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Past Episodes: April 2010 Archives

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Season 4: "Profiles in (Marketing) Courage"

Airs on Radio One:
Saturday 1 May, 2010 10am
Monday 3 May, 2010 11:30am

It's not the sort of courage that makes headlines or history books: this week Terry O'Reilly tells stories of those in marketing who take risks- or make daring counter-intuitive decisions, despite immense pressure to take an easier route. He'll tell the story of brands that swam against the prevailing current, including some who used their ads to help break social barriers. And he'll profile a fast-food giant that sunk millions into a campaign to tell people how bad its product was. 

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

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Season 4: "Where Power Resides"

Airs on Radio One:
Saturday 24 April, 2010 10am
Monday 26 April, 2010 11:30am

It's a popular myth among some consumers that advertisers hold some mysterious, hypnotic sway over them: manipulating their beliefs and spending decisions. Many advertisers, on the other hand, believe the power lies entirely with consumers, who can hobble the mightiest of brands with a rumour, or a single, viral video. This week, Terry O'Reilly follows the food chain of persuasion all the way to the top- to find out where the power really resides. And he'll show you the chain of command within the ad business itself.

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

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Season 4: "Privacy"

Saturday 10 April, 2010 10am
Monday 12 April 2010 11:30am

Advertising is only meaningful if it's pitching something you're interested in. But advertisers can't know what you're interested in without learning something about you.  That means information gathering- and that touches on the sticky issue of privacy. This week Terry explains why your personal information is so important to marketers, and how the new generation of consumers is more willing to surrender personal information than their parents. He'll also take you on a tour down a data mine, to show how savvy marketers use customer information to improve customer service- and their bottom line.

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