Under the Influence from CBC Radio

Under the Influence from CBC Radio

www.cbc.ca/radio/podcasts/arts-culture/under-the-influence
Under the Influence gives listeners a rare backstage pass into the hallways, boardrooms and recording studios of the ad industry. Join host and adman Terry O’Reilly for fascinating (and humorous) stories that connect the dots between pop culture, marketing and human nature.


S9E26 - Ask Terry 2020
Jun 25 • 27 min
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…
S9E25 - You Must Remember This: The Mandela Effect
Jun 18 • 26 min
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…
S9E24 - Branding A Disease
Jun 10 • 27 min
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.…
S9E23 - Bookmarks 2020
Jun 4 • 27 min
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…
S9E21 - Fix It Again, Tony: Brand Nicknames
May 21 • 27 min
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…
S9E20 - Setting The Table: Best Opening Stories
May 14 • 27 min
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…
S9E19 - Flip, Flop or Fly: The World of Test Markets
May 7 • 27 min
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…
S9E18 - Talk Ain’t Cheap: How Conversations Impact Business
Apr 30 • 27 min
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…
S9E16 - Brand Envy 2020
Apr 16 • 28 min
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…
S9E15 - Takes a Licking and Keeps on Ticking: Advertising Torture Tests
Apr 9 • 28 min
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,…
S9E14 - Thumbs Up or Thumbs Down: The New World of Online Reviews
Apr 2 • 27 min
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…
S9E13 - Lend Us Your Ears: The Intimate Art of ASMR Marketing
Mar 26 • 27 min
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…
S9E11 - For Better or For Worse: Wedding Marketing
Mar 12 • 26 min
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…
S9E10 - Come Fly With Me: Airports Are Now Brands
Mar 5 • 27 min
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,…
S9E09 - Search Parties: The Relentless Hunt For New Customers
Feb 27 • 27 min
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…
S9E08 - The Name Game: Brand Names In Different Countries
Feb 20 • 27 min
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…
S9E06 - Set Jetting: Film Locations As Tourism Marketing
Feb 6 • 27 min
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…
S7E25 (Archive) - Ask Terry 2018
Feb 3 • 27 min
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…
S7E24 (Archive) - Fasten Your Seatbelts: How Self-Driving Cars and Marketing Collide
Feb 3 • 27 min
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…
S7E23 (Archive) - How Tourism Survives A Tragedy
Feb 3 • 27 min
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…
S7E22 (Archive) - Guinness Book of World Ad Records
Feb 3 • 27 min
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…
S9E05 - Sound + Vision: Album Covers As Marketing, Part Two
Jan 30 • 27 min
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…
S9E04 - Sound + Vision: Album Covers As Marketing
Jan 23 • 27 min
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…
S7E21 (Archive) - Marching Orders: Household Products Invented by the Military
Jan 22 • 27 min
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…
S7E20 (Archive) - Avon Calling: Door-To-Door Marketing
Jan 22 • 27 min
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…
S7E18 (Archive) - Lemonade: Marketing A Negative
Jan 22 • 27 min
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…
S7E17 (Archive) - Bookmarks 2018
Jan 22 • 26 min
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…
S9E03 - Putting Fans In Stands: How Sports Teams Sell Tickets
Jan 16 • 27 min
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…
S7E16 (Archive) - Brand Envy 2018
Jan 13 • 26 min
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…
S7E15 (Archive) - Hey Vern! When Ads Go Hollywood
Jan 13 • 26 min
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…
S7E13 (Archive) - Famous Jingles, Part Two
Jan 13 • 27 min
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…
S7E12 (Archive) - Famous Jingles
Jan 13 • 27 min
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…
S9E02 - Goliath Meet David: Small Brands That Beat The Big Boys
Jan 9 • 27 min
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…
S9E01 - Same Bat Time, Same Bat Channel: Marketing TV Shows
Jan 2 • 26 min
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…
We’re Back January 2nd
Dec 27, 2019 • 1 min
We’ve got a fun 2020 season planned for you. Here’s a sneak peek at what’s in store…
S7E11 (Archive) - Brands Are People, Too: Products Named After Inventors
Dec 23, 2019 • 26 min
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…
S7E10 (Archive) - Worthless To Priceless
Dec 23, 2019 • 27 min
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…
S7E09 (Archive) - Celebrities: Living To Tell The Tales
Dec 23, 2019 • 27 min
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…
S7E08 (Archive) - Kentucky Fried Brand Myths
Dec 23, 2019 • 26 min
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…
S7E07 (Archive) - Comic Book Ads
Dec 16, 2019 • 27 min
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…
S7E06 (Archive) - A Wild & Crazy Idea: How Companies Solve Big, Hairy Problems
Dec 16, 2019 • 26 min
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…
S7E05 (Archive) - Delicious Names: Marketing Appetite Appeal
Dec 16, 2019 • 27 min
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…
S7E04 (Archive) - Underwear In Your Mailbox: Subscription Marketing
Dec 16, 2019 • 27 min
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…
S7E03 (Archive) - Damn The Torpedoes
Dec 9, 2019 • 27 min
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…
S7E02 (Archive) - I See A Little Silhouetto Of A Brand: How Old School Products Survive
Dec 9, 2019 • 27 min
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…
S7E01 (Archive) - Put It Between Your Knees and Squeeze: Marketing A Fad
Dec 9, 2019 • 26 min
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…
S6E26 (Archive) - Ask Terry 2017
Dec 9, 2019 • 26 min
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…
S6E25 (Archive) - Bookmarks 2017
Dec 2, 2019 • 27 min
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…
S6E24 (Archive) - Cannes Creative Advertising Be Effective?
Dec 2, 2019 • 27 min
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…
S6E23 (Archive) - Now Splinter Free: How Marketing Broke Taboos
Dec 2, 2019 • 27 min
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…
S6E22 (Archive) - The Lean Mean Money Machine: How Marketing Affects Sports
Dec 2, 2019 • 27 min
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…
S6E20 (Archive) - The Most Interesting Adman in the World: The Story of Albert Lasker
Nov 25, 2019 • 27 min
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…
S6E19 (Archive) - Brand Envy: #CANADA150
Nov 25, 2019 • 26 min
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…
S6E16 (Archive) - Guys and Dolls: Gender Marketing, Part II
Nov 25, 2019 • 26 min
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…
S6E15 (Archive) - Guys and Dolls: Gender Marketing, Part I
Nov 25, 2019 • 26 min
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…
S5E18 (Archive) - Grab Your Wallet: When Brands Go Political
Nov 18, 2019 • 27 min
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…
S6E14 (Archive) - Selling The Dream: Real Estate Advertising
Nov 18, 2019 • 27 min
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…
S6E13 (Archive) - The Wizarding World of Influencer Marketing
Nov 18, 2019 • 27 min
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…
S6E11 (Archive) - The Frankenstein Factor: Inventors Who Regret Their Inventions
Nov 18, 2019 • 27 min
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…
S6E10 (Archive) - The Odd Couple: Unlikely Marketing Collaborations
Nov 11, 2019 • 27 min
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…
S6E09 (Archive) - The Elephant In The Room: Humane Marketing vs. Profit
Nov 11, 2019 • 27 min
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…
S6E08 (Archive) - Brands In Cars Getting Coffee: Sponsorship Marketing
Nov 11, 2019 • 27 min
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…
S6E06 (Archive) - Lead Balloons: When Negative Brand Names Work
Nov 11, 2019 • 27 min
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…
S6E05 (Archive) - Judgment Day: Super Bowl Advertising
Nov 4, 2019 • 27 min
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…
S6E04 (Archive) - What A Difference A Difference Makes: Standing Out In The Marketplace
Nov 4, 2019 • 27 min
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…
S6E03 (Archive) - Passport Revoked: When Brands Fail Internationally
Nov 4, 2019 • 27 min
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…
S6E02 (Archive) - LIVE: Unforeseen Circumstances: How Companies Are Affected By Chance
Nov 4, 2019 • 52 min
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…
S6E01 (Archive) - The Crazy World of Trademarks
Oct 28, 2019 • 26 min
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…
S5E25 (Archive) - Ask Terry 2016
Oct 28, 2019 • 27 min
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…
S5E23 (Archive) - When Madison Avenue Met Broadway: The World of Industrial Musicals
Oct 28, 2019 • 27 min
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…
S5E24 (Archive) - Commercial Parodies
Oct 23, 2019 • 27 min
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…
S5E22 (Archive) - Bookmarks 2016
Oct 21, 2019 • 26 min
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…
S5E21 (Archive) - Persuasive Perks: The World of Loyalty Programs
Oct 21, 2019 • 27 min
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…
S5E19 (Archive) - Strange Bedfellows: Advertising & Porn, Part II
Oct 21, 2019 • 27 min
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…
S5E18 (Archive) - Strange Bedfellows: Advertising & Porn, Part I
Oct 21, 2019 • 26 min
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…
S5E20 (Archive) - Radio Still Makes Waves
Oct 14, 2019 • 27 min
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…
S5E16 (Archive) - Brand Envy 2016
Oct 14, 2019 • 26 min
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…
S5E15 (Archive) - Business As Unusual: The World of B2B Advertising
Oct 14, 2019 • 29 min
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…
S5E14 (Archive) - World’s Oldest Brands
Oct 14, 2019 • 27 min
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…
S5E13 (Archive) - Bouncing Back: How Marketers Survive Debacles
Oct 7, 2019 • 26 min
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…
S5E11 (Archive) - Liar For Hire: And Other Strange Service Companies
Oct 7, 2019 • 27 min
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…
S5E10 (Archive) - Live and Let Buy: Where You Live Dictates What You Purchase
Oct 7, 2019 • 27 min
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…
S5E09 (Archive) - Achilles Heel Advertising: Repositioning The Competition
Sep 9, 2019 • 27 min
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…
S5E08 (Archive) - Movie Merchandising
Sep 2, 2019 • 27 min
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…
S5E06 (Archive) - Words Invented By Marketers
Sep 2, 2019 • 27 min
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…
S5E05 (Archive) - Small Move, Big Gain
Sep 2, 2019 • 27 min
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…
S5E04 (Archive) - When Marketers Lie
Sep 2, 2019 • 27 min
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…
S8E25 (Archive) - Ask Terry 2019
Jun 20, 2019 • 27 min
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…
S8E24 (Archive) - God Save The Commercial: When Ads Are Banned
Jun 13, 2019 • 27 min
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…
S8E23 (Archive) - The Risk in the Asterisk: Fine Print & Advertising Disclaimers
Jun 6, 2019 • 27 min
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…
S8E22 (Archive) - Bookmarks 2019
May 30, 2019 • 27 min
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…
S8E21 (Archive) - Brand Envy 2019
May 23, 2019 • 27 min
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…
S8E20 (Archive) - To Bleep Or Not To Bleep: Vulgar Trademarks
May 16, 2019 • 27 min
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…
S8E19 (Archive) - Selling The Dream: Real Estate Advertising (An Encore Presentation)
May 9, 2019 • 27 min
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…
S8E18 (Archive) - Under The Influence of My Influences
May 2, 2019 • 35 min
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…
S3E20 (Archive) - Selling Death
Apr 29, 2019 • 27 min
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…
S8E17 (Archive) - Best Product In A Leading Role: Celebrity CEOs
Apr 25, 2019 • 27 min
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…
S8E16 (Archive) - Red Sheep: The Power of Word-Of-Mouth Advertising
Apr 18, 2019 • 27 min
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…
S3E10 (Archive) - Viral Videos
Apr 15, 2019 • 27 min
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.…
S8E15 (Archive) - Little Big Towns: Roadside Attractions As Marketing
Apr 11, 2019 • 27 min
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…
S3E07 (Archive) - Ambush Marketing
Apr 8, 2019 • 28 min
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…
S3E09 (Archive) - Have It Your Way: How Mass Customization Is Changing Marketing
Apr 8, 2019 • 27 min
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.…
S8E14 (Archive) - Disgustingly Effective: The Marketing of Bodily Functions
Apr 4, 2019 • 27 min
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…
S3E01 (Archive) - Looking Out For Number One
Apr 2, 2019 • 27 min
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…
S3E02 (Archive) - The Psychology of Price
Apr 2, 2019 • 26 min
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…
S3E03 (Archive) - Cause Marketing
Apr 2, 2019 • 27 min
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…
S3E06 (Archive) - Marketing The Olympics
Apr 2, 2019 • 29 min
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…
S8E13 - Promise Less, Profit More (An Encore Presentation)
Mar 28, 2019 • 28 min
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…
S8E12 (Archive) - Objection Overruled: Law Firm Advertising
Mar 21, 2019 • 27 min
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…
S8E11 (Archive) - Air Quality: Rule-Breaking Radio Advertising
Mar 14, 2019 • 27 min
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…
S8E10 (Archive) - Distress Purchases
Mar 7, 2019 • 27 min
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…
S2E24 (Archive) - This I Know
Mar 5, 2019 • 26 min
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…
S2E25 (Archive) - Dear Terry
Mar 5, 2019 • 26 min
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…
S8E09 (Archive) - Unwitting Endorsers
Feb 28, 2019 • 27 min
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…
S2E19 (Archive) - Nothing In Common: How Hollywood Portrays Ad People
Feb 25, 2019 • 27 min
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,…
S2E20 (Archive) - Real Time Advertising
Feb 25, 2019 • 27 min
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…
S2E21 (Archive) - Nobody’s Dead Anymore: Marketing Deceased Celebrities
Feb 25, 2019 • 26 min
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…
S8E08 (Archive) - Putting The Woo In Hollywood: Marketing The Movies
Feb 21, 2019 • 27 min
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…
S2E15 (Archive) - Game Shows As Marketing
Feb 19, 2019 • 27 min
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…
S2E16 (Archive) - Loss Leaders: How Companies Profit By Losing Money
Feb 19, 2019 • 27 min
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…
S2E17 (Archive) - Brand Envy 2013
Feb 19, 2019 • 27 min
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…
S8E07 (Archive) - The Most Interesting Adman in The World: The Story of Albert Lasker (An Encore Presentation)
Feb 14, 2019 • 28 min
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,…
S2E11 (Archive) - Tales of Customer Service
Feb 11, 2019 • 26 min
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…
S2E12 (Archive) - Selling Danger
Feb 11, 2019 • 27 min
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…
S2E14 (Archive) - Famous Marketing Blunders
Feb 11, 2019 • 27 min
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…
S8E06 (Archive) - The Pompatus of Skippy: Brand Names In Songs
Feb 7, 2019 • 26 min
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…
S2E08 (Archive) - Coming Soon: The Art of the Movie Trailer
Feb 4, 2019 • 27 min
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…
S2E09 (Archive) - Marketing Stunts
Feb 4, 2019 • 26 min
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…
S2E10 (Archive) - Billion Dollar Brands
Feb 4, 2019 • 27 min
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…
S8E05 (Archive) - Monastic Merchandise: Products Made By Monks
Jan 31, 2019 • 27 min
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…
S2E01 (Archive) - Shame: The Secret Tool of Marketing
Jan 28, 2019 • 27 min
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…
S2E02 (Archive) - A Prize In Every Box: Box-Tops, Toys and Free Prizes
Jan 28, 2019 • 27 min
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…
S2E03 (Archive) - Timing Is Everything
Jan 28, 2019 • 27 min
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…
S2E04 (Archive) - Radio Is Dead: Long Live Radio
Jan 28, 2019 • 25 min
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…
S2E05 (Archive) - Buy Less: How Some Companies Profit By Asking You to Spend Less
Jan 28, 2019 • 26 min
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…
S8E04 (Archive) - Vending Machines: Coin-Operated Marketing
Jan 24, 2019 • 27 min
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…
S1E19 (Archive) - Brand Envy 2012
Jan 18, 2019 • 27 min
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…
S1E20 (Archive) - Sorry Seems To Be The Smartest Word: When Brands Apologize
Jan 18, 2019 • 26 min
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,…
S1E21 (Archive) - Books, Books, Books
Jan 18, 2019 • 26 min
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…
S1E22 (Archive) - LGBTQ Advertising: Chasing The Pink Dollar
Jan 18, 2019 • 27 min
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,…
S1E23 (Archive) - It’s The Little Things
Jan 18, 2019 • 26 min
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…
S1E24 (Archive) - Striking Images: Matchbook Advertising
Jan 18, 2019 • 26 min
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…
S1E25 (Archive) - Ask Terry 2012
Jan 18, 2019 • 27 min
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…
S8E03 (Archive) - A Matter of Time: The History of Commercial Lengths
Jan 17, 2019 • 26 min
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…
S1E13 (Archive) - When Brands Houdini
Jan 11, 2019 • 27 min
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…
S1E14 (Archive) - Mascots
Jan 11, 2019 • 27 min
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…
S1E15 (Archive) - Charlie Bit My Ad: When Advertising Works Too Well
Jan 11, 2019 • 27 min
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…
S1E16 (Archive) - Sex In Advertising
Jan 11, 2019 • 27 min
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…
S1E17 (Archive) - Hypertargeting
Jan 11, 2019 • 26 min
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…
S1E18 (Archive) - Colour Schemes: How Colours Make You Buy
Jan 11, 2019 • 26 min
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…
S8E02 (Archive) - Wacky Ad Spaces
Jan 10, 2019 • 27 min
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,…
S8E01 (Archive) - Jumping The Shark: Spokesperson Disasters
Jan 3, 2019 • 27 min
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.…
S1E01 (Archive) - A New BRIC In The Wall
Jan 3, 2019 • 28 min
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…
S1E02 (Archive) - Men Are From Sears, Women Are From Bloomingdale’s
Jan 3, 2019 • 28 min
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…
S1E03 (Archive) - Voices of Influence
Jan 3, 2019 • 28 min
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,…
S1E04 (Archive) - Great Brands That Never Advertise
Jan 3, 2019 • 28 min
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…
S1E05 (Archive) - Getting Personal in the Classified Ads
Jan 3, 2019 • 28 min
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…
S1E07 (Archive) - The Marketing Genius of Steve Jobs, Part 1
Jan 3, 2019 • 27 min
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…
S1E08 (Archive) - The Marketing Genius of Steve Jobs, Part 2
Jan 3, 2019 • 27 min
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…
S1E09 (Archive) - Movie Marketing
Jan 3, 2019 • 27 min
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…
S1E10 (Archive) - Marketing In A Crisis
Jan 3, 2019 • 27 min
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…
S1E11 (Archive) - Accidental Brands
Jan 3, 2019 • 27 min
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…
S1E12 (Archive) - Handcuffed By Brand Image
Jan 2, 2019 • 27 min
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…