Ppi Branding
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The document discusses strategies for customizing political advertising tactics. It covers objectives such as growing voter numbers, increasing market share, and consolidating loyalty. It analyzes voter demographics and psychographics to identify target audiences. Different positioning strategies like defensive, offensive, and flanking are examined. Creative content and media planning considerations are also outlined. The overall aim is to develop an advertising approach that achieves the balanced goals of increasing voter support through both rational information sharing and emotional engagement.
![Minimum Effective Frequency (MEF) MEF = 1 + VA (1,2)[TA + BA + BATT – PI] Where – VA is ‘Vehicle Attention Correction Factor’ (1 for high attention vehicles, 2 for low attention vehicles) TA is ‘Target Audience Correction Factor’ BA is ‘Brand Awareness Correction Factor’ BATT is ‘Brand Attitude Correction Factor’ PI is ‘Personal Influence Correction Factor’ (> 0.25 = 1, < 0.25 = 0)](https://image.slidesharecdn.com/ppibranding-124496553442-phpapp02/85/Ppi-Branding-97-320.jpg)
Ppi Branding
- 1. Customizing Advertising Tactics For Political Branding Strategized, Created & Presented By: Rohit Shrivastava
- 2. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 3. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 4. What is the objective of my advertising Category and market growth Grow the total numbers of voters
- 5. What is the objective of my advertising Category and market growth Grow the total numbers of voters Increasing market share Takes voters away from other political parties
- 6. What is the objective of my advertising Category and market growth Grow the total numbers of voters Increasing market share Takes voters away from other political parties Consolidation of market share Keep my own voters loyal to me
- 7. What is the objective of my advertising Category and market growth Grow the total numbers of voters Increasing market share Takes voters away from other political parties Consolidation of market share Keep my own voters loyal to me High value; high price Place my political ideology on a higher value, creating a niche of aware voters
- 8. What is the objective of my advertising Category and market growth Grow the total numbers of voters Increasing market share Takes voters away from other political parties Consolidation of market share Keep my own voters loyal to me High value; high price Place my political ideology on a higher value, creating a niche of aware voters Or ……
- 9. Is it … Existing Markets / Voters Existing Products (Old Thoughts & Theory) New Markets / Voters New Products (New Thought) Expansion Age Old Theory / New Voters Diversification Existing Voters / New Thoughts ? New Voters / New Thoughts
- 10. Within Which …. Brand Awareness Do they know about PPI
- 11. Within Which …. Brand Awareness Do they know about PPI Brand Recognition Do they associate PPI with a ‘value’
- 12. Within Which …. Brand Awareness Do they know about PPI Brand Recognition Do they associate PPI with a ‘value’ Brand Attitude Positive I know about PPI, I know what it stands for, and I support it Neutral OK, I know about PPI, I know what it stands for, let me think about it Negative To hell with these new bunch of jokers
- 13. Within Which …. Brand Awareness Do they know about PPI Brand Recognition Do they associate PPI with something Brand Attitude Positive I know about PPI, I know what it stands for, and I support it Neutral OK, I know about PPI, I know what it stands for, let me think about it Negative To hell with these new bunch of jokers Brand Recall Clean politics
- 14. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 15. Who Am I Selling To New Category User (NCU) Someone who is voting for the first time
- 16. Who Am I Selling To New Category User (NCU) Someone who is voting for the first time Brand Switchers (BS) The undecided
- 17. Who Am I Selling To New Category User (NCU) Someone who is voting for the first time Brand Switchers (BS) The undecided Brand Loyal (BL) I love PPI
- 18. Who Am I Selling To New Category User (NCU) Someone who is voting for the first time Brand Switchers (BS) The undecided Brand Loyal (BL) I love PPI Other Brand Loyal (OBL) The age old Congress, BJP loyalists, and others party loyalists
- 19. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 20. Fundamentals Of Buying Informational / Rational Transformational / Emotional High Involvement / I Care Low Involvement / Who Cares
- 21. Buyer Behavior Sequencing Model Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 22. Identifying The Demographics Who needs to vote Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 23. Identifying The Demographics Do I know, who to vote for Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 24. Identifying The Demographics What are my friends doing Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 25. Identifying The Demographics I vote for xxx Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 26. Identifying The Demographics I’ve stamped it Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 27. Identifying The Demographics Cry / Laugh Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 28. Identifying The Psychographics Social Meetings Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 29. Identifying The Psychographics Social Gatherings / Home / Internet etc. Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 30. Identifying The Psychographics Social / Work / Home Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 31. Identifying The Psychographics In Solitude Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 32. Identifying The Psychographics Booth Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 33. Identifying The Psychographics For the next term Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 34. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 35. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 36. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 37. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 38. Identifying The Media Exposure Strategy Mornings / Afternoon Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 39. Identifying The Media Exposure Strategy For the entire term Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 40. Identifying The Creative Content Frustration / Helplessness Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 41. Identifying The Creative Content Peer Group / Media Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 42. Identifying The Creative Content Peer Group Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 43. Identifying The Creative Content My Mind Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 44. Identifying The Creative Content Stamp It Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 45. Identifying The Creative Content Can’t Expect Anything Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 46. Identifying The Purchase Cycle Time From election to election Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
- 47. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 48. Kapferer’s Brand Identity Prism External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 49. Kapferer’s Brand Identity Prism - IBM All data processing systems Confident Security, Reassurance Big business, Ivy League, East coast, Wall Street Those who take business seriously I am a professional IBM Core Values & Benefits External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 50. Kapferer’s Brand Identity Prism - Apple Microcomputers, Easy access, Graphics Intelligent, Creative, Cool Liberation, Friendly Challenge the establishment, California Young minded, autonomous Self-enhancement Apple Core Values & Benefits External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 51. Congress Is … Old Toothless Elephant Lethargic, Moderate Loyalist Dynasty Nationalist, Socialist Intellectual, Reliable Everything for Everyone External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 52. Who Does Congress Target ….
- 53. BJP Is … Old Toothless Tiger, that roars a lot Extreme, Moderate Follower Sangh Parivar Hinudstani, Idealist Ideology Driven, Principled Protectors of Hindutva External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 54. Who Does BJP Target ….
- 55. Shiv Sen / MNS Is … Barking Dog that bites Extreme Blind Follower Dynasty Fiercely State Oriented Soldier, Reformist Divide & Rule External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 56. Who Does Shiv Sena / MNS Target ….
- 57. SP / BSP Is … Slimeball Cunning, Cheaters Opressed Mafia Save me Helpless Opportunist External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 58. Who Does SP / BSP Target ….
- 59. What Is … DMK, TC Etc.. Do They Have An Identity … Lets Guess xxxx xxxx xxxx xxxx xxxx xxxx Are There Any ? External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 60. And, What Do We Stand For ? Race Horse Clear Objective, Honest, Disciplined Peers Open, Flat, Accountable I do things by the book …. Honestly, ethically, systematically, transparently etc. I am a “professional” Good Governance External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
- 61. Congress BJP (Values) (Mass Appeal) SP / BJP / SS / MNS PPI ? As of Present Date Brand Stature Brand Strength
- 62. Congress BJP (Values) (Mass Appeal) SP / BJP / SS / MNS PPI ? As Desired Brand Stature Brand Strength
- 63. Positioning Is A Case Of Warfare Defensive
- 64. Positioning Is A Case Of Warfare Defensive Offensive
- 65. Positioning Is A Case Of Warfare Defensive Offensive Flanking
- 66. Positioning Is A Case Of Warfare Defensive Offensive Flanking Guerrilla
- 67. Defensive Positioning Best defense is attack on ones own self No one does it !!
- 68. Defensive Positioning Best defense is attack on ones own self No one does it !! Only for the market leader Only for the ruling party
- 69. Defensive Positioning Best defense is attack on ones own self No one does it !! Only for the market leader Only for the ruling party Look out for strong competitive moves We all know how they do it ….
- 70. Offensive Positioning The main consideration is the market leaders strong points Opposition, hits the ruling party on mundane issues
- 71. Offensive Positioning The main consideration is the market leaders strong points Opposition, hits the ruling party on mundane issues Focus on market leaders weakness Opposition can’t do that, as they too have similar weaknesses
- 72. Offensive Positioning The main consideration is the market leaders strong points Opposition, hits the ruling party on mundane issues Focus on market leaders weakness Opposition can’t do that, as they too have similar weaknesses Launch concentrated onslaughts What onslaughts …. Only eye washes
- 73. Offensive Positioning The main consideration is the market leaders strong points Opposition, hits the ruling party on mundane issues Focus on market leaders weakness Opposition can’t do that, as they too have similar weaknesses Launch concentrated onslaughts What onslaughts …. Only eye washes For the # 2 & # 3 players Both national parties are engrossed in this activity
- 74. Flanking Positioning Always flank on an uncontested positioning platform Most large regional parties use this
- 75. Flanking Positioning Always flank on an uncontested positioning platform Most large regional parties use this Tactical surprise is an important element Issue based support and bargaining is an example
- 76. Flanking Positioning Always flank on an uncontested positioning platform Most large regional parties use this Tactical surprise is an important element Issue based support and bargaining is an example Pursuit is as critical as the attack Maximize on the opportunity, gain maximum returns
- 77. But, Most Of Us Are Guerrillas Find a segment small enough to defend Can we build a loyalist base big enough
- 78. But, Most Of Us Are Guerrillas Find a segment small enough to defend Can we build a loyalist base big enough Do not behave like the ‘biggies’ Lets work to make a fundamental difference
- 79. But, Most Of Us Are Guerrillas Find a segment small enough to defend Can we build a loyalist base big enough Do not behave like the ‘biggies’ Lets work to make a fundamental difference Be prepared to move out at a short notice Should we find flaws in our own working, accept them, rectify them and move ahead … ego has no role to play
- 80. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 81. Buying Categories – Informational / LI Asprin Basic Detergents Basic soaps Industrial Consumables High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 82. Buying Categories – Creative Implications Use simple problem solution format It is not essential for people to like the creative Focus on only one or two benefits Always over claim Repetition helps High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 83. Buying Categories – Transformational / LI Confectionaries Basic Cosmetics Soft Drinks High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 84. Buying Categories – Creative Implications Emotional authenticity is the key Execution of the emotion must be unique to the brand The audience must like the creative Benefit is implicit Repetition helps High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 85. Buying Categories – Informational / HI Insurance Banking Industrial Projects Healthcare High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 86. Buying Categories – Creative Implications Correct emotional portrayal is essential in early stages of PLC The audience must accept the main points of the ad, but need not like the creative Initial attitude towards the brand is critical Claims must be acceptable High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 87. Buying Categories – Transformational / HI High Fashion Luxury Cars Vacations High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 88. Buying Categories – Creative Implications Emotional authenticity is paramount and must be tailored to lifestyles People must personally identify with the brand and like the creative Over claiming is recommended, never under claim High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 89. Politics Is Complicated (In the present day) Politics High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 90. Politics Is Complicated (As it ought to be) Politics High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
- 91. Politics Is Complicated – Keep The Balance Emotional authenticity is paramount and must be tailored to lifestyles People must personally identify with the brand and like the creative Over claiming is recommended, never under claim Correct emotional portrayal is essential in early stages of PLC The audience must accept the main points of the ad, but need not like the creative Initial attitude towards the brand is critical Claims must be acceptable High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional Create this upwards push
- 92. Contents Why Advertise / Brand Who is the customer How does the customer ‘buy’ Positioning the brand Conceptualizing a creative strategy Planning media
- 93. The Media Bubble Continuity Reach Minimum Effective Frequency (MEF) Budget $
- 94. The Media Bubble - Continuity Continuity Reach Minimum Effective Frequency (MEF) Budget $ How many purchase cycles do I cover
- 95. The Media Bubble - Reach Minimum Effective Frequency (MEF) Budget $ How much of my target audience do I cover Continuity Reach How many purchase cycles do I cover
- 96. The Media Bubble - MEF Minimum Effective Frequency (MEF) Budget $ At what level do I advertise / How much do I advertise – during one purchase cycle to obtain my desired results How much of my target audience do I cover Continuity Reach How many purchase cycles do I cover
- 97. Minimum Effective Frequency (MEF) MEF = 1 + VA (1,2)[TA + BA + BATT – PI] Where – VA is ‘Vehicle Attention Correction Factor’ (1 for high attention vehicles, 2 for low attention vehicles) TA is ‘Target Audience Correction Factor’ BA is ‘Brand Awareness Correction Factor’ BATT is ‘Brand Attitude Correction Factor’ PI is ‘Personal Influence Correction Factor’ (> 0.25 = 1, < 0.25 = 0)
- 99. MEF Unit Adjustments - TV
- 100. MEF Unit Adjustment - Radio
- 101. MEF Unit Adjustment – Newspaper
- 102. MEF Unit Adjustment – Magazines
- 103. MEF Unit Adjustment – Industrial & Business Magazines
- 104. Budgeting For The Campaign Although the budgeting needs to be done after the calculation of the MEF, as highlighted previously
- 105. Budgeting For The Campaign Although the budgeting needs to be done after the calculation of the MEF, as highlighted previously And also in the considerations given to the ‘reach’ and ‘continuity’
- 106. Budgeting For The Campaign Although the budgeting needs to be done after the calculation of the MEF, as highlighted previously And also in the considerations given to the ‘reach’ and ‘continuity’ On determination of these parameters, and on allocation of the available finance; the budget will need to be worked backwards (The ideal method of arriving on a optimum budget, is by the method of ‘activity based costing’ ; which if desired can be done in detail – subject to conditions)
- 107. Budgeting For The Campaign Although the budgeting needs to be done after the calculation of the MEF, as highlighted previously And also in the considerations given to the ‘reach’ and ‘continuity’ On determination of these parameters, and on allocation of the available finance; the budget will need to be worked backwards (The ideal method of arriving on a optimum budget, is by the method of ‘activity based costing’ ; which if desired can be done in detail – subject to conditions) However, since it is desired to allocate a value for cyber activities; an educated ‘guestimate’ is INR 200,000/-
- 108. Thank You