presidentiables change tv ad executions to save their campaigns

Cover of April 2010 issue of Entrepreneur Philippines (left) where this blog was quoted; title page of article on the right

quotes from this blog on the advertising ran by the presidentiables were published in the april 2010 issue of Entrepreneur Philippines Magazine (cover photos, above). we like to run some parallel points to those quoted in the magazine.

the heaviest spenders, aquino and villar have been churning out new executions in a fast clip. that is the way to go – they need to put on air the ad most relevant to voters. politics and national issues change very rapidly. most national issues take at most has a lifespan of 3 days. there are very few instances when issues take weeks on the front page and headlines.

first, it’s not easy to come up with new ads frequently specially for political campaigns. the second biggest problem is scheduling. the presidentiables are constantly on the move, travelling to the provinces for sorties, in some instances at least 4 different locations in a day. getting them in manila for a tv shot is very difficult. you can of course shoot the commercial where the presidentiable is but that will be very costly for them.

the biggest problem is getting the ad or the storyboard done by the ad agency. not many ad agencies have the ability and the smarts to churn out tv ads in a huff. the challenge is very daunting and huge – you need to read the the issues properly, read the pysche of the voters , then you write the strategy after which you write the storyboard.  the first leg is the most difficult.

while we recognize the campaigns are doing well in airing new tv spots, we are not necessarily saying they are airing the right ads.  we all be talking about those next here at the 2010 Presidentiables Blog.

page 65 of the Entrepreneur Philippines Magazine

 the noynoy aquino ad campaign has very recently taken a different strategy.it is now on a bandwagon, winner’s approach claiming back the “people’s campaign” platform he started with. this ad portrays aquino, not directly said but obvious as the eventual winner.

this is a high risk approach. it is too much of a soft ad that we think is inappropriate at this time when election time is still weeks away, the issues raised against aquino have not been answered and his closes rival, manny villar is not about to give up anytime soon.  more on the villar ad campaign in a later post.

(click to read: manny villar and loren legarda airs negative ad – attack tv ad against noynoy aquino)

erap estrada has also since revised his advertising strategies. interestingly enough, estrada has dropped his “nostalgia campaign”. that is a smart move. estrada now talks about national issues and performance. it’s good that estrada changed his ad campaign, but we think he was not wise in choosing the issues he talks about as they are on the fringe of the voter mind.

there is however something very irritating about his ads – he appears to be too much in showbiz rather than presidential which among all the presidentiables, only he can actually claim being once a president of the country. once in showbiz, always in showbiz?

read the articles of the source of the quotes.

click to read article : noynoy aquino to lose the election due to advertising blunders

click to read article: presidentiables ad themes: villar-poverty, aquino-corruption, estrada-nostalgia and teodoro-ego trip

  1. morales
    April 24, 2010 at 4:50 pm

    congratulations to this blog! i have been a reader of this blog for sometime. it’s good to see that even traditional media is recognizing the value of this blog. keep up the good work!

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