Jun 25, 2011 | 26:33Age of Persuasion Ask Terry, Again (Season 5) Audio
Age of Persuasion Ask Terry, Again (Season 5) Jun 25, 2011 | 26:33It's our final episode of the 2011 season. This week, we turn The Age of Persuasion over to listeners. It's our annual "Ask Terry" show. We asked you to submit any questions you had about the advertising world, and you responded with a record amount of very interesting, very insightful ones that touch on subjects like negative political advertising, why there are so many bad local commercials, and what do background actors really say when their lips move.
Jun 18, 2011 | 26:33Age of Persuasion "Diversity In Advertising" Audio
Age of Persuasion "Diversity In Advertising" Jun 18, 2011 | 26:33This week we'll trace the emergence of the minority market, the failure of Madison Avenue to recognize the spending power of that growing consumer base, and the struggles that people of colour had to be acknowledged as valued consumers. We'll also feature the first ads aimed at minorities, the first minority spokespeople, and the pioneers who broke ground.
Jun 11, 2011 | 26:05Age of Persuasion Terry's Book Club (Season 5) Audio
Age of Persuasion Terry's Book Club (Season 5) Jun 11, 2011 | 26:05This week, the Age of Persuasion invites you to our Book Club. I'll be telling stories from my favourite advertising books, and I'll examine the incredible lessons within their pages that have served me well over my entire career. By the way, a few of those books aren't even about advertising. In fact, one is a book about science, and another is about theatre actors.
Jun 4, 2011 | 26:34Age of Persuasion "Slogans" (February 2010 Encore) Audio
Age of Persuasion "Slogans" (February 2010 Encore) Jun 4, 2011 | 26:34This week, the Age of Persuasion features an encore broadcast of "Slogans." The word comes from the Gaelic, "Slaugh Gairn" which means, "cry of the host." We'll look at the greatest cries of all time, from "Finger Lickin' Good" to "Just Do It" to the phrase "Always a Bridesmaid, Never a Bride" - which most people don't know started as a slogan for Listerine. We'll examine why a small collection of words can worth millions, and how those words stay stuck in our minds for decades.
May 28, 2011 | 26:33Age of Persuasion "Ageism In Advertising" Audio
Age of Persuasion "Ageism In Advertising" May 28, 2011 | 26:33For the past 30 years, the advertising industry has worshipped at the altar of youth - because people 18 to 49 have the most disposable income. There's only one small problem with that - it isn't true. People 55+ spend the most money in almost all categories. They buy the most cars, spend the most on electronics, and control the most wealth. Yet advertisers aren't chasing them. Join us this week, as we try and figure out why a touch of grey keeps advertisers away.
May 21, 2011 | 26:19Age of Persuasion "The Sound of Persuasion" Audio
Age of Persuasion "The Sound of Persuasion" May 21, 2011 | 26:19Advertising has used sound to sell for decades. But sound can be used for more than painting pictures on radio - sound can be carefully created to persuade. The stories behind those sounds are fascinating - from the earliest recorded sound in history, to the first use of sound in radio commercials, to signature sounds on famous TV ad campaigns, and even to the start-up sound we hear on our computers everyday. Each one created specifically to persuade you of something.
May 14, 2011 | 26:34Age of Persuasion "Opportunism" (May 2010 Encore) Audio
Age of Persuasion "Opportunism" (May 2010 Encore) May 14, 2011 | 26:34This week, the Age of Persuasion features an encore broadcast of Season Four's "Opportunism" originally aired May 29, 2010. Every now and then, marketers throw away the playbook, and create campaigns based on surprising opportunities that suddenly appear. Sometimes it's taking advantage of a news story, or a competitor's ad, or a new economic reality - or even the launch of the Space Shuttle. It takes courage and ingenuity, but when opportunism works, it can put a brand on the map.
May 7, 2011 | 26:33Age of Persuasion "Genericide: When A Brand Becomes Generic" Audio
Age of Persuasion "Genericide: When A Brand Becomes Generic" May 7, 2011 | 26:33This week, the Age of Persuasion looks at the concept of "Genericide" - when brand names become generic. If a product remains the number one brand for decades, it risks losing control of its trademark. Many pioneering brands suffered that fate. Just ask the board game "Monopoly," who lost the right to their own trademark recently.
As a result, other big brands are fighting to prevent genericide - like Kleenex and Band-Aid.
Their stories are fascinating.
Apr 30, 2011 | 26:33Age of Persuasion "The Happy Homemaker" - Part 2 Audio
Age of Persuasion "The Happy Homemaker" - Part 2 Apr 30, 2011 | 26:33This week, The Age of Persuasion looks at part two of how Madison Avenue invented the Happy Homemaker. While advertising encouraged women to aspire to be housewives in the 50s and 60s, that stay-at-home stereotype was called out onto the carpet by a best-selling book titled <em>The Feminine Mystique</em> in 1963. That book and others like it helped fuel the embers of Women's LIb - which eventually led the Happy Homemaker to run smack into feminism in the 1970s. Women were now in the workforce in record numbers, but they were still balancing careers with motherhood. That juggling act would eventually create the next powerful archetype - which Madison Avenue would happily co-opt - and it would become the dominant female image to this day.
Apr 23, 2011 | 26:33Age of Persuasion "The Happy Homemaker" - Part 1 Audio
Age of Persuasion "The Happy Homemaker" - Part 1 Apr 23, 2011 | 26:33This week, The Age of Persuasion looks at how Madison Avenue invented... the housewife. Over 100 years ago, the advertising industry realized they had thousands of household products to sell. All they needed was a customer. So they invented the Happy Homemaker, and for the next 25 years, encouraged women to be stay- at-home moms. That strategy created the biggest business in the world: Housekeeping.
The rest is advertising history.
Apr 16, 2011 | 26:33Age of Persuasion "All Things Being Equal: Parity Products" (March 2010 Encore) Audio
Age of Persuasion "All Things Being Equal: Parity Products" (March 2010 Encore) Apr 16, 2011 | 26:33This week, the Age of Persuasion features an encore look at Parity Products. It's that strange category where each brand is identical to the other, with nothing unique separating them. Yet, some of the biggest advertisers are parity products, like toothpastes, shampoos, beer and dish soaps. We'll track the history of parity advertising, talk about pioneer Claude Hopkins' ingenious "pre-emptive claim" strategy, and we'll examine the brilliant ways one brand shines a little brighter than the other ... all things being equal.
Apr 9, 2011 | 26:15Age of Persuasion "Three Foot Marketing: The Battleground In-Store" Audio
Age of Persuasion "Three Foot Marketing: The Battleground In-Store" Apr 9, 2011 | 26:15This week on the Age of Persuasion, we're going shopping. The topic is "Three Foot Marketing." Research shows that 75% of shopping decisions are made in the store, and they are all made within the last three feet - meaning that critical distance between your shopping cart and the shelf.
We'll examine how stores use design, technology and psychology to influence your decisions - from the moment you walk in to when you line up at the cash. We'll also look at the interesting tug-of-war that happens between stores and brands. There's no doubt about it, those three feet have become one of the biggest battlegrounds for your dollar.
Apr 2, 2011 | 26:10Age of Persuasion "Dynamic Duos: The Famous Partnerships In Advertising" Audio
Age of Persuasion "Dynamic Duos: The Famous Partnerships In Advertising" Apr 2, 2011 | 26:10Season 5: This week on the Age of Persuasion, we look at "Dynamic Duos" - those rare ad agency/client relationships that resulted in some of the most famous advertising of all time. We'll examine the relationship between Nike founder Phil Knight and his ad agency creative director Dan Wieden, Apple's Steve Jobs and Creative Director Lee Clow, temperamental winery owner Julio Gallo and his legendary creative director and tough guy, Hal Riney, and we'll tell the story of the creative director who created a Hall of Fame campaign around the fact his client looked like a chicken.
Mar 26, 2011 | 26:16Age of Persuasion "Mad Women: The Great Women of Advertising" Audio
Age of Persuasion "Mad Women: The Great Women of Advertising" Mar 26, 2011 | 26:16This week, the Age of Persuasion looks at the Great Women of Advertising. The Hall Of Famers who broke the rules, kicked open the doors and created some of the most famous advertising of our times. We'll meet the first advertising woman ever, the woman who created the first images of wives as Happy Homemakers, the woman who revolutionized the retail business, the female creative director who inspired the "I Love New York" campaign, as well as some of the top ad women of today.