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John Tantillo
Born June 29, 1951 (1951-06-29) (age 58)
Brooklyn, New York
Nationality American
Education St. Francis College
Alma mater Queens College of the City University of New York
Hofstra University
Known for Branding and marketing consultant

John Tantillo (born June 29, 1951 in Brooklyn, New York) is an American branding and marketing consultant.[1][2] He is credited with coining the term The O'Reilly Factor, which later became the title of Bill O'Reilly’s television show.[3]

A graduate of St. Francis College, Queens College of the City University of New York and Hofstra University, Tantillo holds a Masters in Experimental Psychology and a doctorate in Applied Research Psychology.[2][4]

Tantillo is widely known as “The Marketing Doctor”[2] and for his outspoken adherence to the marketing concept, which has been defined as the essential role of marketing as a vehicle to identifying and satisfying consumer needs. He has been particularly outspoken about what he perceives as the money wasted on Super Bowl advertising.[5]

Tantillo is a frequent guest on television and radio, often appearing on Fox Business News and Fox & Friends. He is a regular guest on the Fox News live webcast discussion show, The Strategy Room, where he is seen twice a week on Business Hour, News With a View and God Talk Hours, analyzing the role of marketing within the topic of the day.

Tantillo has been called to discuss marketing issues related to politics, corporations and persons and has been called the “Howard Cosell” of marketing for his distinctive voice, mannerisms and clothing.[6 ] In December 2007, he generated controversy for advocating a Fat Santa campaign and comments that Santa Claus should lose weight and join the fight against the obesity epidemic.[6 ] His position was ridiculed by Erich Muller during an appearance by Tantillo on Muller's radio program, The Mancow Show.[7] Tantillo wrote again on this subject in 2008[8] and again met with criticism.[9]

In his marketing analyses and critiques, Tantillo refers frequently to a concept he calls Adpublitizing. According to Tantillo, Adpublitizing means creating an advertisement that is sure to generate controversial coverage, thus ensuring that the advertisement and the related brand get many more impressions than a typical media buy.[10][11][12]

In September 2008, Tantillo syndicated his blog content to, a social networking site for entrepreneurs run by Under the current arrangement, he operates as a “Branding and Marketing Expert Blogger” for while also generating other blog content and Internet-disseminated guidance for readers of his blog and private clients.[13] In February 2009, he also became a blogger for The Fox News Forum.[14]



  • Tantillo, J., DiLorenzo-Aiss, J., & Mathisen R.E. Quantifying Received Differences in Type Styles: An Exploratory Study. Psychology & Marketing. August, 1995, Vol 12 (5) 447-457.
  • Schneider, S,Z., Primavera, L.H., & Tantillo, J. The Effect Of An Anticipated Reverse Smoking Rule On The Perceived Distraction Of Persons Attending Organizational Meetings. The Journal Of Psychology, 1983, 113, 41-45.
  • Primavera, L. H., Tantillo, J., and DeLisio, T. 1980. Religious Orientation, Religious Behavior, and Dogmatism as Correlates of Irrational Beliefs. Rational Living 15:35-37.
  • Stang, D.J. Faranda, J., & Tantillo, J. Learning Mediates The Exposure-Attraction Relationship: More Evidence. Bulletin of the Psychonomic Society, 1977, Vol 9 (1) 19-20.


External links


TV Appearances


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