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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.
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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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11/19/2018
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SS18E10 - Advertising Alumni: Famous People Who Started in Advertising

8/27/2018
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This week, for the final episode of our 2018 Summer Season, we look at famous people who began their careers in advertising. Many of the 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. We hope you enjoyed...

Duration:00:27:57

SS18E9 - Viral Videos

8/20/2018
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This week on our Summer Series, 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, fueled by luck and timing. We'll look at the most-viewed videos ever, including one a woman made when she quit her job that attracted almost 10 million views, the Evian bottled water video that got into the Guinness Book of World Records, a Nivea viral video that might have...

Duration:00:28:05

SS18E8 - Nudge: The Persuasive Power of Whispers

8/13/2018
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This week on our encore Summer Series, 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...

Duration:00:27:38

SS18E7 - When Brands Mock Other Brands

8/6/2018
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This week on our Summer Series, 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.

Duration:00:27:28

SS18E6 - Lookin' Out For #1

7/30/2018
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This week on our encore Summer Series, 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...

Duration:00:27:48

SS18E5 - Nobody's Dead Anymore: Marketing Deceased Celebrities

7/23/2018
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This week on our Summer Series, we look at Marketing Dead Celebrities. It's become a $2 billion dollar industry. And the marketing of dead celebrities not only attracts lots of big brands, but lots of controversy. 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...

Duration:00:26:52

SS18E4 - Marketing Rock 'N' Roll, Pt II

7/16/2018
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This week, it's Part Two of "Marketing Rock 'n' Roll." As the 1980's unfold, technology changes rock and 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...

Duration:00:26:05

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...

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
More
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