising firm, and has been a judge of radio advertising at the Clio and Cannes advertising awards. When he's not marketing, he's talking about marketing on his CBC radio show, The Age of Persuasion, which looks at the history and practice of advertising. We talk with Terry about why ads matter, what we should understand about ads and whether ads, ultimately, are a net good in our society.
Thursday, January 7, 2010
"Marketing the Unpleasant"
January 4, 2010 -- "Marketing the Unpleasant"
They are the ads that make everyone squirm- consumers, media, and especially ad copywriters; ads for the funeral industry, laxatives, incontinence pads, and the queen mother of unpleasant ad briefs- feminine hygiene products. Terry O’Reilly kicks off the 4th season of The Age of Persuasion with an insider’s look at marketing the unpleasant, from the strange-but-true history of marketing menstruation products, to Wal-Mart’s recent decision to sell caskets and urns online.
They are the ads that make everyone squirm- consumers, media, and especially ad copywriters; ads for the funeral industry, laxatives, incontinence pads, and the queen mother of unpleasant ad briefs- feminine hygiene products. Terry O’Reilly kicks off the 4th season of The Age of Persuasion with an insider’s look at marketing the unpleasant, from the strange-but-true history of marketing menstruation products, to Wal-Mart’s recent decision to sell caskets and urns online.
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