Apr 13, 2009 | 27:00Age of Persuasion "Big and Small" - Season 3 Audio
Age of Persuasion "Big and Small" - Season 3 Apr 13, 2009 | 27:00For more than a century, advertisers have fallen to the lure of hyperbole: over-inflating the importance of their brand. They made cheap currency of claims such as bigger, faster, stronger, better-tasting, harder-working, brighter, softer, newer, more-economical and longer-lasting. As Terry O’Reilly points out, some very small help is on the way. A newer, better, smarter generation of advertisers are finding ways to leverage the ‘smallness’ of their brand, and still get noticed without hyperbole.
Jan 19, 2009 | 27:00Age of Persuasion “Nasty is the New Nice” - Season 3 Audio
Age of Persuasion “Nasty is the New Nice” - Season 3 Jan 19, 2009 | 27:00Is it just us, or has the tone of advertising gotten colder, nastier, more rude? This week Terry O’Reilly shows how the tone of advertising is taking on a new meanness. The humour of some campaigns is taking on a decidedly sharp edge. Broadcast ads are becoming more heavily laden with violence and bodily functions. Ad copy is developing a case of potty-mouth. We’ll trace some of the sources of this trend, and explain why the earnest, innocent ad copy of the 50’s just won’t cut it today
Feb 7, 2009 | 27:00Age of Persuasion "The Human Face of Persuasion" (November 2006 Encore) Audio
Age of Persuasion "The Human Face of Persuasion" (November 2006 Encore) Feb 7, 2009 | 27:00Season 3: Hooda thunkit? For all their flow charts and profit projections, Marketers are re-discovering the true “secret weapon” of persuasion: people. In this episode from Season One of the Age of Persuasion, Terry explains the value of putting a “human face” to a brand: from the fictional Aunt Jemima to the very real Chef Boyardee. And how Radio uses the power of the human voice to say things about a brand… without saying them.
Aug 29, 2009 | 27:00Age of Persuasion "The Real Deal: Authenticity" - Season 3 Audio
Age of Persuasion "The Real Deal: Authenticity" - Season 3 Aug 29, 2009 | 27:00The secret to Tiger Woods’ success as a golfer is that he can make a golf ball soar, spin, curve- heck, he can make it deal cards if he wants to. But what’s the secret to Tiger Woods as a brand? It’s authenticity. This week Terry O’Reilly explains the importance of a brand living up to its promise- of actually being everything it says it is.
Apr 6, 2009 | 27:00Age of Persuasion NOT "Brand Loyalty” - Season 3 Audio
Age of Persuasion NOT "Brand Loyalty” - Season 3 Apr 6, 2009 | 27:00This week, Terry O’Reilly explains the tangible- and intangible process of forming loyalties between brands and customers: and what goes into that ‘gut’ feeling that makes people reach for one brand over another, when all else is equal.