Lecture at Schulich School of Business at York University

Barry was a guest lecturer, providing an in-depth outline to graduate business students on how advertising creates real incremental value for businesses. The Masters degree candidates (MBA and Master of Marketing) at the highly ranked #SchulichSchoolofBusiness at #YorkU were very responsive.

This lecture included dissecting one of his Subway commercials to show the various levels of communication and persuasion woven into the ad. He discussed issues like the elements needed to establish credibility; how to identify the right motivating benefits in a product and getting the most persuasive power in messages.