CBCradio

Past Episodes: March 2010 Archives

Bookmark and Share

Season 4: "Buzz"

Aired on Radio One:
Saturday 27 March, 2010 10am
Monday 29 March, 2010 11:30am
Originally aired 9 January, 2010

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.  

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

Read more »

Bookmark and Share

Season 4: "Context"

Airs on Radio One: Saturday 20 March, 2010 10am Monday 22 March 2010 11:30am 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.

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

Bookmark and Share

Season 4: "All Things Being Equal: Parity Products"

Airs on Radio One:
Saturday 13 March, 2010 10am
Monday 15 March 2010 11:30am

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.


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