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.
Friday, March 26, 2010
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.
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