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Past Episodes: May 2008 Archives

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"Selling War"

Broadcast Date: Saturday 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.



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

  |  Comments From Old The Age of Persuasion Site 10

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The Myth of Mass Marketing

Broadcast Date: Saturday, May 17, 2008

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.



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

  |  Comments From Old The Age of Persuasion Site 8

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Emotion

Broadcast Date: Saturday May 10, 2008

Take two baseball Hall-of-Famers- Ty Cobb and Babe Ruth. Baseball insiders lean towards Cobb as the superior all-round player, yet Ruth towers above Cobb in popular culture. Why? For the same reason brands win and lose marketing wars: victory goes to those who forge the strongest emotional connection with consumers.

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.



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

  |  Comments From Old The Age of Persuasion Site 13