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Season 3: Episode "Marketing the Invisible"

Broadcast dates:
Monday 11 May 2009 11:30 am
Saturday, 16 May 2009 4:30 pm

It's easy to understand a product when it has a snappy label, fits in your shopping cart, and stores tidily on a shelf at home. But how can you get excited about a brand that's invisible? How do marketers tweak your interest in something you don't see or touch? Brands such as insurance and services and, say, a Pentium chip pose some interesting problems in the ad world. This week Terry O'Reilly shows how marketers make the intangible... tangible.

Audio is not available at this time.


Previous Comments (11)

I missed this episode when it aired this morning, and wanted to listen on-line but the link isn't working. Can you please give it a smack, or tape a quarter onto the tone-arm, or whatever it is you have to do to make these newfangled things work properly?

Murray Sovereign, May 11, 2009 7:23 PM

Looking forward to it. Marketing is a very tacky theme for sure.

Contact Me

Barry, May 11, 2009 11:27 PM

To say I love Age of Persuasion is a huge understatement. I have listened to each show at least three times, probably more.
Thank you for making it.

Laurie Cobbett, May 12, 2009 5:56 AM

Hi Murray - and others who wrote in - thanks for the tip, I gave it a little shake and it's working now.
- cbc web producer

Ananda Korchynski, May 13, 2009 11:12 AM

Will you guys make this available on iTunes with the other shows? It would be great to just subscribe to the channel and have the shows come in on their own.

Jeremy Dupuis, May 13, 2009 12:04 PM

A download would be nice. If you can't do that, how about streaming mp3 or ogg. I care too much about security to ever install flash.
Good day

Ralph, May 13, 2009 8:23 PM

I love "The Age of Persuasion",and would make good use of a podcast via iTunes.An excellent production,A credit to the CBC.

Stan Baldwinson, May 15, 2009 3:17 PM

although I'm a CBC junkie, I rarely catch AOP when it's broadcast. I think it's brilliant. thank heavens it's on-line.
(LOVE the line - 'tanglibles are something found in a Christmas stocking')

Lori Keith, May 17, 2009 11:46 AM

In the Movie Wall-E the start up chime from Apple computers can be heard at least once in the film. Is this a product placement that "markets the invisible"? or is it simply the use of a commonly recognized sound? How common is product placement in the movies and have you ever done an episode on that subject?

W. Jones, May 22, 2009 10:42 AM

I love the program, I have not been able to hear them all. There are two commercial campaigns that I thought were excellent.
The first was in the early 1950s for Folger's Coffee. It started out with bill boards (remember them?) all over Noth America saying "COME HOME JOE" with nothing else. It would seem that somebody was trying to get their husband, son or whatever to return home. This lasted for about a month. Then the radio and television comercials came out with a wife making her husband (Joe) a cup of instant coffee in the morning. He takes one gulp of it and yells, That't terrible coffee, Day ruined, Leave home, Never come back. He goes out and slams the door. The wife stands there and makes the understatment of the century by saying "He doesn't like my coffee". Then Mrs. Olsen appears with the New Folger's instant coffee. The woman now goes to the door and calls "Come home Joe!"

The other commercial campaign was a local one in Vancouver for a furniture company called The Warehouse. It featured a man with a strong Bronx accent saying he was Harry Hammer, inviting people to come to The Warehouse at 996 Homer Street in Vancouver. These commercials ran for years and people would try to imitate the accent, myself included. They then introduced other characters like "Sam Screwdriver, Charlie Chisel and so on. These two campaigns were classics and I am sure that your listeners would enjoy them. I am sure that some air checks would be available at the CBC because they did run commercials in those days.

Thank you for the program.


Jesse Oliver (B-)>
May 29, 2009

Jesse Oliver, May 29, 2009 8:19 PM

The best show on radio today in my opinion, and I listen to CBC, PBS and pretty much every talk show on public and private (Sirius Radio) broadcasts. The amount of thought, research and cleverness that go into each episode is remarkable. My only beef is the inevitable one about there not being podcasts yet, which I understand. Unfortunately, you can't play streaming radio from Itouch....dang!

However, I'm always missing the radio broadcasts, so I'm very happy to find these streaming radio episodes available for listening anytime.

Very best,


Chris Kiez, June 10, 2009 8:09 AM
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