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: 4 Weeks
Visit Show Site: http://www.cbc.ca/undertheinfluence


All podcast episodes

Use the links below to download a file.

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 00:27:48]


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 00:26:51]


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 00:27:45]


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 00:28:20]


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

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.

Download S8E16 - Red Sheep: The Power of Word-Of-Mouth Advertising
[mp3 file: runs 00:27:53]


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 00:28:05]


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.

Download S3E11 (Archive) - Advertising Alumni
[mp3 file: runs 00:27:57]


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 00:27:09]


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 00:27:23]


S8E15 - Little Big Towns: Roadside Attractions As Marketing

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.

Download S8E15 - Little Big Towns: Roadside Attractions As Marketing
[mp3 file: runs 00:27:56]


S3E04 (Archive) - Marketing Rock 'n' Roll - Part I

From the Digital Box Set: In part one of a two-part series, we'll trace the Marketing of Rock all the way back to its origins with Elvis Presley and his wily manager Colonel Tom Parker. We'll tell the story of how the Beatles lost millions by not following Elvis's blueprint, and how the Rolling Stones borrowed a page right out of the books of Madison Avenue to compete against the Fab Four. Plus, what show on marketing rock and roll would be complete without mentioning the biggest marketing machine in the history of rock and roll - KISS. Part Two will begin with the emergence of MTV. It's a fascinating and interesting journey. This is an archived episode that aired originally on January 24, 2014.

Download S3E04 (Archive) - Marketing Rock 'n' Roll - Part I
[mp3 file: runs 00:26:00]


S3E05 (Archive) - Marketing Rock 'n' Roll - Part II

From the Digital Box Set: This week, it's Part Two of "Marketing Rock 'n' Roll." As the 1980s unfold, technology changes rock 'n' roll marketing forever with the arrival of MTV. The launch of MTV is one of the great marketing stories of all time, and it almost went under before it began - but was saved by Mick Jagger and a one dollar bill. We'll analyze how MTV changed the music business and how Michael Jackson's video Thriller changed MTV. We'll also talk about how the Internet revolutionized the marketing of rock and roll forever. From iTunes to YouTube to the invention of Apps - suddenly technology was the newest rock star. This is an archived episode that aired originally on January 31, 2014.

Download S3E05 (Archive) - Marketing Rock 'n' Roll - Part II
[mp3 file: runs 00:26:36]


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 00:28:36]


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 00:27:48]


S8E14 - Disgustingly Effective: The Marketing of Bodily Functions

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.

Download S8E14 - Disgustingly Effective: The Marketing of Bodily Functions
[mp3 file: runs 00:28:20]


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 00:27:58]


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 00:26:52]


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 00:27:50]


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 00:29:58]


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

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.

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


S8E12 - Objection Overruled: Law Firm Advertising

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.

Download S8E12 - Objection Overruled: Law Firm Advertising
[mp3 file: runs 00:28:21]


S8E11 - Air Quality: Rule-Breaking Radio Advertising

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.

Download S8E11 - Air Quality: Rule-Breaking Radio Advertising
[mp3 file: runs 00:28:25]


S8E10 - Distress Purchases

This week, we explore the world of distress purchases. Distress purchases are the 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.

Download S8E10 - Distress Purchases
[mp3 file: runs 00:27:55]


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 - Unwitting Endorsers

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.

Download S8E09 - Unwitting Endorsers
[mp3 file: runs 00:27:42]


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 00:28:25]


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 00:28:04]


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 00:27:02]


S8E08 - Putting The Woo In Hollywood: Marketing The Movies

This week - just in time for the Oscars - 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.

Download S8E08 - Putting The Woo In Hollywood: Marketing The Movies
[mp3 file: runs 00:27:43]


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 00:28:05]


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 00:27:34]


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

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.

Download S8E07 - The Most Interesting Adman in The World: The Story of Albert Lasker (An Encore Presentation)
[mp3 file: runs 00:28:55]


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 00:26:34]


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.

Download S2E12 (Archive) - Selling Danger
[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.

Download S2E14 (Archive) - Famous Marketing Blunders
[mp3 file: runs 00:27:25]


S8E06 - The Pompatus of Skippy: Brand Names In Songs

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.

Download S8E06 - The Pompatus of Skippy: Brand Names In Songs
[mp3 file: runs 00:27:34]


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 00:27:18]


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 00:26:47]


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 00:27:23]


S8E05 - Monastic Merchandise: Products Made By Monks

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.

Download S8E05 - Monastic Merchandise: Products Made By Monks
[mp3 file: runs 00:28:09]


S1E06 (Archive) - Big Chill Marketing

From the Digital Box Set: This week, we look at the use of hit songs in advertising. It started in a big way back in 1983, with the movie The Big Chill. A huge part of the movie's success was based on its soundtrack, which featured over 20 of the biggest hits from the '60s and '70s. When Madison Avenue saw just how much hit songs resonated with baby boomers, it opened the floodgates. To this day, hit songs have been one of the advertising industry's most influential tools - but it wasn't without some interesting bumps along the way. This is an archived episode that aired originally on February 10, 2012.

Download S1E06 (Archive) - Big Chill Marketing
[mp3 file: runs 00:27:37]


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 - Vending Machines: Coin-Operated Marketing

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.

Download S8E04 - Vending Machines: Coin-Operated Marketing
[mp3 file: runs 00:28:19]


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.

Download S1E19 (Archive) - Brand Envy 2012
[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 00:26:14]


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.

Download S1E21 (Archive) - Books, Books, Books
[mp3 file: runs 00:26:36]


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.

Download S1E23 (Archive) - It's The Little Things
[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 00:26:30]


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.

Download S1E25 (Archive) - Ask Terry 2012
[mp3 file: runs 00:27:17]


S8E03 - A Matter of Time: The History of Commercial Lengths

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.

Download S8E03 - A Matter of Time: The History of Commercial Lengths
[mp3 file: runs 00:27:35]


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.

Download S1E13 (Archive) - When Brands Houdini
[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.

Download S1E14 (Archive) - Mascots
[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.

Download S1E16 (Archive) - Sex In Advertising
[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.

Download S1E17 (Archive) - Hypertargeting
[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 - Wacky Ad Spaces

This week on Under The Influence, 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.

Download S8E02 - Wacky Ad Spaces
[mp3 file: runs 00:27:52]


S8E01 - Jumping The Shark: Spokesperson Disasters

Welcome to the 2019 season 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.

Download S8E01 - Jumping The Shark: Spokesperson Disasters
[mp3 file: runs 00:27:54]


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.

Download S1E01 (Archive) - A New BRIC In The Wall
[mp3 file: runs 00:27:39]


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 00:27:39]


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.

Download S1E03 (Archive) - Voices of Influence
[mp3 file: runs 00:27:35]


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 00:27:31]


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.

Download S1E05 (Archive) - Getting Personal in the Classified Ads
[mp3 file: runs 00:27:39]


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.

Download S1E07 (Archive) - The Marketing Genius of Steve Jobs, Part 1
[mp3 file: runs 00:27:18]


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.

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

Download S1E09 (Archive) - Movie Marketing
[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.

Download S1E10 (Archive) - Marketing In A Crisis
[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.

Download S1E11 (Archive) - Accidental Brands
[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.

Download S1E12 (Archive) - Handcuffed By Brand Image
[mp3 file: runs 00:27:29]


Big News from Under The Influence

Hi, folks. We're very excited to announce the arrival of our Digital Box Set. For the first time ever, the entire Under The Influence archive of past episodes will be available for download right here free of charge. No more waiting, no more paywall. So if you missed any of our earlier seasons, here's your chance to catch up on any of the over 140 episodes. Beginning tomorrow, we're releasing Season One of our archives, with the other seasons to quickly follow. Download the Under The Influence Digital Box Set right here - with the first season rolling out January 3rd. Hope you enjoy it.

Download Big News from Under The Influence
[mp3 file: runs 00:01:44]