the april 2010 results of asia pulse’s poll for senators is is a lesson in advertising & marketing 101 – (brand) awareness is the number one issue and achieving it is the first goal of any election campaign.
except for 2, the rest of the first 14 candidates who have the possibility of entering the top 12 in this election have high awareness, at least an 80%+ level and most of them are at the 90%+ level. the two, biazon and guingona have 52% and 74% respectively.
on the other hand, the rest of the senatorial candidates below the top 14 have very low awareness, many of them below 30%.
awareness is the most basic requirement of any brand in any market and that includes political elections. if the voters do not know you or are not aware of you, how can they prefer or vote for you? after awareness is preference.
the goal of advertising are those things – build awareness and build preference. while not all of the top 14 have tv ads. almost all of them are already known by the voters.
for those wanting to win this election, they will need to fix these two components and advertising is the answer. however, with just a few days till election time, achieving anything even with advertising might be too difficult.
the list of senatorial candidates topping the march 2010 pulse asia poll is a mixture of personalities who cannot be any more different. just like the presidentiables, there is no unity or even sameness among them. as in previous senatorial elections, the list is dominated by opposition senators with just a few coming from lakas-kampi.
The survey fieldwork was conducted from March 21 to 28, 2010 using face to face interviews. Prior to and during the conduct of the survey, several events grabbed the headlines and these are as follows: (1) the Supreme Court’s declaration that President Gloria Macapagal-Arroyo has the authority to appoint the successor of Supreme Court Chief Justice Reynato S. Puno and the protests that followed the high court’s decision; (2) various appointments made by the President following the Supreme Court’s ruling; (3) the start of the official campaign season for the local elections; (4) election-related concerns including double registrants in the voters’ list, downgrading of security features in the ballot, and questions regarding the nominees of several party-list groups and Commission on Elections (COMELEC) Chairperson Jose A.R. Melo’s dismissal of a “failure of elections” scenario despite these and other problems; (5) the possible disqualification of several presidential candidates due to failure to abide by election laws regarding airtime limits on their campaign advertisements and placement and size of their campaign materials (e.g., billboards); (6) the expression of support for the Nacionalista Party’s (NP) presidential candidate, Senator Manuel B. Villar, Jr., by some allies of President Arroyo in Cebu; (7) reports regarding the falling-out between President Arroyo and Philippine National Police (PNP) Director General Jesus Versoza following the latter’s declaration that he will not support any attempt to extend the President’s term should there be a failure of elections in May 2010; (8) the government’s decision to retain its original growth target of 2.6% to 3.6% despite the El Niño phenomenon; and (9) continued oil price hikes.