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July 2009 Archives

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Season 3: "Sun Tzu and the Art of... Persuasion"

Broadcast Date: August 1, 2009

Original Broadcast Date: March 16 & 21, 2009

What does modern advertising and marketing have to do with a 25 hundred-year-old military theorist? Terry O'Reilly is so glad you asked. This week he examines the ancient bamboo scrolls of Sun Tzu- author of The Art of War, and shows how modern marketers- including an upstart vodka and a revolutionary hair colouring brand- have gleaned valuable lessons from Sun Tzu's writings.

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

  |  Comments From Old The Age of Persuasion Site 13

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Season 3: "Repetition Repetition Repetition"

Broadcast Date July 25 , 2009
Original Broadcast Date March 9 & 14, 2009

Is advertising advertising advertising all about repetition repetition repetition? This week, Terry O'Reilly examines the role 'frequency' plays in ad messages. He'll explain how many times you are meant to see or hear an ad in a given week, and why some campaigns seem to bombard you more than others. He'll also explain how the creative content is what helps some ads run successfully for years, and causes others to wear out their welcome almost immediately.

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

  |  Comments From Old The Age of Persuasion Site 17

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Season 3 Episode 5: "According to Hoyle"

Broadcast dates: July 18, 2009
Original Broadcast dates: Monday 2 February 2009 11:30am and Saturday, 7 February 2009 4:30pm

Are there "rules" for creating great ads? This week, Terry O'Reilly dusts off the Great Rulebook of Creative Advertising and shares some of its immutable laws, and plays successful ads that... well... mute them. He's show how 'rules' and conventions in ad creative change with time. And he'll share a few ideas he's scribbled in the book over the years, as he explains why- as he's fond of saying- "There are no rules in advertising. Only sins."

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

  |  Comments From Old The Age of Persuasion Site 8

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Season 3: "Rethink the Shark"

Broadcast dates: July 11, 2009
Original broadcast dates: Monday 26 January 2009 11:30am & Saturday, 31 January 2009 4:30pm

There's an old marketing axiom: "never try to change people's minds". Yet massive changes in public attitudes happen constantly: attitudes about the role of women, about racial equality, about smoking, using seatbelts, and attitudes about gay/lesbian/bi & transsexual lifestyles. This week Terry O'Reilly examines the role advertising plays when society's attitudes change- how it can help sustains old thinking, or work as a force to sanctify new thinking.

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

  |  Comments From Old The Age of Persuasion Site 8

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Season 3: "Nasty is the New Nice"

Broadcast Date: July 4, 2009
Original Broadcast dates: Monday 19 January 2009, Saturday, 24 January 2009

Is it just us, or has the tone of advertising gotten colder, nastier, more rude? This week Terry O'Reilly shows how the tone of advertising is taking on a new meanness. The humour of some campaigns is taking on a decidedly sharp edge. Broadcast ads are becoming more heavily laden with violence and bodily functions. Ad copy is developing a case of potty-mouth. We'll trace some of the sources of this trend, and explain why the earnest, innocent ad copy of the 50's just won't cut it today.

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

  |  Comments From Old The Age of Persuasion Site 22