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Under the Influence

CBC

Terry O’Reilly explores the critical shift from advertising as a loud one-way conversation to a new delicate dialogue, where the goal is no longer to triumph by weight, but to win by influence.

Terry O’Reilly explores the critical shift from advertising as a loud one-way conversation to a new delicate dialogue, where the goal is no longer to triumph by weight, but to win by influence.
More Information

Location:

Toronto, ON

Networks:

CBC

Description:

Terry O’Reilly explores the critical shift from advertising as a loud one-way conversation to a new delicate dialogue, where the goal is no longer to triumph by weight, but to win by influence.

Language:

English

Contact:

416-205-3700


Episodes

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7/15/2018
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Get more Under The Influence

SS18E3 - Marketing Rock 'N' Roll, Pt I

7/9/2018
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In part one of a two-part episode, 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...

Duration:00:25:51

SS18E2 - The Psychology of Price

7/2/2018
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This week in our Summer Series, 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...

Duration:00:26:05

SS18E1 - Elevator Pitches

6/27/2018
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Welcome to the first episode of our 2018 Summer Series, where we bring you encore episodes from deep in our archives. This week is about the art of the elevator pitch. The definition of an elevator pitch is being able to pitch an idea in the time it takes an elevator to go from the first floor to the second. Distilling a selling idea down to a few words is the ultimate test: If it can be encapsulated in one compelling sentence, it's strong. If it can't be, the idea is probably fuzzy.

Duration:00:26:43

S7E25 - Ask Terry 2018

6/21/2018
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This week marks the final episode of the 2018 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 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.

Duration:00:28:03

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

6/14/2018
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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.

Duration:00:27:53

S7E23 - How Tourism Survives A Tragedy

6/7/2018
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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.

Duration:00:28:25

S7E22 - Guinness Book of World Ad Records

5/31/2018
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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.

Duration:00:28:14

S7E21 - Marching Orders: Household Products Invented by the Military

5/24/2018
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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.

Duration:00:28:06

S7E20 - Avon Calling: Door-To-Door Marketing

5/22/2018
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This week, we explore the art of door-to-door sales. From encyclopaedias, 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…

Duration:00:28:21

S7E20 - Avon Calling: Door-To-Door Marketing

5/17/2018
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This week, we explore the art of door-to-door sales. From encyclopaedias, 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…

Duration:00:28:21

S7E19 - Colour Schemes: How Colours Make You Buy (An Encore Broadcast)

5/10/2018
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This week, we look at the use of colour in marketing. Colours play a bigger role in your purchasing decisions than you may think. They can make you feel a certain way about a brand, and even encourage you to open your wallet. A lesson The Beatles, Christian Louboutin and Tiffany know very well…

Duration:00:27:20

Colour Schemes: How Colours Make You Buy (An Encore Broadcast)

5/10/2018
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This week, we look at the use of colour in marketing. Colours play a bigger role in your purchasing decisions than you may think. They can make you feel a certain way about a brand, and even encourage you to open your wallet. A lesson The Beatles, Christian Louboutin and Tiffany know very well…

Duration:00:27:20

S7E18 - Lemonade: Marketing A Negative

5/3/2018
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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.

Duration:00:28:10

S7E17 - Bookmarks 2018

4/26/2018
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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.

Duration:00:27:26

S7E16 - Brand Envy 2018

4/19/2018
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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…

Duration:00:27:07

S7E15 - Hey Vern! When Ads Go Hollywood

4/12/2018
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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 Hollywood.

Duration:00:27:30

S7E14 - It's The Little Things: An Encore Broadcast

4/5/2018
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This week, we look at companies that go above and beyond the call. Brands 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 magnify the small type on vitamin bottles or hardware stores that offer maps of their aisles. Grab a coffee and join us for companies that go the extra inch.

Duration:00:26:58

S7E13 - Famous Jingles, Part Two

3/29/2018
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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…

Duration:00:27:57

S7E12 - Famous Jingles

3/22/2018
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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.

Duration:00:28:14