Under The Influence

 
 

Under The Influence

Take an unprecedented ride through the hallways of the ad industry.

Host and adman Terry O'Reilly explores why we make the shopping decisions we make, and how we are influenced by words, colours and images. He tells stories of the remarkable creativity found at the higher realms of marketing, and analyzes the ads we love to hate.

Under The Influence is not a show about advertising.

It's a show about life through the lens of advertising.

Updated: Saturdays
Download episodes from this podcast for: 1 Year
Visit Show Site: http://www.cbc.ca/undertheinfluence


All podcast episodes

Use the links below to download a file.

S9E26 - Ask Terry 2020

This week it’s our final episode of the 2020 season, where we answer listener questions sent to us through social media. Like - why the most popular Super Bowl commercial chose to replace their lead actor, why Gatorade’s famous "Be Like Mike" campaign called Michael Jordan “Mike” when no one ever called him that before and we’ll answer the age-old question - why are there so many bad ads? Thanks for tuning in, folks. It's been a fun season. We'll see you next year.

Download S9E26 - Ask Terry 2020
[mp3 file: runs 00:27:27]


S9E25 - You Must Remember This: The Mandela Effect

This week we’re talking about the Mandela Effect. It is defined as “collective false memory.” That means many of us remember things incorrectly and we all remember them incorrectly the same way. From famous movie lines to song lyrics to details of traumatic events and even to famous commercials, we all think our memories are time-stamped videos of our lives. But they are not.

Download S9E25 - You Must Remember This: The Mandela Effect
[mp3 file: runs 00:26:56]


S9E24 - Branding A Disease

This week, we explore the branding of diseases. Over the course of history, diseases have been named after people and countries with devastating effects. Names have stigmatized entire regions, decimated industries and have even caused diplomatic crises. And countries have weaponized diseases for political purposes. As with all branding, words matter.

Download S9E24 - Branding A Disease
[mp3 file: runs 00:27:34]


S9E23 - Bookmarks 2020

This week it’s our annual Bookmarks episode, where we tell fascinating stories from our research that didn't make it into the regular season. We’ll talk about a book that maintains if you build a better mousetrap, the world will NOT beat a path to your door. And we’ll tell a story from a biography of Bruce Lee that proves sometimes the only way to sell a product is to increase its price. Throw on your reading glasses and join us for Bookmarks 2020.

Download S9E23 - Bookmarks 2020
[mp3 file: runs 00:27:16]


S9E21 - Fix It Again, Tony: Brand Nicknames

Some people call Under The Influence "UTI" for short. It’s not a good nickname. But some brand nicknames are positive and extremely valuable - like "Coke" and "Chevy." Others like “Whole Paycheck” don’t make Whole Foods happy. Join us this week as we explore the implications of Brand Nicknames.

Download S9E21 - Fix It Again, Tony: Brand Nicknames
[mp3 file: runs 00:27:44]


S9E20 - Setting The Table: Best Opening Stories

Every episode of Under The Influence begins with an opening story. And after more than 300 episodes, we’ve told over 300 opening stories. This week, we look back at the ones that generated the most listener feedback - from a story about a one-armed martial artist to the unorthodox ways lovers communicated in the Victorian era to the story of the greatest racehorse of all time.

Download S9E20 - Setting The Table: Best Opening Stories
[mp3 file: runs 00:27:41]


S9E19 - Flip, Flop or Fly: The World of Test Markets

80-90% of new product launches fail. So to lower the risk, companies do trial runs. This week, we explore Test Markets - where companies launch new products in small towns to see if shoppers pay attention. We’ll tell the stories of successful product launches as well as a few notable product disasters.

Download S9E19 - Flip, Flop or Fly: The World of Test Markets
[mp3 file: runs 00:27:43]


S9E18 - Talk Ain’t Cheap: How Conversations Impact Business

This week, we explore how business can be won or lost with spontaneous off-hand remarks. Not all advertising business is conducted in a boardroom or in commercials. Sometimes somebody says something in an elevator, or in a speech or in a doorway that leads to winning an account - or losing it. Talk ain’t cheap.

Download S9E18 - Talk Ain’t Cheap: How Conversations Impact Business
[mp3 file: runs 00:27:37]


S9E16 - Brand Envy 2020

This week, it’s our annual Brand Envy episode, where I tell the stories behind some of the brands I admire. We’ll talk about a romance novel company that was started by a fur trader, an empire created by a cartoonist and a certain dairy product with its very own spokes-angel. Hope you’ll join us for the 2020 edition of Brand Envy.

Download S9E16 - Brand Envy 2020
[mp3 file: runs 00:28:00]


S9E15 - Takes a Licking and Keeps on Ticking: Advertising Torture Tests

This week, we explore the world of Torture Tests. Torture test commercials are one of the advertising industry’s most powerful techniques - because when a product can survive a dramatic test, it can convince a lot of people to buy the product. Unless, that is, the torture test goes very wrong…

Download S9E15 - Takes a Licking and Keeps on Ticking: Advertising Torture Tests
[mp3 file: runs 00:28:04]


S9E14 - Thumbs Up or Thumbs Down: The New World of Online Reviews

This week, we explore the world of Online Reviews. These days you can leave a review for anything - from a cup of coffee to your dentist. 90% of us read online reviews before buying a product - that’s why those reviews are so influential. Yet how do you tell fake ones from the real thing? Thumbs up or thumbs down, welcome to the world of online reviews.

Download S9E14 - Thumbs Up or Thumbs Down: The New World of Online Reviews
[mp3 file: runs 00:27:22]


S9E13 - Lend Us Your Ears: The Intimate Art of ASMR Marketing

This week, we explore the quiet world of ASMR marketing. ASMR stands for Autonomous Sensory Meridian Response. It’s a new form of marketing that creates a calming feeling often accompanied by a tingling sensation. Marketers create that experience using sound effects and whispers. Everything from beer brands to fast food restaurants are using it - hoping that tingling sensation leads to a cash register.

Download S9E13 - Lend Us Your Ears: The Intimate Art of ASMR Marketing
[mp3 file: runs 00:27:35]


S9E11 - For Better or For Worse: Wedding Marketing

Dum dum da dum. This week, we explore the lucrative world of Wedding Marketing. Weddings are big, big business. And as a result, the wedding industry is a big, big marketing category. From invitations and flowers to dresses and cakes, today's weddings are an $80 billion industry. And planning the perfect day is a lot of pressure.

Download S9E11 - For Better or For Worse: Wedding Marketing
[mp3 file: runs 00:26:48]


S9E10 - Come Fly With Me: Airports Are Now Brands

This week, we explore how airports are now becoming brands. You may not know it, but airports compete against each other for business. That intense rivalry has led to the complete transformation of airports - they now have movie theatres, skating rinks, rooftop pools and top retail stores. These days, airports are destinations unto themselves.

Download S9E10 - Come Fly With Me: Airports Are Now Brands
[mp3 file: runs 00:27:19]


S9E09 - Search Parties: The Relentless Hunt For New Customers

This week, we explore the surprising ideas companies use to attract new customers. Like “Finger Lickin’ Good” nail polish from KFC. Or NASCAR’s partnership with Harlequin romance novels. The search for new customers is endless. And the resulting marketing is endlessly fascinating.

Download S9E09 - Search Parties: The Relentless Hunt For New Customers
[mp3 file: runs 00:27:25]


S9E08 - The Name Game: Brand Names In Different Countries

This week, we explore why companies change valuable brand names when expanding to other countries. Sometimes the reason is a language issue. But other times, the reasons are far more interesting. For example, Mr. Clean is called Meister Proper in Germany and Maestro Lindo in Italy. And the reason it’s hard to find a Burger King in Australia is the most curious story of all.

Download S9E08 - The Name Game: Brand Names In Different Countries
[mp3 file: runs 00:27:35]


S9E06 - Set Jetting: Film Locations As Tourism Marketing

This week, we look at the phenomenon of Set Jetting. That’s when tourists flock to a city to see the sets and locations where their favourite TV shows and movies are filmed. Some towns have embraced set jetting as new-found tourism marketing. Other towns absolutely resent it. It’s a fascinating love/hate relationship.

Download S9E06 - Set Jetting: Film Locations As Tourism Marketing
[mp3 file: runs 00:27:40]


S7E25 (Archive) - Ask Terry 2018

From the Digital Box Set: This week marks the final episode of Season 7. And as we do every year, we're turning this show over to you, our listeners. We'll be answering all the marketing and advertising questions you've sent us through social media. From the inspiration behind our theme song, to why some commercials overstay their welcome, to whether lawn signs really affect elections, this year's questions were fun and insightful. This is an archived episode that aired originally on June 21, 2018.

Download S7E25 (Archive) - Ask Terry 2018
[mp3 file: runs 00:27:30]


S7E24 (Archive) - Fasten Your Seatbelts: How Self-Driving Cars and Marketing Collide

From the Digital Box Set: This week, we look at how self-driving cars affect the world of marketing. While it may seem like a bit of a novelty these days, the era of the autonomous car is fast approaching. And the implications for business, marketing and everyday life are astounding. Fasten your seatbelts. This is an archived episode that aired originally on June 14, 2018.

Download S7E24 (Archive) - Fasten Your Seatbelts: How Self-Driving Cars and Marketing Collide
[mp3 file: runs 00:27:20]


S7E23 (Archive) - How Tourism Survives A Tragedy

From the Digital Box Set: This week, we look at how tourism survives a tragedy. When a city experiences a massive crisis, it must find a way to restore its tourism. All cities rely on tourism - it is often one of the top revenue-generating industries and employs one of the biggest workforces. From Toronto's SARS outbreak to Hurricane Katrina, it all comes down to a crisis plan, speed and smart marketing. This is an archived episode that aired originally on June 7, 2018.

Download S7E23 (Archive) - How Tourism Survives A Tragedy
[mp3 file: runs 00:27:49]


S7E22 (Archive) - Guinness Book of World Ad Records

From the Digital Box Set: This week, we look at the ad industry’s place in the Guinness Book of World Records. The aim of all advertising is to create selling ideas that are impossible to ignore. From the world’s largest coupon, to the most expensive commercial ever made, to the first ad visible from outer space, breaking a record can be a great marketing strategy. This is an archived episode that aired originally on May 31, 2018.

Download S7E22 (Archive) - Guinness Book of World Ad Records
[mp3 file: runs 00:27:39]


S9E05 - Sound + Vision: Album Covers As Marketing, Part Two

This week, it’s Part Two of our Album Covers As Marketing episode. In the 1980s, album covers shrunk down for the first time to accommodate CDs. And in the 2000s, the advent of iPods shrunk them again to the size of a postage stamp, forcing album artwork to become highly creative.

Download S9E05 - Sound + Vision: Album Covers As Marketing, Part Two
[mp3 file: runs 00:27:16]


S9E04 - Sound + Vision: Album Covers As Marketing

This week on Under the Influence, we analyze Album Covers As Marketing. We’ll look at a world famous record cover that was almost ruined by a zipper, why flights at Heathrow Airport had to be grounded for one band’s cover art and which album jacket is considered to be the worst of all time.

Download S9E04 - Sound + Vision: Album Covers As Marketing
[mp3 file: runs 00:27:18]


S7E21 (Archive) - Marching Orders: Household Products Invented by the Military

From the Digital Box Set: This week, we look at Products Invented by the Military. The military has influenced more technology than any government, agency, business or organization in history. From the appliances in your kitchen, to the big screen in your living room, to the car you drive, you’d be surprised how much of your world is military-inspired. This is an archived episode that aired originally on May 24, 2018.

Download S7E21 (Archive) - Marching Orders: Household Products Invented by the Military
[mp3 file: runs 00:27:28]


S7E20 (Archive) - Avon Calling: Door-To-Door Marketing

From the Digital Box Set: This week, we explore the art of door-to-door sales. From encyclopedias to makeup to vacuum cleaners, many corporations were built on the shoe leather of direct sales. It was a tough way to make a living. But the best salespeople never met a door they couldn't open. We’ll even look at the famous names in Hollywood that started out as door-to-door salespeople. The list may surprise you. This is an archived episode that aired originally on May 17, 2018.

Download S7E20 (Archive) - Avon Calling: Door-To-Door Marketing
[mp3 file: runs 00:27:41]


S7E18 (Archive) - Lemonade: Marketing A Negative

From the Digital Box Set: This week, we look at brands that aren’t afraid to celebrate their weaknesses. As a rule, no company ever wants to point a neon sign at its flaws. But there are a few brave advertisers out there who know there can be incredible power in a negative. Like a brand that advertises the fact that its product tastes awful, or another that boasts being second best. This is an archived episode that aired originally on May 3, 2018.

Download S7E18 (Archive) - Lemonade: Marketing A Negative
[mp3 file: runs 00:27:30]


S7E17 (Archive) - Bookmarks 2018

From the Digital Box Set: This week, it's our annual episode dedicated to great stories from our Under the Influence research that didn't make the regular season. We’ll tell the story of why Maple Leafs owner Harold Ballard would shut off all water fountains during games, which books are the most-stolen from North American libraries and the day Gordon Lightfoot died…then came back to life. This is an archived episode that originally aired on April 26, 2018.

Download S7E17 (Archive) - Bookmarks 2018
[mp3 file: runs 00:26:47]


S9E03 - Putting Fans In Stands: How Sports Teams Sell Tickets

This week, we look at the fascinating ways sports teams market themselves. We’ll unpack why one stadium replaced its ushers with librarians, why another encouraged fans to wear “awful" clothes and how a grammatical error put Toronto on the map. It all comes down to a strategic game plan.

Download S9E03 - Putting Fans In Stands: How Sports Teams Sell Tickets
[mp3 file: runs 00:27:36]


S7E16 (Archive) - Brand Envy 2018

From the Digital Box Set: This week, it’s our annual look at brands I admire. They may not be the hippest, the latest or the coolest, but I envy them for a reason. Like the most iconic studio in rock history, the first casual shoe ever invented or the world’s most timeless sunglasses. Join us for a peek at a few of my favourite things… This is an archived episode that aired originally on April 19, 2018.

Download S7E16 (Archive) - Brand Envy 2018
[mp3 file: runs 00:26:31]


S7E15 (Archive) - Hey Vern! When Ads Go Hollywood

From the Digital Box Set: This week, we look at commercials that made the unlikely leap to Hollywood. Some became big hit movies, others inspired popular songs. One even became a TV series that was voted one of the worst sitcoms of all time. But that’s what can happen when an ad hitchhikes to La La Land. This is an archived episode that aired originally on April 12, 2018.

Download S7E15 (Archive) - Hey Vern! When Ads Go Hollywood
[mp3 file: runs 00:26:52]


S7E13 (Archive) - Famous Jingles, Part Two

From the Digital Box Set: This week, it’s part two of our Jingles episode. Jingles had a great run until the late ‘80s, then songs overtook them. But a few big jingles have beaten the trend in recent years – one in particular has even made one company billions of dollars… This is an archived episode that aired originally on March 29, 2018.

Download S7E13 (Archive) - Famous Jingles, Part Two
[mp3 file: runs 00:27:16]


S7E12 (Archive) - Famous Jingles

From the Digital Box Set: This week, we explore the use of jingles in advertising. So many brands were built on the backs of jingles. From the Big Mac, to Smarties, to Wheaties cereal, successful jingles stay lodged in our minds forever. Once you hear them, learn the melody and start singing the lyrics, you become the advertiser. This is an archived episode that aired originally on March 22, 2018.

Download S7E12 (Archive) - Famous Jingles
[mp3 file: runs 00:27:36]


S9E02 - Goliath Meet David: Small Brands That Beat The Big Boys

This week, we analyze how small brands outsmart their giant counterparts. We’ll look at a snack food company with a cult-like following that outsells Frito-Lay in Baltimore. A tiny soda brand that obliterates Coca Cola in Scotland. And a bubble gum-flavoured drink that beats all the giants only in Peru. Goliath, meet David.

Download S9E02 - Goliath Meet David: Small Brands That Beat The Big Boys
[mp3 file: runs 00:27:37]


S9E01 - Same Bat Time, Same Bat Channel: Marketing TV Shows

Welcome to the 2020 Under the Influence season. It's good to be back. To kick things off, we step into the highly competitive world of Television Marketing. Between Netflix, Amazon, Crave and more, the marketing of TV shows has become a rat-race. And in a world where we can watch anything anytime, luring viewers back each week calls for some serious outside the box marketing.

Download S9E01 - Same Bat Time, Same Bat Channel: Marketing TV Shows
[mp3 file: runs 00:26:27]


We're Back January 2nd

We’ve got a fun 2020 season planned for you. Here’s a sneak peek at what's in store...

Download We're Back January 2nd
[mp3 file: runs 00:01:56]


S7E11 (Archive) - Brands Are People, Too: Products Named After Inventors

From the Digital Box Set: This week, we explore famous Products Named After Their Inventors. Some products are so cemented in our minds we forget their names once belonged to people. Shrapnel was invented by Henry Shrapnel, nachos were invented by Nachos Anaya and the leotard was invented by a Jules Leotard. We’ll even look at some inventors who wish their names had been forgotten... This is an archived episode that aired originally on March 15, 2018.

Download S7E11 (Archive) - Brands Are People, Too: Products Named After Inventors
[mp3 file: runs 00:26:27]


S7E10 (Archive) - Worthless To Priceless

From the Digital Box Set: This week, we look at products that went from Worthless to Priceless. Products someone created out of something everyone else ignored. It might be junk on the ground that people stepped over, or useless waste destined for the scrap heap. But in each case, the resulting product was a masterpiece of instinct and insight. This is an archived episode that aired originally from March 8, 2018.

Download S7E10 (Archive) - Worthless To Priceless
[mp3 file: runs 00:27:10]


S7E09 (Archive) - Celebrities: Living To Tell The Tales

From the Digital Box Set: This week, we explore the world of Celebrities in Advertising. I’ll tell you stories from my nearly 30 years directing celebrities in radio and television commercials. From Ellen DeGeneres to Alan Arkin to Alec Baldwin - celebs can be a powerful tool or an expensive problem. This is an archived episode that aired originally on March 1, 2018.

Download S7E09 (Archive) - Celebrities: Living To Tell The Tales
[mp3 file: runs 00:27:44]


S7E08 (Archive) - Kentucky Fried Brand Myths

From the Digital Box Set: This week, we debunk urban Brand Myths. Myths that live on as assumed facts in marketing textbooks, MBA courses, endless business seminars and dinner parties. It's easy to accept rumours as truth because they're usually dramatic and juicy. But many of the myths you’ve heard and maybe even passed along are actually...untrue. This is an archived episode that aired originally on February 22, 2018.

Download S7E08 (Archive) - Kentucky Fried Brand Myths
[mp3 file: runs 00:26:58]


S7E07 (Archive) - Comic Book Ads

From the Digital Box Set: This week, we explore the fascinating world of Comic Book Advertising. A world where Sea-Monkeys could be trained, X-Ray Specs saw through clothes, Charles Atlas taught bodybuilding secrets and one-day karate courses could be yours for just a dollar. You probably spent your allowance on one or two in your day. This is an archived episode that aired originally on February 15, 2018.

Download S7E07 (Archive) - Comic Book Ads
[mp3 file: runs 00:27:04]


S7E06 (Archive) - A Wild & Crazy Idea: How Companies Solve Big, Hairy Problems

From the Digital Box Set: This week, we explore how marketers solve difficult problems. We’ll look at how Monty Python stopped piracy by giving away content for free, how a wardrobe change transformed Steve Martin’s career and why the president of Bogotá replaced police officers with mimes. Sometimes the only solution is a wild and crazy idea. This is an archived episode that aired originally on February 8, 2018.

Download S7E06 (Archive) - A Wild & Crazy Idea: How Companies Solve Big, Hairy Problems
[mp3 file: runs 00:26:57]


S7E05 (Archive) - Delicious Names: Marketing Appetite Appeal

From the Digital Box Set: This week, we explore how marketers saved certain foods from oblivion by changing…their names. Many foods you enjoy started out life with very unappetizing names. Some so off-putting, I’m willing to bet you would have never gone near them. But you probably have one or two in your fridge today. This is an archived episode that aired originally on February 1, 2018.

Download S7E05 (Archive) - Delicious Names: Marketing Appetite Appeal
[mp3 file: runs 00:27:26]


S7E04 (Archive) - Underwear In Your Mailbox: Subscription Marketing

From the Digital Box Set: This week, we delve into the emerging world of subscription marketing. Did you know you could have underwear sent to your door every month? How about joining the Salami of the Month club? Or maybe your cat needs a regular toy top-up. You can subscribe to just about anything these days - and some of the items may surprise you. This is an archived episode that aired originally on January 25, 2018.

Download S7E04 (Archive) - Underwear In Your Mailbox: Subscription Marketing
[mp3 file: runs 00:27:19]


S7E03 (Archive) - Damn The Torpedoes

From the Digital Box Set: This week, we explore the advertising campaigns that had everything stacked against them and yet went on to become hugely successful. The resistance may have come from clients who hated the idea, focus groups that gave the thumbs-down, apprehension within the agency or even that the initial research declared them failures. But they survived and thrived because someone said...Damn The Torpedoes. This is an archived episode that aired originally on January 18, 2018.

Download S7E03 (Archive) - Damn The Torpedoes
[mp3 file: runs 00:27:26]


S7E02 (Archive) - I See A Little Silhouetto Of A Brand: How Old School Products Survive

From the Digital Box Set: This week, we analyze how old school products survive in the 21st century. Many brands can’t keep up with the digital age, but others have found a way to succeed – some doing even better business today. We’ll look at how one company makes money by retiring its products, why another partnered up with its biggest competitors to stay relevant and how an entire profession saved itself by not going digital. From Crayola to Velveeta, it all comes down to smart marketing. This is an archived episode that aired originally on January 11, 2018.

Download S7E02 (Archive) - I See A Little Silhouetto Of A Brand: How Old School Products Survive
[mp3 file: runs 00:27:26]


S7E01 (Archive) - Put It Between Your Knees and Squeeze: Marketing A Fad

From the Digital Box Set: Kicking off season 7, we explore how some of the craziest fads are marketed. We'll look at how one student's school project changed the way we sleep, why a single toy made Tyco the subject of bomb threats and how a popular piece of jewellery was inspired...by doctors. From the Thighmaster to the Pet Rock, we'll break down what makes fads so absolutely irresistible. This is an archived episode that aired originally on January 4, 2018.

Download S7E01 (Archive) - Put It Between Your Knees and Squeeze: Marketing A Fad
[mp3 file: runs 00:26:59]


S6E26 (Archive) - Ask Terry 2017

From the Digital Box Set: This week marks the final episode of the 2017 Under The Influence season. And as we do every year, we're turning this show over to you, our listeners. We’ll be answering the marketing and advertising questions you've sent us through social media. From how we come up with new episode topics each week to why mattress companies don’t use sex to sell mattresses to which commercials are my all-time favourites - this year’s questions are fun and insightful. This is an archived episode that aired originally on June 29, 2017.

Download S6E26 (Archive) - Ask Terry 2017
[mp3 file: runs 00:26:40]


S6E25 (Archive) - Bookmarks 2017

From the Digital Box Set: This week, it’s our annual Bookmarks episode. The research team at Under the Influence does a lot of reading over the year and finds a lot of great stories - many of which don't fit into our regular season. But that doesn't mean they shouldn't be told. We’ll look at why Sting laughs at the beginning of Roxanne, how the U.S. military learned a lesson in branding when it got soldiers to eat their vegetables and the interesting story behind which car was the first ever to feature…a cup holder. This is an archived episode that aired originally on June 22, 2017.

Download S6E25 (Archive) - Bookmarks 2017
[mp3 file: runs 00:27:16]


S6E24 (Archive) - Cannes Creative Advertising Be Effective?

From the Digital Box Set: This week, we journey to Cannes, France for the Cannes International Advertising Festival. It’s the most revered advertising competition in the world, with 90 countries submitting over 40,000 ads. We’ll analyze the entries and answer the age-old question: do award-winning commercials really sell product? This is an archived episode that aired originally on June 15, 2017.

Download S6E24 (Archive) - Cannes Creative Advertising Be Effective?
[mp3 file: runs 00:27:30]


S6E23 (Archive) - Now Splinter Free: How Marketing Broke Taboos

From the Digital Box Set: This week, we explore how some of society's biggest taboos were broken by marketers. We’ll look at why toilet paper was a hush-hush product in the 19th century, which publication was the first ever to print an ad on its front page and how Lysol was originally advertised…as contraception. Some taboos were broken years ago, some more recently than you may realize. This is an archived episode that aired originally on June 8, 2017.

Download S6E23 (Archive) - Now Splinter Free: How Marketing Broke Taboos
[mp3 file: runs 00:27:36]


S6E22 (Archive) - The Lean Mean Money Machine: How Marketing Affects Sports

From the Digital Box Set: This week, we analyze how marketing affects the sports world. We’ll look at the massive influence that comes with owning the rights to the Olympic games, how the recent uptick in gambling sponsorships affects athletes and what happens when major advertisers threaten sports leagues. It’s a lucrative, but tricky game. This is an archived episode that aired originally on June 1, 2017.

Download S6E22 (Archive) - The Lean Mean Money Machine: How Marketing Affects Sports
[mp3 file: runs 00:27:35]


S6E20 (Archive) - The Most Interesting Adman in the World: The Story of Albert Lasker

From the Digital Box Set: This week, we tell the story of the most interesting adman in the world - Albert Lasker. Lasker had a hand in influencing professional baseball, Planned Parenthood, North American breakfast and not one, but two presidential elections. And he just happened to change the world of advertising in the process. This is an archived episode that aired originally on May 18, 2017.

Download S6E20 (Archive) - The Most Interesting Adman in the World: The Story of Albert Lasker
[mp3 file: runs 00:27:45]


S6E19 (Archive) - Brand Envy: #CANADA150

From the Digital Box Set: This week, it’s our annual episode where we explore brands I admire. And in celebration of Canada’s 150th birthday in 2017, this year’s brands are all Canadian. We’ll look at what may be the most successful global retailer Canada’s ever built, a television pioneer worshipped and revered by generations of Canadians and a world-class brand that operates out of the smallest village in New Brunswick. We’ve certainly bred some amazing brands up here in the Great White North. Happy birthday, Canada. This is an archived episode that aired originally on May 11, 2017.

Download S6E19 (Archive) - Brand Envy: #CANADA150
[mp3 file: runs 00:26:58]


S6E16 (Archive) - Guys and Dolls: Gender Marketing, Part II

From the Digital Box Set: This week, it’s part two of our Gender Marketing show. In this episode, we’ll look at how companies that have historically marketed to one gender switch gears to target another. We’ll analyze how Harley Davidson got women on two wheels, why a 13-year-old girl convinced Hasbro to make an Easy Bake Oven for boys and how Barbie targeted…dads. By and large, most products are gender-neutral. It's the marketing that's not. This is an archived episode that aired originally on April 20, 2017.

Download S6E16 (Archive) - Guys and Dolls: Gender Marketing, Part II
[mp3 file: runs 00:26:39]


S6E15 (Archive) - Guys and Dolls: Gender Marketing, Part I

From the Digital Box Set: This week, we delve into the controversial world of Gender Marketing. How did it all start? Why are aisles and products separated by gender? Why do some companies charge women more than men for identical items? Marketing different products to different genders leads to profit but also to big consequences. It’s not a black-and-white issue, but it’s definitely pink and blue… This is an archived episode that aired originally on April 12, 2017.

Download S6E15 (Archive) - Guys and Dolls: Gender Marketing, Part I
[mp3 file: runs 00:26:51]


S5E18 (Archive) - Grab Your Wallet: When Brands Go Political

From the Digital Box Set: This week, we explore how brands are becoming political for the first time in history. We’ll look at what happens when major retailers decide to “Dump Trump,” the controversial Super Bowl ad that challenged an immigration policy and crashed the Internet and how even Pepsi could drop the political ball. Years ago, most advertisers would have never dreamed of offending anyone with a pulse and a wallet. But all that is changing. This is an archived episode that aired on May 5, 2017.

Download S5E18 (Archive) - Grab Your Wallet: When Brands Go Political
[mp3 file: runs 00:27:30]


S6E14 (Archive) - Selling The Dream: Real Estate Advertising

From the Digital Box Set: This week, we look at the fine art of selling the dream. The world of Real Estate Marketing has its own rules, its own techniques and its own unique breed of salespeople. We'll tell the story of how the word "Realtor" was reluctantly blessed by Merriam-Webster, why so many real estate agents use photos of themselves as a marketing tactic and what happens when the real estate business tries enticing buyers using...humour. It's a form of marketing that touches all of us and it usually involves the biggest purchase of our lives. This is an archived episode that aired originally on April 6, 2017.

Download S6E14 (Archive) - Selling The Dream: Real Estate Advertising
[mp3 file: runs 00:27:00]


S6E13 (Archive) - The Wizarding World of Influencer Marketing

From the Digital Box Set: This week, we peek into the emerging world of Influencer Marketing. Today, the most popular social media influencers aren't celebrities, they're regular people. Bloggers, Instagrammers, YouTube stars and Snapchatters have amassed millions of followers, promoting products using only the trust of their fans as currency. We'll look at a single YouTube review that shot Patti Labelle to the top of the baking industry, why J.K. Rowling only needed seven people to promote the biggest movie attraction of the year and exactly what happens when influencers break the trust of their loyal followers. It all comes down to integrity and transparency. This is an archived episode that aired originally on March 30, 2017.

Download S6E13 (Archive) - The Wizarding World of Influencer Marketing
[mp3 file: runs 00:27:30]


S6E11 (Archive) - The Frankenstein Factor: Inventors Who Regret Their Inventions

From the Digital Box Set: This week, we analyze inventors who later came to regret their inventions. Sometimes it's because the product ended up being harmful. Other times it's because of the way their product was used. But in most cases, the creators simply lost control of their creations. We'll look at why the inventor of the K-Cup doesn't own a Keurig machine, why the creator of Mother's Day later tried to have it rescinded and how the Wright Brothers lost control of the airplane. It's one of the most unwieldy aspects of marketing - you create a product, you inform the public, you put it into the marketplace, and it's out of your hands. This is an archived episode that aired originally on March 13, 2017.

Download S6E11 (Archive) - The Frankenstein Factor: Inventors Who Regret Their Inventions
[mp3 file: runs 00:27:14]


S6E10 (Archive) - The Odd Couple: Unlikely Marketing Collaborations

From the Digital Box Set: In this episode, we look at what happens when seemingly unrelated companies decide to partner up. By pooling their resources and, more importantly, by leveraging each other's strengths, unlikely brands collaborate to achieve much more than they could have achieved alone. We'll look at a hotel that partnered with an animal rescue organization by bringing dogs into the hotel, a budget-priced car that redefined the term "luxury vehicle" by teaming up with Prada and how NASA got the public to support the space industry using...a toy. Sometimes, odd couples click. And what they create together is highly unusual and unique. This is an archived episode that aired originally on March 9, 2017.

Download S6E10 (Archive) - The Odd Couple: Unlikely Marketing Collaborations
[mp3 file: runs 00:27:01]


S6E09 (Archive) - The Elephant In The Room: Humane Marketing vs. Profit

From the Digital Box Set: In this episode, we explore the controversial topic of Humane Marketing. From circuses to SeaWorld to fashion runways to fast food restaurants, each industry is dealing with mounting issues when it comes to the ethical treatment of animals, and their marketing is being affected as a result. This week, we'll look at how Ringling Brothers started using humane storytelling to draw customers, how Armani tipped the scales in the burgeoning "vegan clothing" world and the 2016 movie that may change the way animals are used in film forever. In this day and age, you can't ignore the elephant in the room. This is an archived episode that aired originally on March 2, 2017.

Download S6E09 (Archive) - The Elephant In The Room: Humane Marketing vs. Profit
[mp3 file: runs 00:27:50]


S6E08 (Archive) - Brands In Cars Getting Coffee: Sponsorship Marketing

From the Digital Box Set: This week, we enter the delicate world of Sponsorship Marketing. Close to 20 billion sponsorship dollars are spent each year in North America. That money can keep a brand afloat, or it can cause a lot of tension. We'll look at how a single phone call from Coca Cola changed Christmas tradition forever, how Barbie helped save the Girl Scouts and what happens when a sponsor has to weather the demands...of the sponsee. The reason brands pick certain programs or events to sponsor is always strategic – and always interesting. This is an archived episode that aired originally on February 23, 2017.

Download S6E08 (Archive) - Brands In Cars Getting Coffee: Sponsorship Marketing
[mp3 file: runs 00:27:36]


S6E06 (Archive) - Lead Balloons: When Negative Brand Names Work

From the Digital Box Set: This week, we analyze brand names that should never have worked. While most companies strive for positive names, others succeed with negative ones. Names that suggest the opposite of what the company is offering, or even risk offending the very customers it hopes to attract. We'll look at a band named after one of the biggest air disasters of the 20th century, a restaurant that proudly tries to clog its customers' arteries (and has on occasion) and a rental car company that promises junkers. It's a fine line between memorable and detrimental. This is an archived episode that aired originally on February 8, 2017.

Download S6E06 (Archive) - Lead Balloons: When Negative Brand Names Work
[mp3 file: runs 00:27:24]


S6E05 (Archive) - Judgment Day: Super Bowl Advertising

From the Digital Box Set: This week, we take a look at the biggest day of the year for the advertising industry: The Super Bowl. The only sporting event where viewers pay as much attention to the commercials as they do the game. We'll analyze a tiny but ambitious brand that bet its entire marketing budget on one single Super Bowl commercial, a website that created a purposefully banned ad to generate free buzz and a company that created the most famous Super Bowl commercial of all time one year, then aired another the next that was such a flop, they sent the ad agency packing. That's why they call it "Judgment Day" - because careers and accounts hang in the balance on Super Bowl Sunday. This is an archived episode that aired originally on February 2, 2017.

Download S6E05 (Archive) - Judgment Day: Super Bowl Advertising
[mp3 file: runs 00:27:41]


S6E04 (Archive) - What A Difference A Difference Makes: Standing Out In The Marketplace

From the Digital Box Set: This week we look at brands that separate themselves from the herd. In the world of marketing, standing out is the most critical thing a company can do. Having a distinct personality gives shoppers a reason to remember a brand and a reason to buy. We'll analyze a wrestler who used a delicate flower to intimidate his opponents, a single eye patch that gave one company a $28M bump in sales and a motorcycle brand that succeeded by taking the fun out of the ride. This is an archived episode that aired originally on January 26, 2017.

Download S6E04 (Archive) - What A Difference A Difference Makes: Standing Out In The Marketplace
[mp3 file: runs 00:27:20]


S6E03 (Archive) - Passport Revoked: When Brands Fail Internationally

From the Digital Box Set: In this episode, we explore why some big brands fail when they attempt to expand internationally. It’s always interesting when massive companies with marketing firepower move into a new country and end up packing up their tents and going back home. Sometimes those companies succeed in other countries, but one just trips them up. We’ll look at how Home Depot and eBay originally struck out in China, why Germany didn’t take well to Walmart and we’ll dive deep into the real reasons Target failed in Canada. Amazing success stories at home, failures abroad. This is an archived episode that aired originally on January 19, 2017.

Download S6E03 (Archive) - Passport Revoked: When Brands Fail Internationally
[mp3 file: runs 00:27:20]


S6E02 (Archive) - LIVE: Unforeseen Circumstances: How Companies Are Affected By Chance

From the Digital Box Set: This episode was performed live at the Hot Docs Podfest in Toronto in front of 600 podcast lovers. In this show, we explore what happens to brands when a completely unexpected event occurs. Most companies tightly control every aspect of a brand - but occasionally, an unforeseen circumstance rears its head. And it’s always interesting to see how the company reacts and what happen to their business as a result. We’ll look at what happened to Ford Broncos after the OJ Simpson slow-speed car chase, what happened to Red Lobster after Beyonce gave it a sexy callout in a song, and what happened to James Bond when JFK gave the books a ringing endorsement. This episode includes a live Q&A at the end with our team. So fun. This is an archived episode that aired originally on January 12, 2017.

Download S6E02 (Archive) - LIVE: Unforeseen Circumstances: How Companies Are Affected By Chance
[mp3 file: runs 00:52:27]


S6E01 (Archive) - The Crazy World of Trademarks

From the Digital Box Set: On this first episode of the 2017 season, we explore the crazy world of Trademarks. The key to success in marketing is to stand out from the crowd. One of the best ways to do that is with trademarks. Brands try to create logos or slogans or design features that they can protect legally, giving them unique marketing tools. In this episode, we'll look at a lawsuit between Disney and a music performer over a mouse trademark, we'll listen to how companies trademark sounds, we'll talk about a ring announcer who earned over $400 million from trademarking a single sentence and how shock rocker Marilyn Manson saved his career by trademarking his name. This is an archived episode that aired originally on January 5, 2017.

Download S6E01 (Archive) - The Crazy World of Trademarks
[mp3 file: runs 00:26:50]


S5E25 (Archive) - Ask Terry 2016

From the Digital Box Set: This show marks the final episode of the Under The Influence 2016 season. And as we do every year, we're turning this show over to you, our listeners. We’ll be answering all the marketing and advertising questions you've sent us through social media. From the strangest place I’ve ever seen an ad, to the surprising reason behind Canada’s required “skill-testing question” to win a contest, to how Under The Influence gets put together each week - this year’s questions were fun and insightful. This is an archived episode that aired originally on June 23, 2016.

Download S5E25 (Archive) - Ask Terry 2016
[mp3 file: runs 00:27:14]


S5E23 (Archive) - When Madison Avenue Met Broadway: The World of Industrial Musicals

From the Digital Box Set: This week, we explore the little known and surprising world of Industrial Musicals. In an unexpected collision of Madison Avenue and Broadway, companies in the '50s began staging full-fledged musicals in an effort to inspire their employees, parade new product lines and boost morale. We'll look at one company that tripled the production costs of My Fair Lady to inspire its sales team, another that unknowingly funded one of the most iconic novels of our time and the handful of companies that still practice the art of Industrial Musicals today. Nothing inspires a marketing department quite like choreographed tap dancing. This is an archived episode that aired originally on June 9, 2016.

Download S5E23 (Archive) - When Madison Avenue Met Broadway: The World of Industrial Musicals
[mp3 file: runs 00:27:15]


S5E24 (Archive) - Commercial Parodies

From the Digital Box Set: This week, we take a peek into the risky, yet delicious world of commercial parodies. Some spoof ads are created just for the laughs, while others are sharp critiques of questionable products, overzealous advertising claims and self-congratulatory corporations. We'll look at a magazine that satirized one of the most controversial court cases of the century, a company that parodied the competition, then sued another company for parodying their parody, and unpack the Saturday Night Live skits that brought commercial parodies into the mainstream. Commercial parodies didn't just lampoon the ad industry, they influenced it. This is an archived episode that aired originally on June 16, 2016.

Download S5E24 (Archive) - Commercial Parodies
[mp3 file: runs 00:27:42]


S5E22 (Archive) - Bookmarks 2016

From the Digital Box Set: The research team at Under The Influence does a lot of reading over the year and finds a lot of great stories - many of which don’t fit into our regular episodes. But that doesn’t mean they shouldn’t be told. This week, we’ll tell the story of how Stephen King’s wife Tabitha fished a story out of the wastepaper basket that changed their lives, how Engelbert Humperdinck’s manager tricked his record company into signing him, how Rocket Richard taught an enforcer a lesson and we’ll tell an emotional story about one of the most memorable scenes from M*A*S*H. Then, we’ll extract the marketing lessons from each of those incredible tales. This is an archived episode that aired originally on June 2, 2016.

Download S5E22 (Archive) - Bookmarks 2016
[mp3 file: runs 00:26:51]


S5E21 (Archive) - Persuasive Perks: The World of Loyalty Programs

From the Digital Box Set: This week, we explore the world of loyalty programs. In this day and age, marketers do everything possible to encourage loyal customers, and loyalty programs are one of the most effective ways to retain them. We’ll go back in time to see how the first loyalty programs started, and we’ll analyze the marketing strategies behind today’s programs to see how they really work. Loyalty cards may give shoppers points, miles and merchandise, but what they give marketers is fascinating. This is an archived episode that aired originally on May 26, 2016.

Download S5E21 (Archive) - Persuasive Perks: The World of Loyalty Programs
[mp3 file: runs 00:27:27]


S5E19 (Archive) - Strange Bedfellows: Advertising & Porn, Part II

From the Digital Box Set: This week, it’s part two of our Strange Bedfellows episode. It’s not just smaller brands that are beginning to advertise on porn sites, Hollywood has come knocking, too. Large audiences and cheap ad rates are making advertisers ignore the risk in the hunt for reward. At the same time, porn sites are starting to advertise in mainstream media, and are trying to entice advertisers with analytics, public service messages and even college scholarships. It’s an interesting crossroad and a very dangerous intersection. This is an archived episode that aired originally on May 12, 2016.

Download S5E19 (Archive) - Strange Bedfellows: Advertising & Porn, Part II
[mp3 file: runs 00:27:09]


S5E18 (Archive) - Strange Bedfellows: Advertising & Porn, Part I

From the Digital Box Set: This week, we explore the increasingly blurred line between advertising and porn. There has always been a line advertisers wouldn’t cross to promote their wares - but now some marketers have tiptoed over that line to advertise on porn sites. From food companies to fashion brands to Hollywood movies, marketers have breached the final frontier in their search for bigger, more affordable audiences. And on the other side of the tracks, porn sites are beginning to advertise in mainstream media. It’s a big risk for these strange bedfellows. This is an archived episode that aired originally on May 5, 2016.

Download S5E18 (Archive) - Strange Bedfellows: Advertising & Porn, Part I
[mp3 file: runs 00:26:35]


S5E20 (Archive) - Radio Still Makes Waves

From the Digital Box Set: This week, we take a trip to five different countries to listen to some astonishing radio advertising. From a theatre company in Switzerland that sponsored traffic in a whole new way, to a radio campaign that tried to bore you to sleep, to an amazing radio ad that asks you to donate your voice to help other people - all of these amazing campaigns are turning radio on its ear. This is an archived episode that aired originally on May 19, 2016.

Download S5E20 (Archive) - Radio Still Makes Waves
[mp3 file: runs 00:27:38]


S5E16 (Archive) - Brand Envy 2016

From the Digital Box Set: This is our annual episode where Terry tells some interesting stories about the brands he admires. This year, it includes the very first toy ever advertised on television in 1952, a teen magazine dedicated to heartthrobs, the only trailer people can name-check on highways and a book that can be found in every hotel room. Each of these brands has a special reason why it has survived and thrived. This is an archived episode that aired originally on April 21, 2016.

Download S5E16 (Archive) - Brand Envy 2016
[mp3 file: runs 00:26:50]


S5E15 (Archive) - Business As Unusual: The World of B2B Advertising

From the Digital Box Set: This week, we explore the world of business-to-business advertising. It used to be the most boring advertising in the world - where green copywriters cut their teeth and washed-up copywriters ended their careers. But all that changed when B2B companies dared advertise at the Super Bowl, and showed the marketing world that advertising industrial equipment could be as sexy as advertising a sports car. This is an archived episode that aired originally on April 13, 2016.

Download S5E15 (Archive) - Business As Unusual: The World of B2B Advertising
[mp3 file: runs 00:29:43]


S5E14 (Archive) - World's Oldest Brands

From the Digital Box Set: This week, we search for some of the world’s oldest brands. 80% of companies fold after 18 months, the ones that survive average a 50 year lifespan, then there are the ones that manage to last 100, 300 or sometimes even 600 years. We’ll look at a retail store that began in 1670, a brewery that poured its first beer in 1366 and the oldest fast food joint that used root beer to attract drinkers during Prohibition. Join us as we look for the magical ingredient in companies that last centuries. This is an archived episode that aired originally on April 6, 2016.

Download S5E14 (Archive) - World's Oldest Brands
[mp3 file: runs 00:27:20]


S5E13 (Archive) - Bouncing Back: How Marketers Survive Debacles

From the Digital Box Set: This week, we look at how marketing companies bounce back from blunders and epic missteps. Yes, most apologize, but what happens after the apology? We find out by telling the story of an airline that mistakenly offered business class tickets to Europe for $39, the cautionary tale of a company that made fun of a very serious Twitter hashtag and paid the price, the way a major candy bar company was forced to pull a global campaign off the air but came back even stronger and the odd story of how a mattress company offended almost everybody with an ad, then apologized, then took the apology back. This is an archived episode that aired originally on March 31, 2016.

Download S5E13 (Archive) - Bouncing Back: How Marketers Survive Debacles
[mp3 file: runs 00:26:43]


S5E11 (Archive) - Liar For Hire: And Other Strange Service Companies

From the Digital Box Set: While there are many strange products in the world, there are even stranger service companies. This week, we talk about a company that rents wedding guests, a company you can hire to actually cuddle you and a company that promises to cure your hangover in just a few hours. And if you need an alibi to go with that hangover, there’s a company that markets lies, too. This is an archived episode that aired originally on March 17, 2016.

Download S5E11 (Archive) - Liar For Hire: And Other Strange Service Companies
[mp3 file: runs 00:27:28]


S5E10 (Archive) - Live and Let Buy: Where You Live Dictates What You Purchase

From the Digital Box Set: The most interesting cultural differences aren’t country to country, they're province to province, state to state and even city to city. This week, we explore how and why people living in different locations buy such vastly different products. British Columbia likes to show off luxury cars, Toronto likes big homes, and New York likes luxury watches. The most pampered pets live in Saskatchewan. Last year, the city that bought the most sex paraphernalia was Victoria, this year it’s a city out east. Join us to find out which one. Live & Let Buy: where you live dictates what you buy. This is an archived episode that aired originally on March 10, 2016.

Download S5E10 (Archive) - Live and Let Buy: Where You Live Dictates What You Purchase
[mp3 file: runs 00:27:28]


S5E09 (Archive) - Achilles Heel Advertising: Repositioning The Competition

From the Digital Box Set: This week, we explore when a smaller advertiser attacks the weak spot in a bigger advertiser’s marketing. It’s a strategy of brinksmanship, because it means a smaller company not only chooses to attack a larger company, but it attacks the weakness in a bigger company’s strength. It takes surgical precision, but when done well, the smaller advertiser gains market share, while diminishing the bigger company’s reputation at the same time. We’ll talk about how Avis aimed an arrow at Hertz, how Tylenol overtook the much larger Bayer Aspirin, how Scope used a slingshot to battle the Goliath in the mouthwash category, and the amusing story of how a potato chip company battled a competitor by finding the soft spot in its ingredient list. This is an encore episode that aired originally on March 3, 2016.

Download S5E09 (Archive) - Achilles Heel Advertising: Repositioning The Competition
[mp3 file: runs 00:27:16]


S5E08 (Archive) - Movie Merchandising

From the Digital Box Set: In this episode, we explore the marketing of Movie Merchandise. From the earliest days of merchandising book characters to the true beginning of movie merchandising with the birth of Mickey Mouse and the Disney Studio, the marketing of toys and games became a critical strategy for movie and television studios. We chart the milestones in entertainment merchandising, how those milestones became a marketing strategy to build loyal audiences and how the biggest merchandising breakthrough in a galaxy far, far away changed everything. This is an archived episode that aired originally on February 24, 2016.

Download S5E08 (Archive) - Movie Merchandising
[mp3 file: runs 00:27:05]


S5E06 (Archive) - Words Invented By Marketers

From the Digital Box Set: This week, we explore Words Invented By Marketers. Many of those words found their way into the dictionary and have become part of our daily language, like “Dependability” and “Halitosis.” While some other familiar words like Retsyn and Fahrvergnugen were around for a short time, then disappeared into the annals of commercial history. We’ll also get to the bottom of Corinthian Leather. This is an archived episode that aired originally on February 11, 2016.

Download S5E06 (Archive) - Words Invented By Marketers
[mp3 file: runs 00:27:33]


S5E05 (Archive) - Small Move, Big Gain

From the Digital Box Set: This episode explores how small moves can result in huge business gains. While much of the business world spends its time looking for the big idea, many companies enjoy massive results with tiny moves and subtle tweaks. We’ll look at how a hit movie that was turned down by every studio in town was finally sold thanks to a small change in the way it was pitched, how Obama used a small tactic to beat John McCain and how broccoli made a small move to become popular during the infamous OJ Simpson trial. This is an archived episode that aired originally on February 3, 2016.

Download S5E05 (Archive) - Small Move, Big Gain
[mp3 file: runs 00:27:16]


S5E04 (Archive) - When Marketers Lie

From the Digital Box Set: This week, we look at the consequences when marketing companies lie. From the Volkswagen scandal, to a promotion that brought Hoover to its knees, to a company that promised super-charged sexual enhancement, each was a case of fraud with disastrous repercussions. Join us as we explore what happened and whether those companies ever regained the trust of their customers. This is an encore episode that aired originally on January 27, 2016.

Download S5E04 (Archive) - When Marketers Lie
[mp3 file: runs 00:27:38]


S5E03 (Archive) - Zombie Brands

From the Digital Box Set: This week, the topic is Zombie Brands - products and companies that had a long run of success, then ran into difficulties, and were either shut down or slipped into bankruptcy - only to rise from the dead and exist yet again. We’ll look at an airline grounded 25 years ago that has taken flight again, a retailer that died and came back, a television show that was cancelled then resurrected to become one of the most successful of all time and an automobile that once ruled the road, was then discontinued, then exhumed. All zombie brands that still roam the earth. This is an archived episode that aired originally on January 20, 2016.

Download S5E03 (Archive) - Zombie Brands
[mp3 file: runs 00:27:00]


S5E02 (Archive) - Promise Less, Profit More

From the Digital Box Set: Most products offer customers as many features and benefits as possible in order to lure shoppers toward a purchase. But then there are some companies that offer you less and profit more. We’ll look at a book company that eliminated their books and made millions, an electronics company that broke all the rules by eliminating the recording function from a tape machine and made history and how two companies looked at a shoe and made millions by throwing away the laces. This is an archived episode that aired originally on January 14, 2016.

Download S5E02 (Archive) - Promise Less, Profit More
[mp3 file: runs 00:27:45]


S5E01 (Archive) - How Marketing Created Rituals

From the Digital Box Set: In our first episode of the 2016 season, we look at how the marketing industry created many of our everyday rituals. We don't think twice about having bacon & eggs for breakfast, or taking a coffee break, or using soap to wash our hands. But each of those routine rituals was invented by marketing companies to sell more product. You may even be surprised to learn that when our kids trick or treat has a marketing story behind it. Join us as we explore how these and many more rituals began and how they influence your life. This is an archived episode that aired originally on January 1, 2016.

Download S5E01 (Archive) - How Marketing Created Rituals
[mp3 file: runs 00:27:14]


S4E25 (Archive) - Ask Terry 2015

From the Digital Box Set: This is the final episode of our 10th season on CBC. And to celebrate, we turn the show over to you. That means Terry will be answering listener questions. He’ll talk about why he chose advertising as a profession, how political marketing differs from product marketing, whether the jingle is definitely dead, why some bad commercials actually work and how he would advertise marijuana brands. The questions are fun, insightful and amusing. Hope you’ll tune in. This is an archived episode that aired originally on June 20, 2015.

Download S4E25 (Archive) - Ask Terry 2015
[mp3 file: runs 00:26:52]


S8E25 (Archive) - Ask Terry 2019

From the Digital Box Set: This week, it’s the final episode of the 2019 season: Ask Terry. And as we do every year, we’re turning this show over to you, our listeners, and answering your questions on the air. From whether subliminal advertising exists, to if my career has made me a cynical consumer, to which of the Beatles was the best marketer, this year’s questions were fun and insightful. Oh - and you’ll get a chance to meet the team, too. This is an archived episode that aired originally on June 20, 2019.

Download S8E25 (Archive) - Ask Terry 2019
[mp3 file: runs 00:27:34]


S4E24 (Archive) - Selling Yourself: The Art of Personal Branding

From the Digital Box Set: This week, we take the marketing lessons from big brands and apply them…to you. If you have to sell yourself, sell your services, if you want more “likes” and followers, or if you’re looking for a job - this episode explores how to manage your social media, how to pick the best profile photo, how to maintain a consistent tone of voice and how to avoid cliches in your resume. It’s time to overhaul your personal brand. This is an archived episode that aired originally on June 7, 2015.

Download S4E24 (Archive) - Selling Yourself: The Art of Personal Branding
[mp3 file: runs 00:26:43]


S4E22 (Archive) - The Internet of (Marketing) Things

From the Digital Box Set: This week, we look at the impact of the Internet of Things on the world of marketing. Soon, most of the devices in our lives will be given a digital voice. Your fridge will be doing your weekly grocery shopping for you - and that means marketers will have to send discount coupons to your appliances. Your car will be able to make appointments with a mechanic all by itself, and you can now order laundry detergent, coffee and bathroom tissue with the push of Wi-Fi Amazon Dash button in your home. We’ll look at the fine line between convenience and intrusion and why marketers are looking forward the Internet of (marketing) Things. This is an archived episode that aired originally on May 30, 2015.

Download S4E22 (Archive) - The Internet of (Marketing) Things
[mp3 file: runs 00:26:55]


S4E21 (Archive) - Bookmarks 2015

From the Digital Box Set: This is our annual episode dedicated to great stories from our Under The Influence research books that didn’t make our regular season. We’ll tell the story of why Tim Hortons always chooses brown bricks for their stores, how Best Buy helped men set up their electronics without offending their manhood, an amusing story about the problem of Ronald McDonald taking naps between scenes of a television commercial and how Levis sold a product to the teenagers of Europe that they didn’t even want - but eventually loved. This is an archived episode that aired originally on May 23, 2015.

Download S4E21 (Archive) - Bookmarks 2015
[mp3 file: runs 00:27:20]


S4E20 (Archive) - Sue Me, Sue You Blues: Famous Advertising Lawsuits

From the Digital Box Set: This week, we look at Famous Advertising Lawsuits. Because the stakes are so high in the world of marketing, it leads to some interesting - and odd - lawsuits. We’ll tell the story of how an elderly woman sued McDonald’s because her coffee spilled on her lap and why she won the case. How Microsoft came gunning for a 17 year-old Mike Rowe's website with the domain name www.MikeRoweSoft.com. How a Hollywood actress sued a store for tweeting a photo of her shopping there. And the amusing story of Hall & Oates suing a company over a cereal called Haulin’ Oats. Everyone rise, court is in session. This is an archived episode that aired originally on May 16, 2015.

Download S4E20 (Archive) - Sue Me, Sue You Blues: Famous Advertising Lawsuits
[mp3 file: runs 00:26:12]


S8E24 (Archive) - God Save The Commercial: When Ads Are Banned

From the Digital Box Set: This week, we look at Banned Commercials. The majority of the time, ads are banned for being sexist or too suggestive. But many commercials are banned for other, more fascinating reasons. Sometimes bans cripple a campaign, other times they’re puzzling, but more often than not, they’re rocket fuel. This is an archived episode that aired originally on June 13, 2019.

Download S8E24 (Archive) - God Save The Commercial: When Ads Are Banned
[mp3 file: runs 00:27:52]


S4E19 (Archive) - Even In The Dark: How Packaging Persuades You To Buy

From the Digital Box Set: This week, we explore how Product Packaging influences what you buy. We'll tell the story of how the famous Coke bottle was born, how the psychology behind packaging designs influence you in grocery stores and how Tropicana and Tide learned the hard way that package design can be bad even when it's good. This is an archived episode that aired originally on May 9, 2015.

Download S4E19 (Archive) - Even In The Dark: How Packaging Persuades You To Buy
[mp3 file: runs 00:27:15]


S4E17 (Archive) - Show Me The Money: The World of Product Placement

From the Digital Box Set: This week, we explore the world of Product Placement. From the first product placement in a movie in 1927, to E.T., to the latest movies and TV shows, advertisers look for opportunities to give their products starring roles. We’ll look at the history of product placement, how it evolved and the most famous examples of how it went right - and how it went horribly wrong. This is an archived episode that aired originally on April 25, 2015.

Download S4E17 (Archive) - Show Me The Money: The World of Product Placement
[mp3 file: runs 00:27:17]


S4E16 (Archive) - Brand Envy 2015

From the Digital Box Set: This week, it’s Terry's annual look at his favourite brands. They may not be the coolest brands, or the newest or the biggest - they are just fascinating studies in marketing. Terry looks at an armoured truck company that decided to transport money instead of packages, a business that started because of spilled milk, a board game created to protest capitalism and a 51-year-old game show that still attracts over 25 million viewers per week. Each wildly successful, each still going today and each one of them survived because of an unforeseen opportunity. This is an archived episode that aired originally on April 18, 2015.

Download S4E16 (Archive) - Brand Envy 2015
[mp3 file: runs 00:27:16]


S4E15 (Archive) - Tourism Marketing

From the Digital Box Set: This week, we look at the world of Tourism Marketing. Every country and city competes for lucrative tourism dollars, and the resulting marketing is often highly creative and fascinating. We’ll tell the story of a city that promised to keep secrets, a state that offered one tourist the job of a lifetime, and a country that actually benefited from being insulted in a movie. This is an archived episode that aired originally on April 11, 2015.

Download S4E15 (Archive) - Tourism Marketing
[mp3 file: runs 00:27:12]


S8E23 (Archive) - The Risk in the Asterisk: Fine Print & Advertising Disclaimers

From the Digital Box Set: This week, we unpack the nuanced world of Advertising Disclaimers. We'll look at the most absurd product disclaimers of all time, why a shocking disclaimer on a brand of Lays chips sparked a 50% drop in sales and the presidential attack ads that changed political disclaimers forever. It really puts the "risk" in asterisk. This is an archived episode that aired originally on June 6, 2019.

Download S8E23 (Archive) - The Risk in the Asterisk: Fine Print & Advertising Disclaimers
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S4E14 (Archive) - Limited Edition Brands

From the Digital Box Set: This week, we explore Limited Edition Brands. Many marketers often release special-edition products of their mainstream brands. It may be a special limited-time flavour or colour, or it may be a kooky version of their usual product. It's an interesting marketing strategy, because marketers create limited-edition brands for very specific reasons - to generate new attention, or test-drive a new product or to celebrate an event. Some work, some don't - but the stories behind them are often fascinating. This is an archived episode that aired originally on April 4, 2015.

Download S4E14 (Archive) - Limited Edition Brands
[mp3 file: runs 00:26:40]


S4E13 (Archive) - The Marketing Innovations Episode

From the Digital Box Set: This episode takes a look at the most recent - and interesting - marketing innovations from around the world. From an edible pizza box, to a glove that will play music and take pictures, to rentable office desks, to personal climate controls for airplane seats, to rain that actually smells like brands - the latest marketing innovations are simply unbelievable. This is an archived episode that aired originally on March 28, 2015.

Download S4E13 (Archive) - The Marketing Innovations Episode
[mp3 file: runs 00:27:00]


S4E11 (Archive) - Giftvertising

From the Digital Box Set: This week, we look at one of the newest trends in marketing called Giftvertising. Where marketers surprise their customers with elaborate free gifts, film their reactions and put the resulting video on YouTube, hoping it will go viral. From airlines to banks to retail stores, big brands are embracing the trend. We'll also look at the psychology behind Giftvertising, why it works, and the pros and cons of employing it. This is an archived episode that aired originally on March 14, 2015.

Download S4E11 (Archive) - Giftvertising
[mp3 file: runs 00:27:18]


S4E10 (Archive) - The Sharing Economy

From the Digital Box Set: One of the biggest factors fuelling the sharing economy is the mindset of the Millennial generation. A demographic bigger than the Baby Boomers, Millennials have been conditioned by the Great Recession to shed the responsibility of ownership. They want the movie, but not the DVD. They want the music, but not the CD. They want the ride, but not the car. That attitude is beginning to have an enormous impact on marketers, as the biggest consumer demographic in history would rather share than buy. Join us as we explore the marketing implications of the sharing economy. This is an archived episode that aired originally on March 6, 2015.

Download S4E10 (Archive) - The Sharing Economy
[mp3 file: runs 00:26:20]


S8E22 (Archive) - Bookmarks 2019

From the Digital Box Set: This week, it's our annual Bookmarks episode - where we tell fascinating stories from our research that didn't make it into the regular season. Like - why Beatles producer George Martin was first assigned to the Fab Four as punishment by his boss. Why an episode of Mary Tyler Moore was considered to be so morbid that a brand new director had to be brought in to handle it tastefully. And why there were blank spaces in Bill Murray's original Caddyshack script. This is an archived episode that aired originally on May 30, 2019.

Download S8E22 (Archive) - Bookmarks 2019
[mp3 file: runs 00:27:44]


S4E09 (Archive) - Geography As Branding

From the Digital Box Set: The issue of geography is a subject the marketing world subscribes to. Many companies, and even entire industries, attach their brands to geographical points of origin as a way to differentiate themselves and assert superiority. From German engineering to Russian vodka to Swiss watches, "Geography as Branding" is a powerful marketing strategy that often comes with a premium price tag. This week, we explore if that premium price tag is justified... This is an archived episode that aired originally on February 28, 2015.

Download S4E09 (Archive) - Geography As Branding
[mp3 file: runs 00:26:23]


S4E08 (Archive) - For Your Consideration: The Hollywood Oscar Campaigns The Public Never Sees

From the Digital Box Set: The wins and losses at the Academy Awards change the fortunes of actors, directors and films. But what the public never sees is how movie studios - and some actors - campaign to win those Oscars. The strategies used to influence Academy voters are fascinating, involving millions of dollars, trade advertising, parties, swag, the White House, law suits and even trips to old age homes to sway elderly voters. Grab a bag of popcorn and tune in. This is an archived episode that aired originally on February 21, 2015.

Download S4E08 (Archive) - For Your Consideration: The Hollywood Oscar Campaigns The Public Never Sees
[mp3 file: runs 00:27:23]


S4E06 (Archive) - Marketing Hit Songs

From the Digital Box Set: This week, we look at how hit songs are marketed. With music sales in decline, recording artists are turning to inventive marketing ideas to sell their albums. From the first 24-hour music video, to hiding lyrics in library books, to downloading a new album onto 500 million music libraries, to the opposite strategy of issuing one single copy of a new album, marketing hit songs has never had more interesting notes. This is an archived episode that aired originally on February 7, 2015.

Download S4E06 (Archive) - Marketing Hit Songs
[mp3 file: runs 00:26:57]


S4E01 (Archive) - Strange Brands

From the Digital Box Set: This week, we looks at some of the strangest brands that exist in the world. Some are the result of odd licensing deals - like WikiLeaks, which is now licensing its brand out to other manufacturers. Others are the result of unusual marketing opportunities - like a Burger King body spray. We kid you not. From Mandela wines to Motörhead Shiraz, we explore how these strange products came about, the thinking behind them, and the resulting sales results. Hey, even the U.S. Marines have their own cologne. This is an archived episode that aired originally on January 2, 2015.

Download S4E01 (Archive) - Strange Brands
[mp3 file: runs 00:27:17]


S8E21 (Archive) - Brand Envy 2019

From the Digital Box Set: This week, it's our annual look at brands I admire. They may not be the coolest or the biggest brands - but they're fascinating studies in marketing. From a record store with a sense of humour to a cartoon with virtually no dialogue, this year's list gives me a mean case of Brand Envy. This is an archived episode that aired originally on May 23, 2019.

Download S8E21 (Archive) - Brand Envy 2019
[mp3 file: runs 00:27:54]


S8E20 (Archive) - To Bleep Or Not To Bleep: Vulgar Trademarks

From the Digital Box Set: This week, we look at the use of profanity in marketing and the resulting upsurge in Vulgar Trademarks. Four-letter words aren't just sought out by small, feisty companies looking for attention anymore, but by some of the largest advertisers in the world. Is it obscene, or is it free speech? These days, I swear it's hard to tell. This is an archived episode that aired originally on May 16, 2019.

Download S8E20 (Archive) - To Bleep Or Not To Bleep: Vulgar Trademarks
[mp3 file: runs 00:27:27]


S4E05 (Archive) - Selling The Moon, Part II

From the Digital Box Set: In Part Two of "Selling The Moon," we pick up the story with the success of the Gemini program, which leads NASA to believe they might reach the moon faster than anticipated. But then tragedy strikes and the Apollo project is put on hold for more than a year. But when the improved Apollo program returns, the race to the moon accelerates - as does the remarkable marketing that surrounds it. NASA continues to sell the moon landing as a technological marvel that will benefit Americans, advertisers jump on the bandwagon, television networks brace for the big landing, and Neil Armstrong finally delivers on JFK's promise. This is an archived episode that aired originally on January 30, 2015.

Download S4E05 (Archive) - Selling The Moon, Part II
[mp3 file: runs 00:27:34]


S4E04 (Archive) - Selling The Moon, Part I

From the Digital Box Set: This week, we present Part One of our "Selling The Moon" episode. Across two episodes, we'll trace the way NASA marketed the expensive moon landing to both the American public, and to Congress. In this first part, we see how the Russians got to space first, prompting President John F. Kennedy to promise a moon landing - not only as a way to win the space race - but to improve his public relations after the Bay of Pigs fiasco. The journey to the moon will be one of the most expensive endeavours in history, and NASA needed to constantly market the program to keep Americans interested, and Congress signing the cheques. Part One is all about putting the moon shot in motion. In Part Two, we'll pick up the story with the Apollo program, the tragedies and achievements that push the space program closer to the moon, and the way NASA never took its foot off the marketing/PR pedal until Armstrong climbed down that historic ladder. This is an archived episode that aired originally on January 24, 2015.

Download S4E04 (Archive) - Selling The Moon, Part I
[mp3 file: runs 00:26:55]


S4E03 (Archive) - Selling Ugly

From the Digital Box Set: Not all products are beautiful. While it's easy to sell a gorgeous item, the degree of difficulty ratchets up when the item is butt-ugly. Some ugly products need a lot of clever marketing to succeed, while no amount of marketing can save other hideous brands. Then, every once in a while, some ugly products become runaway hits. In this episode, we tell the story of how a big grocery store figured out a way to sell deformed vegetables, how ugly footwear continues to attract millions of customers, how ugly toys created an empire and how the car industry has had mixed success selling some of the ugliest cars in history. No doubt about it, ugly can be pretty fascinating. This is an archived episode that aired originally on January 16, 2015.

Download S4E03 (Archive) - Selling Ugly
[mp3 file: runs 00:27:25]


S4E02 (Archive) - Controversy Advertising

From the Digital Box Set: This week, we tackle the topic of Controversy Advertising. The number one job of all advertising is to get attention, and many brands choose to use controversial advertising ideas to break through the clutter. It's a risky strategy, as controversy always courts trouble. We look at how Kmart used controversy to blow the dust off its staid image, how Kimberly-Clark used an eyebrow-raising idea to sell a discrete product and we tell the story of how one advertiser tried to sue his advertising agency for generating the wrong kind of controversy during the Super Bowl. This is an archived episode that aired originally on January 9, 2015.

Download S4E02 (Archive) - Controversy Advertising
[mp3 file: runs 00:27:37]


S8E19 (Archive) - Selling The Dream: Real Estate Advertising (An Encore Presentation)

From the Digital Box Set: This week, in an encore broadcast, we look at the fine art of selling the dream. The world of Real Estate Marketing has its own rules, its own techniques and its own unique breed of salespeople. We'll tell the story of how the word "Realtor" was reluctantly blessed by Merriam-Webster, why so many real estate agents use photos of themselves as a marketing tactic and what happens when the real estate business tries enticing buyers using humour. It's a form of marketing that touches all of us and it usually involves the biggest purchase of our lives. This is an archived episode that aired originally on May 9, 2019.

Download S8E19 (Archive) - Selling The Dream: Real Estate Advertising (An Encore Presentation)
[mp3 file: runs 00:27:38]


S3E25 (Archive) - Dear Terry 2014

From the Digital Box Set: Well, this is the final episode of the 2014 season. As as we do every year, we turn this show over to our listeners. I'll answer all the marketing and advertising questions listeners have sent in, and this year, the questions are better than ever. We'll trace the history of how Kool-Aid/Lemonade stands came to be, discuss why #1 brands still feel compelled to advertise, explore why Cadillac owners don't like vanilla ice-cream, why advertisers love using babies and small critters in their ads, what the rules are when it comes to the amount of advertising allowed every hour - and more. It's a fun Q&A - hope you'll join us. This is an archived episode that aired originally on June 21, 2014.

Download S3E25 (Archive) - Dear Terry 2014
[mp3 file: runs 00:27:23]


S8E18 (Archive) - Under The Influence of My Influences

From the Digital Box Set: This week, I'll be sharing some of the major influences in my life that helped inform my thinking and shape my career. Including a snowplow ad from my childhood, the sound effects from one very specific cartoon, hilarious actors I worked with and seeing the corner of a billboard flapping in the wind. It's a little lesson in who's had me under the influence. This is an archived episode that aired originally on May 2, 2019, and includes previously unaired bonus content. You're welcome.

Download S8E18 (Archive) - Under The Influence of My Influences
[mp3 file: runs 00:35:21]


S3E20 (Archive) - Selling Death

From the Digital Box Set: This week, we look at how companies sell death. While death is usually a forbidden word in advertising, the subject of death is slowly becoming more mainstream. We'll look at the one industry that truly specializes in it - the funeral industry. From QR codes on headstones, to live cams on caskets, to fish reefs made from your ashes, funeral homes are starting to market brand new services to attract customers. We'll also look at the recent popularity of death as entertainment - with the record-breaking audiences for The Walking Dead and a certain reality show called "Best Funeral Ever." This is an archived episode that aired originally on May 16, 2014.

Download S3E20 (Archive) - Selling Death
[mp3 file: runs 00:27:18]


S3E21 (Archive) - 21st Century Brands

From the Digital Box Set: This week, we look at 21st Century Brands. Only 14 years into a new era, and it's astounding to look at all the new brands and categories that have changed our world. Companies that have market values greater than 100 year-old companies, six-year old gadgets that rule our lives, and brand new product categories that demand unprecedented marketing strategies - all of which creates a list of 20th century products that are quietly disappearing. It's eye-opening when you take stock. This is an archived episode that aired originally on May 23, 2014.

Download S3E21 (Archive) - 21st Century Brands
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S3E23 (Archive) - Satisfaction Guaranteed

From the Digital Box Set: This week, we search for companies that offer 100%, no questions-asked, no fine print lifetime guarantees. They're hard to find, as not many companies are willing to offer that unlimited return policy. We'll look at one of the companies that pioneered the 100% lifetime guarantee, a company that abandoned 100% lifetimes guarantees after 75 years and we'll talk about the extreme risks these kind of guarantees pose, and the even greater rewards these companies enjoy. This is an archived episode that aired originally on June 6, 2014.

Download S3E23 (Archive) - Satisfaction Guaranteed
[mp3 file: runs 00:27:05]


S3E24 (Archive) - When Brands Mock Other Brands

From the Digital Box Set: This week, we look at brands that mock other brands. It's a risky strategy, as one company has to ridicule another brand to make a point - and mocking a rival always fuels retaliation. We'll talk about how Miller High Life mocked Anheuser-Busch during the Super Bowl, how Jaguar mocked Mercedes, how Samsung mocked Apple, how Apple mocked Samsung, and how Apple kind of perfected mocking when it set its sights on Microsoft. This is an archived episode that aired originally on June 13, 2014.

Download S3E24 (Archive) - When Brands Mock Other Brands
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S8E17 (Archive) - Best Product In A Leading Role: Celebrity CEOs

From the Digital Box Set: This week, we look at celebrities with their very own brands. From a small town general store owned by a comedian to a cosmetics empire started by an 18-year-old to a winery that was funded by the Godfather movies - a few of them are even billion-dollar enterprises. This is an archived episode that aired originally on April 25, 2019.

Download S8E17 (Archive) - Best Product In A Leading Role: Celebrity CEOs
[mp3 file: runs 00:27:23]


S3E15 (Archive) - Terry's Bookshelf

From the Digital Box Set: This week, it's our annual book show. The research for Under The Influence requires a lot of reading, and listeners always ask for more information about the books we mention. So we take the opportunity every year to talk about the research books we've read, and tell additional stories from those books. In this year's show, we'll talk about how Bobby Orr met Gordie Howe's elbow, how the Romans turned their weakness in sea battles into a strength, how baggage inspectors at El-Al Airlines put their lives on the line, and how the rock band Kiss did something so wonderful for their fans that it ended up putting Kiss on the map. This is an archived episode that aired originally on April 11, 2014.

Download S3E15 (Archive) - Terry's Bookshelf
[mp3 file: runs 00:27:17]


S3E16 (Archive) - Brand Envy 2014

From the Digital Box Set: This week, it's Terry's annual episode where he features four brands he admires. It might be because the brand broke new ground, or has managed to stay #1, or just because it has been a part of our lives for so long. With that in mind, he'll celebrate a certain mac & cheese that has been with us since 1937, a TV show that broke ground in 1969, a condiment that has been #1 for over 100 years and the most successful movie franchise of all time. This is an archived episode that aired originally on April 19, 2014.

Download S3E16 (Archive) - Brand Envy 2014
[mp3 file: runs 00:26:20]


S3E17 (Archive) - Nudge: The Persuasive Power of Whispers

From the Digital Box Set: This week, we look at the subtle art of "nudging." Schools, marketers and even governments are now using small nudges to gently steer people toward making more positive decisions in their lives. Those nudges included sending people a handwritten note when they are behind on their taxes because a handwritten note gets their attention, or putting the image of a housefly in urinals so men had something to aim at, thereby eliminating overspray by 80%. Or the simple act of getting high school kids to fill out a college application before they graduated that changed the course of their lives. Nudges are small, almost invisible and often controversial. It's a fascinating new aspect of influence. This is an archived episode that aired originally on April 25, 2014.

Download S3E17 (Archive) - Nudge: The Persuasive Power of Whispers
[mp3 file: runs 00:27:14]


S3E19 (Archive) - When Founders Are The Face of The Company

From the Digital Box Set: This week, we discuss what happens when founders are the face of a company. No one can relay the passion of a company like the founder - but while they may be the heart and soul of a company, should they be the face? We'll explore what happened to Kentucky Fried Chicken after the Colonel died, how Dave Thomas built Wendy's to be the #3 burger company, how Martha Stewart's company coped when their founder went to jail and the curious story of how Men's Wearhouse fired their own founder - after he had been the face of the company for over 30 years. This is an archived episode that aired originally on May 5, 2014.

Download S3E19 (Archive) - When Founders Are The Face of The Company
[mp3 file: runs 00:27:49]


S8E16 (Archive) - Red Sheep: The Power of Word-Of-Mouth Advertising

From the Digital Box Set: This week, we explore Word-of-Mouth Advertising. Most businesses hope good products and excellent service are enough to encourage positive recommendations. But the smartest companies actually have strategies to ignite word-of-mouth chatter. It's the oldest form of advertising, but it's the most effective by far. This is an archived episode that aired originally on April 18, 2019.

Download S8E16 (Archive) - Red Sheep: The Power of Word-Of-Mouth Advertising
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S3E10 (Archive) - Viral Videos

From the Digital Box Set: In this episode, we look at the wild and crazy world of Viral Videos. Some brands spend big money on videos and nobody watches, meanwhile a cat video is viewed by millions. It's a world with no rules, fuelled by luck and timing. We'll look at the most-viewed videos ever, including a video a woman made when she quit her job that attracted almost 10 million views, the Evian bottled water video that went into the Guinness Book of World Records and a Dove video that broke the Evian world record. These days, marketers can't necessarily spend their way to consumer attention, they have to earn it. And Viral Videos can be just the ticket. This is an archived episode that aired originally on March 3, 2014.

Download S3E10 (Archive) - Viral Videos
[mp3 file: runs 00:27:34]


S3E11 (Archive) - Advertising Alumni

From the Digital Box Set: In this episode, we look at famous people who began their careers in advertising. Many people who have gone on to shape popular culture cut their teeth in the world of marketing. From Dr. Seuss, Salman Rushdie and Bob Newhart, to Sir Alec Guinness - yes, Obi-Wan Kenobi himself - they all spent their formative years writing copy. Each learned some valuable skills on their way to the top. And their stories are remarkable. This is an archived episode that aired originally on March 14, 2014.

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[mp3 file: runs 00:27:26]


S3E12 (Archive) - Sunny With a Chance of Mousetraps: How Weather Affects Marketing

From the Digital Box Set: This week, we explore How Weather Affects Marketing. With 75 years of climate data cross-referenced with reams of shopping research, marketers can now use the weather to predict sales. Sears Automotive knows that 5-year old car batteries die after three consecutive days of sub-zero temperatures, so they advertise on day four. The busiest day of the week at Harley-Davidson dealerships is exactly 22°C and sunny. When spring temperatures hit 21°C, hair removal products surge 1400%, and BBQ sales jump 200%. And did you know that when the temperature drops just one degree in the Fall - just one degree - mousetrap sales surge 25%? Marketers do. And while they can't manage weather, marketers can certainly now manage the financial implications of weather. It's a whole new day. This is an archived episode that aired originally on March 21, 2014.

Download S3E12 (Archive) - Sunny With a Chance of Mousetraps: How Weather Affects Marketing
[mp3 file: runs 00:26:39]


S3E14 (Archive) - Elevator Pitches

From the Digital Box Set: This week, we look at Elevator Pitches. The marketing industry is a business of short, concise messages. Be it the confines of 30 seconds, the space in a print ad or the restrictions of Twitter. The true test of an idea is whether or not it can be explained in just a few words. An elevator pitch forces that discipline - if an idea can be explained in the time it takes an elevator to go from the first floor to the second floor, it's probably a solid idea. And if it can't be - it probably means the advertising idea is fuzzy. We'll explore the art of the elevator pitch in business, in publishing and in the land of the quick pitch - Hollywood. This is an archived episode that aired originally on April 4, 2014.

Download S3E14 (Archive) - Elevator Pitches
[mp3 file: runs 00:26:52]


S8E15 (Archive) - Little Big Towns: Roadside Attractions As Marketing

From the Digital Box Set: This week, we explore roadside attractions as marketing. Interesting and often quirky landmarks that put small towns on the map. We'll look at one town that leveraged its name to bring in thousands of TV fans, one that built a giant animal statue to get highway drivers to take a detour and another that built a monument to attract both human and non-human visitors. This is an archived episode that aired originally on April 11, 2019.

Download S8E15 (Archive) - Little Big Towns: Roadside Attractions As Marketing
[mp3 file: runs 00:27:13]


S3E07 (Archive) - Ambush Marketing

From the Digital Box Set: This week, we look at Ambush Marketing. It's a form of marketing where a brand tries to connect itself with an event like the FIFA World Cup - but WITHOUT paying sponsorship fees. It merely ambushes the festivities. Or one brand intrudes on another brand's advertising to gain attention. Either way, it's uninvited advertising, it's very controversial - plus the stories are riveting. And the Olympics has a long and fascinating history with ambush marketing. This is an archived episode that aired originally on February 14, 2014.

Download S3E07 (Archive) - Ambush Marketing
[mp3 file: runs 00:28:06]


S3E09 (Archive) - Have It Your Way: How Mass Customization Is Changing Marketing

From the Digital Box Set: This week, we'll explore how companies profit from personalized products, how they market those products, how consumers are drawn to companies that offer customization and how brands use customization to fight competitors. Including how Burger King stole market share from McDonald's by letting customers personalize their burgers. Their slogan: "Have it your way!" This is an archived episode that aired originally on February 28, 2014.

Download S3E09 (Archive) - Have It Your Way: How Mass Customization Is Changing Marketing
[mp3 file: runs 00:27:18]


S8E14 (Archive) - Disgustingly Effective: The Marketing of Bodily Functions

From the Digital Box Set: Do you know which mascot is the most recognized but least liked on TV? This week, we look at disgusting but effective advertising mascots. Fun, cuddly characters that personify our bodily functions the way human actors never could. But they all have one thing in common: they're disgustingly lucrative. This is an archived episode that aired originally on April 4, 2019.

Download S8E14 (Archive) - Disgustingly Effective: The Marketing of Bodily Functions
[mp3 file: runs 00:27:43]


S3E01 (Archive) - Looking Out For Number One

From the Digital Box Set: In our first episode of Season 3, we explore #1 Brands. We'll look at popular categories and identify the runaway best-selling brands and analyze why they are #1. The best-selling car in Canada has been on top for 15 years. Know what it is? Bet you can't guess the #1 pharmaceutical drug in Canada - it's completely different from the top one in the U.S. Most re-tweeted Tweet of all time? Number one in-home coffee brand? Hint: It's not Tim Hortons. Some brands are on top because they solve our problems, some win through sheer media weight and others are reflections of our deepest desires. This is an encore episode that aired originally on January 3, 2014.

Download S3E01 (Archive) - Looking Out For Number One
[mp3 file: runs 00:27:28]


S3E02 (Archive) - The Psychology of Price

From the Digital Box Set: In this episode, we explore how we're all influenced by pricing. Like how the price of a bottle of wine has an enormous affect on how much you enjoy that wine. We'll analyze how restaurants design menus to steer you toward the most profitable dishes and how retail stores use psychology to persuade you to spend more. We'll also explore the psychological power of the number "9" - how we're drawn to prices that end in "99 cents." And how we're willing to pay more for products that end in the number 9! Pricing has a lot more to do with psychology than straight math. It's all about marketing and it's an eye-opening story. This is an encore episode that aired originally on January 10, 2014.

Download S3E02 (Archive) - The Psychology of Price
[mp3 file: runs 00:26:22]


S3E03 (Archive) - Cause Marketing

From the Digital Box Set: Unlike public service announcements or corporate philanthropy, Cause Marketing is when a Not-For-Profit organization teams up with a For-Profit company to further a good cause - but the For-Profit partner makes a profit while helping. It's a contentious strategy - as most people don't like to hear the word "profit" in the same breath as "charity." But this new marketing strategy depends on profit to survive. We'll tell the story of how Cause Marketing began in the 1980s, how Bono's RED organization learned a hard lesson about cause marketing and how several big corporations teamed up with worthy causes to make the world a better place. While making their balance sheets better at the same time. This is an encore episode that aired originally on January 18, 2014.

Download S3E03 (Archive) - Cause Marketing
[mp3 file: runs 00:27:20]


S3E06 (Archive) - Marketing The Olympics

From the Digital Box Set: This week, we look at the big-money world of Olympic advertising. From the very first Olympic sponsors in 1896, we'll track the ever increasing presence of advertising in the Games - from the marketing milestones to the resulting controversies - including the year the IOC approved Olympic cigarettes! We'll also analyze how the IOC deals with the tension between keeping the Olympic ideals in place while needing more and more advertising revenue every four years. It's a fascinating journey. This is an encore episode that aired originally on February 7, 2014.

Download S3E06 (Archive) - Marketing The Olympics
[mp3 file: runs 00:29:28]


S8E13 - Promise Less, Profit More (An Encore Presentation)

From the Digital Box Set: This week, it's an encore broadcast of Promise Less, Profit More. Most products offer customers as many features and benefits as possible in order to lure shoppers toward a purchase. But then there are some companies that offer you less, and profit more. We'll look at a book company that eliminated their books and made millions, an electronics company that broke all the rules by eliminating the recording function from a tape machine and made history, and how two companies looked at a shoe and made millions by throwing away the laces. This is an archived episode that aired on March 28, 2019.

Download S8E13 - Promise Less, Profit More (An Encore Presentation)
[mp3 file: runs 00:28:35]


S8E12 (Archive) - Objection Overruled: Law Firm Advertising

From the Digital Box Set: This week, we explore the world of law firm advertising. Some of it good, some of it bad, but a handful of it highly creative. We'll break down the lawyer advertising laws that get some firms in trouble, we'll look at the controversial billboard that got one lawyer death threats and the YouTube campaign that went viral - earning a divorce firm over 90M impressions. This is an archived episode that aired originally on March 21, 2019.

Download S8E12 (Archive) - Objection Overruled: Law Firm Advertising
[mp3 file: runs 00:27:26]


S8E11 (Archive) - Air Quality: Rule-Breaking Radio Advertising

From the Digital Box Set: This week, we listen to the innovative ways marketers are using sound around the world. We'll explore how the words of an anthem in South Africa were altered to send a powerful message about abuse, why Romanian radio stations switched over to mono to save lives and why some journalists are using music as a censorship loophole. Join us as we assess the current air quality. This is an archived episode that aired originally on March 14, 2019.

Download S8E11 (Archive) - Air Quality: Rule-Breaking Radio Advertising
[mp3 file: runs 00:27:30]


S8E10 (Archive) - Distress Purchases

From the Digital Box Set: This week, we explore the world of distress purchases. Distress purchases are things we need in life, but quietly resent having to pay for like insurance, car tires, laundry appliances and batteries. But the psychology marketers employ to steer you toward those purchases is fascinating. This is an archived episode that aired originally on March 7, 2019.

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[mp3 file: runs 00:27:34]


S2E24 (Archive) - This I Know

From the Digital Box Set: This penultimate show of the season features the various lessons I've learned over the course of my 30-year advertising career. From the fact that small brands need big personalities, to the reason committees aren't creative, to the truism that all marketing is theatre, to six tips for presenting ideas that have never proven me wrong, to a secret my car mechanic taught me about presenting invoices to nervous clients, it's a collection of insights and learning. This I know: All knowledge should be shared. This is an archived episode that aired originally on June 15, 2013.

Download S2E24 (Archive) - This I Know
[mp3 file: runs 00:26:16]


S2E25 (Archive) - Dear Terry

From the Digital Box Set: It's our last episode of the season. And every year, we turn our annual season finale over to listeners and answer their questions about advertising. We'll discuss the finer details of fine print in TV commercials, the impact of DVRs on advertising, why politicians don't use jingles, why advertisers use teaser ads, why the same actors keep showing up in the same commercials, why it seems like lawyers write the copy in so many ads, and why some ads are just so dumb. It will be a buffet of Q&A. Hope you'll join us for our last episode of Season Two. This is an archived episode that aired originally on June 22, 2013.

Download S2E25 (Archive) - Dear Terry
[mp3 file: runs 00:26:10]


S8E09 (Archive) - Unwitting Endorsers

From the Digital Box Set: This week, we explore the world of Unwitting Endorsers. Sometimes a celebrity is featured in an advertising campaign without his or her knowledge or permission. There's no denying the pull of celebrity, but a brand is a legal property. And if you trespass, you risk trouble. This is an archived episode that aired originally on February 28, 2019.

Download S8E09 (Archive) - Unwitting Endorsers
[mp3 file: runs 00:27:41]


S2E19 (Archive) - Nothing In Common: How Hollywood Portrays Ad People

From the Digital Box Set: This week, we look at how Hollywood has portrayed advertising over the years. Most pilots, lawyers and doctors roll their eyes at the way Hollywood depicts them - and ad people are no exception. From the 1947 movie The Hucksters, to the Rock Hudson/Doris Day film Love Come Back, to Darrin Stephens in Bewitched, to Dudley Moore in Crazy People, to the Tom Hanks movie Nothing In Common, all the way to Mad Men. We'll rate them all, and see where they got it right and where they got it very, very wrong. Join us for a fun and funny journey through the decades. This is an archived episode that aired originally on May 11, 2013.

Download S2E19 (Archive) - Nothing In Common: How Hollywood Portrays Ad People
[mp3 file: runs 00:27:55]


S2E20 (Archive) - Real Time Advertising

From the Digital Box Set: This week, we look at Real Time Advertising. For over 100 years, most ad campaigns took months to produce. Suddenly, with the emergence of the Internet and social media, advertisers can react in minutes. From answering questions live on YouTube to the immediate messages brands put out during the blackout at this year's Super Bowl to instant marketing during snowstorms and hurricanes, it demonstrates how far advertising has come. It's no longer a game of inches, it's a game of seconds. This is an archived episode that aired originally on May 18, 2013.

Download S2E20 (Archive) - Real Time Advertising
[mp3 file: runs 00:27:33]


S2E21 (Archive) - Nobody's Dead Anymore: Marketing Deceased Celebrities

From the Digital Box Set: This week, we look at Marketing Dead Celebrities. It's become a $2B industry. And the marketing of dead celebrities not only attracts lots of big brands, but a lot of controversy as well. We'll trace the use of dead celebrities in advertising, we'll analyze "Dead Q Scores," we'll list the top-grossing dead celebrities, and we'll tell some amazing stories about ads that featured Audrey Hepburn, Michael Jackson, Fred Astaire and Marilyn Monroe - and how their families felt about those commercials It's a brave new world, now that nobody's dead anymore. This is an archived episode that aired originally on May 25, 2013.

Download S2E21 (Archive) - Nobody's Dead Anymore: Marketing Deceased Celebrities
[mp3 file: runs 00:26:31]


S8E08 (Archive) - Putting The Woo In Hollywood: Marketing The Movies

From the Digital Box Set: This week, we look at some of the most innovative movie marketing. From advertising an R-rated superhero to marketing a silent horror film with virtually no dialogue, today's movies aren't just breaking records, they're breaking all the rules. This is an archived episode that aired originally on February 21, 2019.

Download S8E08 (Archive) - Putting The Woo In Hollywood: Marketing The Movies
[mp3 file: runs 00:27:35]


S2E15 (Archive) - Game Shows As Marketing

From the Digital Box Set: This week, we look at Game Shows as Marketing. They've been around for almost 80 years and entertain millions, but game shows are also powerful marketing vehicles. We'll trace their history from early radio to their debut on network television and explore their interesting evolution from quiz shows (and quiz show scandals) to the modern game show format. We'll also analyze how Let's Make A Deal and The Price is Right work with advertisers to sell thousands of products. And we'll tell a fascinating tale of how one contestant broke down the basic advertising formula of The Price Is Right to win big. This is an archived episode that aired originally on April 13, 2013.

Download S2E15 (Archive) - Game Shows As Marketing
[mp3 file: runs 00:27:34]


S2E16 (Archive) - Loss Leaders: How Companies Profit By Losing Money

From the Digital Box Set: This week, we explore "Loss Leaders - the very interesting selling strategy where one product is given away for free, or at a high discount, in order to attract people to buy another more profitable product. We'll track the earliest loss leaders of shaving blades and Jell-O recipes, all the way up to today's printers, video games and even Kindles - all of which are loss leaders. You might be surprised to know how many loss leaders swirl all around you every day. Advertisers know what to give away in order to profit. This is an archived episode that aired originally on April 20, 2013.

Download S2E16 (Archive) - Loss Leaders: How Companies Profit By Losing Money
[mp3 file: runs 00:27:03]


S2E17 (Archive) - Brand Envy 2013

From the Digital Box Set: This week, it's my annual look at the brands I envy. They may not be the hippest, or the latest, or even the coolest brands. They could be a product, a service or even a person - but I envy them for a reason. Like a famous toy that was discovered when its inventor was installing a light fixture, a television network that leads the Emmy race every year, a knife that can be identified from 30 feet away and a person who has built an empire by breaking all the rules. All extraordinary brands, all I envy as a marketer. This is an archived episode that aired originally on April 27, 2013.

Download S2E17 (Archive) - Brand Envy 2013
[mp3 file: runs 00:27:53]


S8E07 (Archive) - The Most Interesting Adman in The World: The Story of Albert Lasker (An Encore Presentation)

From the Digital Box Set: This week, we travel back to Season 6 to tell the story of the most interesting adman in the world - Albert Lasker. Lasker had a hand in influencing professional baseball, Planned Parenthood, North American breakfast and not one, but two presidential elections. And he just happened to change the world of advertising in the process. This is an archived episode that aired February 14, 2019.

Download S8E07 (Archive) - The Most Interesting Adman in The World: The Story of Albert Lasker (An Encore Presentation)
[mp3 file: runs 00:28:20]


S2E11 (Archive) - Tales of Customer Service

From the Digital Box Set: This week, it's Tales of Customer Service. We're on the hunt for great companies that went out of their way to treat their customers well. From an amusement park that delivered such superior customer service that other corporations asked for lessons to a shoe company you can order a pizza from to a store that actually accepted a returned product they didn't even sell just to keep their customer happy - join us as we search for companies that go the extra inch. This is an archived episode that aired originally on March 16, 2013.

Download S2E11 (Archive) - Tales of Customer Service
[mp3 file: runs 00:26:33]


S2E12 (Archive) - Selling Danger

From the Digital Box Set: In the history of the advertising industry, the full force of persuasion has been put behind many products that turned out to be incredibly unsafe. Even when those products were used exactly as advertised, they created enormous hazards, physical risk, and in some cases, even death. We'll explore how we invited asbestos and DDT into our homes as miracle products, how certain games for children ended up posing incredible risks, and how a much-heralded drug ended up being one of the most devastating products in modern history. In most of these cases, no one could foresee they were selling danger. This is an archived episode that aired originally on March 23, 2013.

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[mp3 file: runs 00:27:41]


S2E14 (Archive) - Famous Marketing Blunders

From the Digital Box Set: Along with the most famous marketing blunder of all time - the Edsel - we'll look at what caused Coke to make the mistake of changing their fabled formula, how a company actually went out of business by promising a product improvement, how a fashion house tweeted inappropriately and had an immediate PR disaster, and why a fast food company made a big mistake betting on the U.S. Olympic team. They're all great stories. Just be glad they didn't happen to you. This is an archived episode that aired originally on April 6, 2013.

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[mp3 file: runs 00:27:25]


S8E06 (Archive) - The Pompatus of Skippy: Brand Names In Songs

From the Digital Box Set: This week, we look at the use of brand names in songs. Sometimes lyrical mentions lead to major brand success. Other times, to lawsuits and bans. But the stories behind each are fascinating. And our list may even include some of your favourite songs. This is an archived episode that aired originally on February 7, 2019.

Download S8E06 (Archive) - The Pompatus of Skippy: Brand Names In Songs
[mp3 file: runs 00:26:53]


S2E08 (Archive) - Coming Soon: The Art of the Movie Trailer

From the Digital Box Set: This week - just in time for the Oscars - we take our annual look at creative movie trailers. We'll see how Walt Disney convinced the public to watch the first-ever full-length animated movie, why some trailers don't show a frame of the actual film they're advertising, how some trailers contain footage not found in the movie itself and we'll tell the story of why thousands of people bought tickets to a movie, watched a trailer, then got up and went home. This is an archived episode that aired originally on February 23, 2013.

Download S2E08 (Archive) - Coming Soon: The Art of the Movie Trailer
[mp3 file: runs 00:27:17]


S2E09 (Archive) - Marketing Stunts

From the Digital Box Set: This week, we look at Marketing Stunts. Many brands try to get into the Guinness Book of World Records as a marketing strategy. With that in mind, we'll talk about how an energy drink staged a record-breaking jump from space, why a giant popsicle stunt melted before it even started, how unsuspecting travellers ended up running through a train station like James Bond, and how Richard Branson pulled off a stunt that drove British Airways crazy. Hope you join us for some eyebrow-raising stories. This is an archived episode that aired originally on March 2, 2013.

Download S2E09 (Archive) - Marketing Stunts
[mp3 file: runs 00:26:46]


S2E10 (Archive) - Billion Dollar Brands

From the Digital Box Set: This week, we look at Billion Dollar Brands. There are millions of successful brands in the world, but very few of them are in the exclusive billion dollar club. We'll test your ability to guess which brands in your life are the billion-dollar ones. We'll tell you which of P&G's brands reached $10 billion first, which cookie is worth a cool billion, which Hollywood movie star is has sold the most tickets and which NHL franchise is the only billion-dollar team in the league. Join us as we look at the mega brands that outsell all the others. The list may just surprise you. This is an archived episode that aired originally on March 9, 2013.

Download S2E10 (Archive) - Billion Dollar Brands
[mp3 file: runs 00:27:22]


S8E05 (Archive) - Monastic Merchandise: Products Made By Monks

From the Digital Box Set: This week, we look at products made by monks. Monks create a myriad of merchandise that is sold to the public. Some sing and sell CDs of their chants. Others brew their own beer. A few even deal in cannabis. But in almost all cases, the products sell well and sell fast. And the reasons why are fascinating. This is an archived episode that aired originally on January 31, 2019.

Download S8E05 (Archive) - Monastic Merchandise: Products Made By Monks
[mp3 file: runs 00:27:28]


S2E01 (Archive) - Shame: The Secret Tool of Marketing

From the Digital Box Set: Kicking off Season 2, we explore one of the most effective marketing strategies ever devised: The use of "Shame." First emerging in the late 1800s, toothpaste ads suggested a fresh mouth could help you attract a mate. But advertisers had a major obstacle to overcome - bad breath and body odour were not socially unacceptable then. So advertisers focused their sizable resources to linking odours to shame, and then shame to product solution. From bad breath, dandruff and ring-around-the-collar to gray hair, plastic surgery and skin lightening, the strategy of social shame has become the most lucrative selling strategy of all time. Join us as we peel back the layers of shame in our modern world. This is an archived episode that aired originally on January 5, 2013.

Download S2E01 (Archive) - Shame: The Secret Tool of Marketing
[mp3 file: runs 00:27:21]


S2E02 (Archive) - A Prize In Every Box: Box-Tops, Toys and Free Prizes

From the Digital Box Set: Remember when you were growing up, and you'd find a prize inside your cereal box? Prizes, premiums and box-top offers have been a staple of modern marketing since the 1800s. We'll tell the story of how the first ever box-top offer was the result of a critical marketing mistake - but it set the stage for a century of product giveaways. We'll also explore the psychology of free prizes, like how the public is instantly attracted to a mail-in offer, but so few go to the trouble of redeeming their prize. This is an archived episode that aired originally on January 12, 2013.

Download S2E02 (Archive) - A Prize In Every Box: Box-Tops, Toys and Free Prizes
[mp3 file: runs 00:27:15]


S2E03 (Archive) - Timing Is Everything

From the Digital Box Set: This week, we look at the critical importance of timing in marketing. It's one thing to put the right message in front of the right person, but it's a fine art to put it in front of them at the perfect moment. We'll look at how the United States Navy used perfect timing to double their applications by taking advantage of a certain movie playing in theatres. We'll explain why Dr. Scholl's chose to pitch insoles in the washrooms of nightclubs. And how Hellman's Mayonnaise used perfect timing to get to women in grocery stores. We'll also talk about how Target stores know you're pregnant before your family does, and we'll wrap up the episode by explaining why the fishing lure industry has Marilyn Monroe to thank. All true. All due to great timing. This is an archived episode that aired originally on January 19, 2013.

Download S2E03 (Archive) - Timing Is Everything
[mp3 file: runs 00:27:03]


S2E04 (Archive) - Radio Is Dead: Long Live Radio

From the Digital Box Set: This week, we look at the incredible creativity happening in radio advertising today. Many advertisers think radio is yesterday's medium, but judging by the incredible work being done around the world, radio isn't dead, it's hotter than ever. We'll look at the top radio advertising ideas that have won in recent international award shows, including one remarkable idea that used code to reach kidnapped soldiers in Columbia. This is an archived episode that aired originally on January 26, 2013.

Download S2E04 (Archive) - Radio Is Dead: Long Live Radio
[mp3 file: runs 00:25:31]


S2E05 (Archive) - Buy Less: How Some Companies Profit By Asking You to Spend Less

From the Digital Box Set: This week, we look at the companies that actually profit by asking you to BUY LESS. We'll explore a burger company that asks its customers to eat less beef, a printing company helps you print less, why Gillette has suddenly started encouraging men to change blades less often, and why a clothing company insists that you buy less of their apparel. It's a completely counter-intuitive marketing strategy, but each of these companies is doing more business than ever. This is an archived episode that aired originally on February 2, 2013.

Download S2E05 (Archive) - Buy Less: How Some Companies Profit By Asking You to Spend Less
[mp3 file: runs 00:26:06]


S8E04 (Archive) - Vending Machines: Coin-Operated Marketing

From the Digital Box Set: This week, we explore the fascinating world of vending machines. Vending machines aren't just soft drink dispensers, they're marketing machines. They're portable, branded on all sides and are becoming smarter and smarter. The list of wacky items you can find in vending machines around the world may surprise you. This is an archived episode that aired originally on January 24, 2019.

Download S8E04 (Archive) - Vending Machines: Coin-Operated Marketing
[mp3 file: runs 00:27:44]


S1E19 (Archive) - Brand Envy 2012

From the Digital Box Set: Welcome to my annual celebration of the brands I envy. They aren't necessarily the most hip or most current, or even the number one brand in their category. As a matter of fact, a "brand" by my definition doesn't even have to be a product or service - it could be a location, a person or an animal. But they must be unique, they must be revolutionary or counter-intuitive, and they must have survived. This year, I tip my hat to a street that has come to symbolize glamour and success, a company that helps people move their lives in search of new beginnings, a city that became known as the mecca for country music, a company that created an empire out of leftovers, and an athlete who overcame a raging temper to become the most calm, revered champion in his sport. This is an archived episode that aired originally on May 12, 2012.

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[mp3 file: runs 00:27:13]


S1E20 (Archive) - Sorry Seems To Be The Smartest Word: When Brands Apologize

From the Digital Box Set: Over the lifetime of a company, mistakes happen. When those mistakes cause damage, it's appropriate for a brand to apologize. Yet, it rarely happens. This week, we look at the companies that chose to apologize. From O.B. Tampons, who apologized to their customers with a song, to Domino's Pizza, who was forced to apologize when employees made an embarrassing YouTube video, to Maple Leaf Foods, whose CEO apologized to the families of people who had died from contaminated food. If an apology is genuine and timely, sorry is definitely the smartest word. This is an archived episode that aired originally on May 19, 2012.

Download S1E20 (Archive) - Sorry Seems To Be The Smartest Word: When Brands Apologize
[mp3 file: runs 00:26:13]


S1E21 (Archive) - Books, Books, Books

From the Digital Box Set: This is my annual look at some of my favourite books. We'll look at a new book, titled, "Mad Women," written by an original Mad Woman from the 60s era Madison Avenue. Next, we flip through the pages of another new book by one of the most outspoken and notorious Mad Men of all time - George Lois - whose no-holds barred book of advice will certainly ruffle some feathers. Simon Sinek's book, titled, "Start With Why" argues that most companies don't know WHY their in business, and will not succeed as a result. Lastly, we discuss a book by Steven Johnson that looks at where good ideas come from. This is an archived episode that aired originally on May 26, 2012.

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[mp3 file: runs 00:26:35]


S1E22 (Archive) - LGBTQ Advertising: Chasing The Pink Dollar

From the Digital Box Set: The gay community will spend over $800B this year. A large percentage are affluent, hip and trendsetting, yet the advertising industry took decades to market to them. This week, we look at L.G.B.T.Q - or Lesbian, Gay, Bi-Sexual, Transgender and Queer - advertising. From the first gay characters on mainstream television in the 70's, to the first big brand that dared to openly advertise to the Gay community in 1981, to the 10-year drought of gay advertising brought by the onset of AIDS, to its resurgence due to a recession, to the flashpoint of Ellen Degeneres coming out on her TV show, to the first transgender Miss Universe Canada contestant, to the friction it all still causes today, the gay market is a fascinating study in diversity, courage, profit and respect. This is an archived episode that aired originally on June 2, 2012.

Download S1E22 (Archive) - LGBTQ Advertising: Chasing The Pink Dollar
[mp3 file: runs 00:27:22]


S1E23 (Archive) - It's The Little Things

From the Digital Box Set: This week, we look at companies that go above and beyond the call. Companies that add smart, little touches that make all the difference. Like hotels that help you fall asleep at night with sleep aids, grocery stores that help you read the small type on vitamin bottles, hardware stores that give you maps of their aisles, airports that know you need to charge up between flights and business cards that are so unique you never forget them. Grab a coffee and join us for companies that go the extra inch. This is an archived episode that aired originally on June 9, 2012.

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[mp3 file: runs 00:26:05]


S1E24 (Archive) - Striking Images: Matchbook Advertising

From the Digital Box Set: There was a time when the humble matchbook was the top advertising medium in North America. They were handy, colourful, cheap and even a moderate smoker would be exposed to the advertising over 20 times a day. Matchbook advertising pre-dated radio, and was embraced by almost every industry. From big beer and tobacco companies, to the war effort, to Hollywood, to the smallest Mom & Pop businesses, matchbook advertising was effective and affordable for everyone. And believe it or not, even the State Department used matchbook advertising recently to hunt down Osama bin Laden. This is an archived episode that aired originally on June 16, 2012.

Download S1E24 (Archive) - Striking Images: Matchbook Advertising
[mp3 file: runs 00:26:29]


S1E25 (Archive) - Ask Terry 2012

From the Digital Box Set: In this final episode of the season, Terry answers listener questions about the advertising industry. Some of the very insightful questions include: When was the very first ad every made? Do celebrities have to actually use a product before they endorse them? Why do advertisers still use Imperial measurements in ads? Does product placement work better than traditional advertising? And what effect will the loss of the penny have on traditional 99 cent sale prices? Hope you'll join us for some very surprising answers. This is an archived episode that aired originally on June 23, 2012.

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[mp3 file: runs 00:27:16]


S8E03 (Archive) - A Matter of Time: The History of Commercial Lengths

From the Digital Box Set: This week, we look at the history of commercial lengths. From the very first 10-minute radio commercial in 1922, to five-second commercials today, the length of ads has changed dramatically over the decades. But it isn't the changing lengths of commercials that's so fascinating. It's the reasons why. This is an archived episode that aired originally on January 17, 2019.

Download S8E03 (Archive) - A Matter of Time: The History of Commercial Lengths
[mp3 file: runs 00:26:53]


S1E13 (Archive) - When Brands Houdini

From the Digital Box Set: This episode is about how major brands in our lives simply vanish. One of magician Harry Houdini's most famous tricks was to make a 5-ton elephant disappear in front of large audiences. Marketing has its own version of that trick - when big brands vanish into thin air. Like auto brands Oldsmobile and Pontiac, now both gone. Big retail brands like Woolworth's and Eaton's, both no more. And a big brokerage house, once the second largest in the United States, E.F. Hutton, now just a historical footnote. Each was an elephant in their respective categories, all now vanished. This is an archived episode that aired originally on March 31, 2012.

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[mp3 file: runs 00:27:33]


S1E14 (Archive) - Mascots

From the Digital Box Set: This episode looks at the wacky world of advertising mascots. The ad industry has a long history with mascots, as they are some of the most enduring advertising symbols of all time. As a matter of fact, mascots have outlived most other advertising campaigns. The Jolly Green Giant just turned 84, for example. But this episode is about the modern mascots of advertising. In many ways, they resemble the mascots of the past, each created to personify the essence of the product. But they contain differences, too, mostly in the great strides technology now offers. We'll look at the E-Trade talking baby mascot, the Coke Polar Bears, the Great A&W Root Bear, and of course, the Energizer Bunny, who keeps on going and going and going? This is an archived episode that aired originally on April 7, 2012.

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[mp3 file: runs 00:27:38]


S1E15 (Archive) - Charlie Bit My Ad: When Advertising Works Too Well

From the Digital Box Set: Back in 2007, a cute video of two kids was uploaded by their father. In it, one kid bites the finger of the other. That video, called "Charlie Bit My Finger" went on to attract 420 million views. To say it over-performed would be an understatement. The same phenomenon occasionally occurs in the world of advertising - because sometimes ads work too well. In some instances, the ads work so well, it creates problems for the advertisers. Like Axe Deodorant, whose marketing to insecure men worked so well, it became known as the brand for geeks and dorks. Or retailer H&M, who featured a poster of supermodel Heidi Klum wearing a bikini, and had their entire advertising campaign stolen the next day. Then there's Priceline.com, whose commercials starring William Shatner worked so well, they had to kill him off. This is an archived episode that aired originally on April 14, 2012.

Download S1E15 (Archive) - Charlie Bit My Ad: When Advertising Works Too Well
[mp3 file: runs 00:27:11]


S1E16 (Archive) - Sex In Advertising

From the Digital Box Set: The advertising industry has a long history of using sex to sell products. Woodbury's used sex to sell soap as far back the 1920's - and the campaign was written by a woman. But the use of sex has always been a polarizing technique. We'll explore how Calvin Klein built an empire on sex, how Abercrombie & Fitch revived a dying brand with sex and we'll look at the fascinating story of a beer company that used sex to sell its product, then were sued by its own female employees. This is an archived episode that aired originally on April 21, 2012.

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[mp3 file: runs 00:27:33]


S1E17 (Archive) - Hypertargeting

From the Digital Box Set: "Hypertargeting" is the next frontier in 21st century marketing. Marketers are gleaning and buying more and more personal information about consumers online. People are also being tracked online, as marketers watch their buying habits. Using that deep information, advertisers are "hyper-targeting" consumers with ads that are tailor-made for individuals. Featuring the products they want, when they want them, at a price based on their spending ability, at the precise moment they are about to make a choice. How much advertisers know about you is remarkable. This is an archived episode that aired originally on April 28, 2012.

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[mp3 file: runs 00:26:18]


S1E18 (Archive) - Colour Schemes: How Colours Make You Buy

From the Digital Box Set: In the world of marketing, the use of colour is a studied science. As a result, colours play a bigger role in your purchasing decisions than you may think. A colour can make you feel a certain way about a company, or it can trigger a specific desire. A simple change in colours can affect the sales of a product immediately, or a certain colour can make us seem more desirable to the opposite sex. Colours can encourage us to spend money - or even gamble. There is no doubt about it, colour is a secret language. This is an archived episode that airs originally on May 5, 2012.

Download S1E18 (Archive) - Colour Schemes: How Colours Make You Buy
[mp3 file: runs 00:26:12]


S8E02 (Archive) - Wacky Ad Spaces

From the Digital Box Set: This week, we look at unusual and unexpected advertising placements. As the world of marketing gets more and more cluttered every day, it's forcing advertisers to get creative. From urinals and sheep to foreheads and armpits, welcome to the world of wacky ad spaces. This is an archived episode that aired originally on January 10, 2019.

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[mp3 file: runs 00:27:17]


S8E01 (Archive) - Jumping The Shark: Spokesperson Disasters

From the Digital Box Set: Welcome to Season 8 of Under The Influence. In this first episode, we look at spokesperson disasters. Hiring a celebrity spokesperson is an advertising strategy many brands can only dream of. But famous names don't come cheap. From Oprah Winfrey, to Gilbert Gottfried and Eric Clapton, celebs attract a lot of attention. But so do their mishaps. This is an archived episode that aired originally on January 3, 2019.

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[mp3 file: runs 00:27:18]


S1E01 (Archive) - A New BRIC In The Wall

From the Digital Box Set: Welcome to the first episode of Under The Influence. In this show, we focus on the emergence of the BRIC nations as the new marketing force in the world. BRIC is an acronym for: Brazil, Russia, India and China. Unlike North American markets, which are wobbling, the middle classes of these four nations are experiencing explosive growth. As a result, they are creating innovative marketing tactics and strategies we've never seen before. BRIC countries are about to completely influence North American marketing as we know it. This archived episode aired originally on January 7, 2012.

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[mp3 file: runs 00:28:09]


S1E02 (Archive) - Men Are From Sears, Women Are From Bloomingdale's

From the Digital Box Set: This episode examines the different ways in which men and women shop. Deep in our DNA, our shopping habits have been formed and the differences between the genders couldn't be more stark. Most men are tactical and mission-oriented, whereas the majority of women like to browse, compare and window-shop. Most men like to buy and leave, but women like to take their time. As a matter of fact, a recent study showed that women spend eight years of their lives shopping. Retailers have observed these differences for decades and the ways they have designed shopping environments around them to influence purchases is fascinating. This is an archived episode that aired originally on January 14, 2012.

Download S1E02 (Archive) - Men Are From Sears, Women Are From Bloomingdale's
[mp3 file: runs 00:28:10]


S1E03 (Archive) - Voices of Influence

From the Digital Box Set: This episode explores how voices influence us in all corners of our lives. From computer voices, to phone operator voices, to the voices we hear at airports. Some expensive celebrity voices in commercials are hardly recognizable, while other anonymous voices are sometimes twice as influential. The texture, the qualities, the inherent warmth or aloofness of a voice are just as important as the content the voice delivers. This is an archived episode that aired originally on January 21, 2012.

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[mp3 file: runs 00:28:04]


S1E04 (Archive) - Great Brands That Never Advertise

From the Digital Box Set: This episode looks at famous brands that built their companies without advertising. It's so rare in this world to build a multi-million, or multi-billion dollar company without relying on advertising. But several companies have done just that - and with enormous success. This is an archived episode that aired originally on January 28, 2012.

Download S1E04 (Archive) - Great Brands That Never Advertise
[mp3 file: runs 00:28:02]


S1E05 (Archive) - Getting Personal in the Classified Ads

From the Digital Box Set: This episode is about the history of the classified ads. We trace the very first classified ad in North America through to the explosion of classifieds online. At any given time, a glance at the classifieds tells us exactly what we were wearing, what we had lost, what we wanted to find, and how we courted. From "Lost and Found," to "Help Wanted," to the wild and wacky world of "Personal" ads, the classified section is an incredible chronicle of our existence. This is an archived episode that aired originally on February 4, 2012.

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[mp3 file: runs 00:28:09]


S1E07 (Archive) - The Marketing Genius of Steve Jobs, Part 1

From the Digital Box Set: This special two-part episode is about the late Steve Jobs. When you look at his vast technical accomplishments, it's easy to forget he was a great marketer. As a matter of fact, Apple co-founder Steve Wozniak said that marketing was Jobs' greatest skill. We'll unpack his boldness as a marketer and the success that launched Part Two, where we will look at his many marketing strategies from 1997 to his death in 2011. This is an archived episode that aired originally on February 18, 2012.

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[mp3 file: runs 00:27:17]


S1E08 (Archive) - The Marketing Genius of Steve Jobs, Part 2

From the Digital Box Set: This is part two of our look at Steve Jobs the marketer. This episode traces his triumphant return to Apple after being banished for 12 years and his bold choice to release advertising that suggested Apple was on the cusp of greatness, even though the world knew it was on the brink of disaster. But that bravado pays off as Jobs inspires his company and releases the iMac, iPod, iTunes and Apple retail stores all in the same year. Then Jobs hits his stride and releases not only the iTunes store but the iconic iPhone, and with it, some of the most effective advertising the industry has ever seen. His marketing instincts and his courage further propel Apple to even greater heights with the iPad. And even as he is diagnosed with cancer, he manages to build Apple into the second most valuable company in the world. This is an archived episode that aired originally on February 25, 2012.

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[mp3 file: runs 00:27:27]


S1E09 (Archive) - Movie Marketing

From the Digital Box Set: This week, we explore the critical importance of movie trailers to a film's success. Hollywood now spends an average of $32 million per movie to advertise. But trailers have changed dramatically over the years - and now many give away the entire story line. How much is enough? Do you tease with plot points or do you give away the ending to attract more moviegoers? Do audiences today now want to know the ending before seeing the movie? We'll look at several films that chose to give it all away in the trailers, and in particular, the movie "Castaway" - which had trouble generating an audience, until it gave away the ending in its advertising. This is an archived episode that aired originally on March 3, 2012.

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[mp3 file: runs 00:27:35]


S1E10 (Archive) - Marketing In A Crisis

From the Digital Box Set: When companies are hit with a crisis, it can be a defining moment. In the world of marketing, it's an all-hands-on-deck situation - because communication is one of the most important keys to handling a disaster. How a company handles a crisis reveals everything about that organization, and no company is ever truly ready for the crisis that befalls them. We'll look at the famous Tylenol tampering case, the recent Carnival Cruise disaster, how New York City struggled to let the world know it was still open for business in the wake of 9/11, and how Mr. Alec Baldwin handled his mini-PR crisis when he was kicked off a plane for refusing to turn off his cell phone. Someone once said: "Never waste a crisis" - let's see if that philosophy holds true. This is an archived episode that aired originally on March 10, 2012.

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[mp3 file: runs 00:27:28]


S1E11 (Archive) - Accidental Brands

From the Digital Box Set: It may surprise you to know that many famous brands were invented completely by accident. They weren't the result of years of research, or painstaking experiments, or scientific brilliance - they were simply stumbled upon by mistake. Like IMDB (the Internet Movie Data Base) that began as a simple list of pretty actresses compiled by a movie buff. Or Play-Doh, which started life as a wallpaper cleanser. Popsicles were invented when a flash freeze surprised the residents of San Francisco one night. A certain breakfast cereal was originally invented in a sanatorium to suppress sexual urges. And speaking of lust - Viagra was created for completely non-sexual reasons - then became a blockbuster wonder drug. Each is famous, their stories are fascinating and all are accidental brands. This is an archived episode that aired originally on March 17, 2012.

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[mp3 file: runs 00:27:45]


S1E12 (Archive) - Handcuffed By Brand Image

From the Digital Box Set: This week, we explore a very interesting marketing predicament: When brands get trapped by their own image. Every once in a while, expensive brand images circle around to damage the brand. Like Apple, which acted completely out of character when an iPhone prototype was found in a bar. Sometimes, a brand image can actually kill a brand - like Pets.com, which created an image it couldn't deliver on. Or the diet suppressant called Ayds, which found itself trapped inside a 40-year old brand image when AIDS the disease began its devastation. Or the Hummer, which found itself trapped in an era of gas-price and climate concerns. Then there's the Hans Brinker Budget Hotel in Amsterdam - worst hotel in the world, with the worst brand image - and they like it that way. This is an archived episode that aired originally on March 24, 2012.

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[mp3 file: runs 00:27:29]