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.