Strategies For Political Branding

1. Customizing Advertising Tactics For Political Branding Strategized, Created & Presented By: Rohit Shrivastava

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

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

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

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

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

98. MEF Calculation Tables

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

108. Thank You