December 2008 Archives

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AOP returns with a new Season: January 5th, 2009

We are very pleased to announce that the new season of The Age of Persuasion debuts on Monday, January 5th, 2009 at 11:30 a.m. Monday episodes will be repeated Saturdays at 4:30 p.m.

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Everything I Need to Know About Life I Learned from Agency Pitches

Broadcast Date: December 27th (pre-empted on CBC Radio One, aired on Sirius Channel 137) (originally broadcast: February 16, 2008)

It's among the greatest, most inspired, most creative, most spectacular work done in marketing... yet few ever see it. Every year, Ad agencies pull out all the stops to 'pitch' their services to prospective clients. This week, Terry O'Reilly takes you inside the boardrooms to share some of the Ad industry's best, most remarkable, and most disastrous 'pitch' stories, and gleans from them a surprisingly handy set of life-lessons.

Audio currently unavailable

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Branding the News

Broadcast date: December 18, 2008 (Originally broadcast February 2nd, 2008)

News is big business. This week, Terry O'Reilly traces the origins of today's news packaging.

Here's a headline you'll never, ever see in your daily paper: "Nothing Happened". Terry O'Reilly describes the ugly circle that drives modern newsgathering: how reporting takes money, how the need from money means attracting advertisers, how pleasing advertisers requires a vast audience, and how the need for a vast audience affects news content, and the way it's presented.

He explores the cult of personality that drives TV newscasts, and traces the history of newsgathering to a handful of distance runners in ancient Greece.

Listen to this episode as streaming audio (runs 27:30)

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Old Media, New Media, Borrowed Media, Blue Media

Broadcast Date: December 11, 2008. (Original January 26th, 2008)

Terry O'Reilly tracks a seismic shift in the marketing world: the fall of Television as the "flagship" ad medium, and the rise of a radical new trend: marketing through ideas.

Instead of using advertising to reach teenage males, Burger King created its own series of Xbox 360 games, featuring its "King" character. After two million sales in just five weeks, Burger King equates the number of "brand impressions" to that of 13 Super Bowl ads.

When General Electric wanted to promote its brand at the Beijing Olympics, the tactic it chose was infrastructure. Instead of expensive Olympic advertising, GE helped build a water filtration plant, through which it hopes its brand will resonate for years.

"Ideas" as the hottest new ad medium, this week on The Age of Persuasion.

Listen to this episode as streaming audio (runs 27:30)

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The Sport of Persuasion

Broadcast Date: December 4, 2008 (Originally broadcast: January 19th, 2008)

Believe it or not, there was once a time when sports and marketing slept in separate beds. Enter C.C. "Cash & Carry" Pyle, the first modern sports agent.

This week, Terry O'Reilly explains how Pyle changed sports forever, and why marketers so eagerly assume the expense, and the risk, of putting their product in the hands of a star athlete. Then, he'll give you a peek at the marketing playbook, and show you what distinguishes a 'star' from a 'superstar'.

Listen to this episode as streaming audio (runs 27:30)

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