gilbert teodoro airs an epic fail tv ad, a push against surveys and himself. Teodoro has ADS? Sindrome!
this is supposed to be part of the arsenal to what an analyst calls to be teodoro’s “Battle Of The Bulge”, a last ditch, huge effort to turn the tide of failure that seem to be the campaign’s destiny.
that is a good objective. but what we do not find good is this tv ad which seem to be not going for anyone or any principle in particular, it is going against surveys.
contrary to pronouncements by teodoro himself that he does not care about surveys, this ad confirms he does care for surveys. he cares for it so much that he feels compelled to put up an ad that goes against it. the way this execution was laid out, you would think teodoro is going against an opponent named “survey”.
well, he is not. he is however suffering in the surveys. his best rating is 7% and his latest ratings at the SWS is 6%. he has been perennially stuck at 4th. that is definitely not a good thing as it shows he in unable to convince and convert voters to his side.
i thought teodoro will climb to a respectable double digit rating by now, but that seems to be expecting too much considering it is just a few weeks till election time.
this ad is a high risk ad for teodoro. this ad actually calls attention to his poor showing in the surveys. ads, specially political ads, are supposed to highlight the good things a candidate has. this one begins the ad with calling attention to a failure of the teodoro campaign – his very poor showings in the surveys.
we do not know exactly how much of the voters are familiar with the survey results but for those who are not, this ad will push them to find what the surveys are saying about teodoro. and when they do, they will see that teodoro is a loser in the surveys. the net effect then of this ad is that more people will now pay attention to survey results and every time the voters see the results, they will see teodoro doing very poorly at them.
i don’t think there is a single tv ad for any mass consumer product where it begins it’s tv commercial telling it’s target market the brand has a very small market share or that research shows the brand is not being proffered by many consumers or only a few consumers prefer the brand.
the equivalent message of political surveys to mass consumer brands is that a poor showing in political surveys mean the candidate is not preferred by many voters. that kind of message is hardly any positive motivation to convert non-users or non-preferers to your side.
in fact that kind of message may even demoralize or turn off his current supporters. there are not many people who will want to continue to support a loser.
we understand the intent of including surveys at the beginning of the ad. this ad is meant to show that teodoro is gaining support from a growing number of voters. they want a bandwagon effect.
that is a valid advertising idea. but did they have to use teodoro’s poor showing in surveys to set up the message of growing support for teodoro? did they have to use a negative message at the start of the ad to communicate a positive message?
no, they did not have to. there are many other ways of setting up the commercial. in fact there a lot more positive ways of doing so. the negative start of the ad with the message of teodoro’s poor showing in the surveys has the effect of teodoro shooting himself in the foot.
the ad also suffers from other fatal errors, to us the most major of which is the obsession of people saying his name over and over again. teodoro’s problem goes beyond name recognition. getting the people to say his name many times over in the ad is not doing anything to help him get elected.
they should have asked the on-cam talent to tell the audience why they are voting for teodoro rather than just saying his name. they had a few of those but we don’t understand why of all attributes they want people to remember about teodoro, it needs to be “batang-bata” or “maka-Diyos”.
while those are positive attributes, they do not give any meaningful addition or address problems of the teodoro campaign. rather than give these worthless attributes, they could have chosen attributes that are consistent with his platform or those that debunk negative attribute people have of him. in other words, they should have used attributes or messages that will help him get elected.
this is a definite WAWAM! and yes, teodoro has ADS? Sindrome.
we are reacting to these statements made by the teodoro campaign officials about the chances that that teodoro can still win this election.
MANILA, Philippines—Though he remains a poor fourth in the surveys, administration standard-bearer Gilbert “Gibo” Teodoro should not be counted out of the presidential race, Malacañang said Tuesday.
“There’s no reason for anyone to throw in the towel,” Gary Olivar, deputy presidential spokesperson, told reporters. “People, when they start campaigning, they should be serious about it.”
it is the late stages of the campaign and for teodoro to continue to get only single digits ratings in the poll does say it is time to throw in the towel.
changes in voter attitudes do not happen fast – it takes time for the messages to reach the voters and it takes time for the voters to act on them.
even on that one, there is no assurance that the voters will react favourably to your message. the other candidates are doing their own efforts which probably already has reached the intended voters.
for those in the laggards group like teodoro, the task is not just to get his message to reach voters, but more than that, it is to convert them to his side.
conversion is one of the most difficult tasks in marketing. conversion is much harder than persuasion.
Olivar advised the public to wait for the results of the next survey, which he said would cover the March 26 kick-off of the local campaign and factor in the political machinery of the administration coalition.
“We have the word of administration party spokespersons and leaders that we will start to see the effects of their grassroots strength after the local campaign started on March 26,” he said.
this is a very tall promise.
the only way teodoro will turn the tide in his favor is he has done something massive, something different and something really smart in the last few weeks since that last poll was taken. we did not see teodoro doing anything earth shaking during the time.
the local “political machinery” is a myth the ruling party keeps saying whenever they are losing in the polls. to them it is really no more than a made up silver bullet.
political machinery did not deliver and in fact was non-existent in the last senatorial election where almost all the opposition candidates won seats and almost all the admin candidates lost.
the reason for the loss? gloria macapagal arroyo. and that reason continue to be present now and in particular with teodoro who has been given the kiss of death.
Party secretary general Francis Manglapus said the surveys would not reflect the true sentiments of voters until 10 days before the end of the campaign period, when the electorate had made a firm choice.
“This thing is far from over,” he said by phone.
Manglapus, who said he doubted the “science” behind surveys, agreed that the surveys had failed to take into account such factors as “command vote” and “regional strength.”
surveys capture voter sentiments at the moment of the survey. have several survey points and you can connect them to form a trend. the trend for teodoro is not a good thing.
“command vote” and “regional strenght” are cute new words to say “political machinery” which as we have said previously is a myth.
it is strange that the impact of political machinery is being portrayed here like a switch or a faucet where it’s effects are felt only when it is switched on.
these local officials who are supposed to form the political machinery has always been in their locality from the very beginning. why has their impact not been picked up by the polls? it appears they have not been doing anything and will only start on the official start of the local campaign.
if the impact of the local machinery is not being felt now, it will not be felt 2 months from now during the election.
“We just started to send out our message last Friday,” he said, referring to the start of the local campaign. “We’re just starting to crank the machinery.”
if this is true, then this party is in trouble for it’s mismanagement and poor strategizing in this election. they knew from the very beginning that teodoro was an underdog in this election. knowing that, the smart manager should have started this much earlier.
Manglapus, however, conceded that the delayed move to air advertisements on television and radio contributed to Teodoro’s poor ratings. He disclosed that the party would step up the airing of these ads and the road shows.
the problem with teodoro’s adveritsing is not just being late in airing them. first of all, we disagree – they were not late at all. they were aired at about the same time as the other front runner aquino.
the problem with teodoro’s ads is that they were bad commercials and that they do not have enough money to air them. ad people will tell you, however, that even if teodoro had the same amount of money villar ad, it will not help at all since the ads are weak.
“The election is 40 days away, and the local campaign has just started. Now the real movement and growth of our campaign by leaps and bounds will be seen,” he said.
this is fine IF teodoro do not have competition. teodoro’s campaign is not in a vaccum. he competes with other presidentiables. so it will not happen.
the teodoro campaign needs a large dose of reality.
this is next at The 2010 Presidentiables Blog.
gilbert teodoro, the standard bearer of the admin/(supposed) dominant political party LAKAS-KAMPI-CMD know that he is losing this election campaign. he has not moved up in any significant way in the polls, being stuck at a very far fourth in the rankings and getting at best 7% while the front runners are at a staggering 36% for aquino and 34% for villar. it is bad enough that the two front runners are way ahead of everybody, on top of teodoro is estrada who is in the range of 15% , showing strength at that level and even gaining slightly.
the question that teodoro’s campaign needs to answer is this – for him to win, where will he get the votes from? the weakest of the three front runners, erap estrada is not exactly weak. among the presidentiables, estrada is the candidate that has the most experience and time as an elected government official not to mention he was actually elected president once before. teodoro compared to erap looks puny. if teodoro can’t get pat estrada, how does he expect to get past villar and aquino, the two most popular presidentiables in this campaign?
it is interesting that an article appeared at the PDI yesterday where the teodoro campaign seem to be preparing for what the writer calls a “battle of the bulge” – a last minute, well last few weeks campaign to get teodoro elected. in marketing, it is called a marketing blitz. in a political campaign it’s most likely called a “failed election bid”.
we will be using that article as a pick up point for this post.
The ruling coalition, which enjoys a headlock on 70 percent of local government positions, is pinning its hopes on superior resources and widespread party machinery to swing the tide of battle.
Banking on these advantages, it plans to assert its superiority with carefully synchronized offensives timed at the start of the campaign for local positions on March 26.
this is what party officials call the “political machinery”. it’s supposed to be potent that only the admin/ruling party has a monopoly on. all the party officials, including teodoro are saying that is what will make him win this election. they conveniently forget that in the last senatorial elections, they said the same thing about the potency of THE machinery. the results – almost all the admin/ruling party senatorial best lost in that election while almost all the opposition senatorial bets won the election.
the results of that election was so bad for the admin/ruling party that pichay who spent the most in advertising during that time did not get elected while trillanes who was in jail, unable to campaign and practically had zero advertising money won the election.
the opposition won that election mainly on the basis of the people exercising a protest vote where they elected the opponents of arroyo’s candidates. arroyo at that time was very unpopular and the people have had enough of her so much so that they even said they do not want her candidates to win.
after the election, LAKAS party officials admitted the machinery did not deliver. apparently the local candidates and officials of LAKAS abandoned the admin senatorial candidates when they felt the people were going against them.
the situation then compared to now is about the same – arroyo is unpopular and in fact probably even more unpopular than before. everyone knows teodoro is arroyo’s candidate and based on surveys, voters said they will not elect the candidate that arroyo is endorsing.
we think it’s foolish to rely on the “machinery” to get teodoro elected. the machinery is a myth.
The opening salvo of this make-or-break offensive will be new TV commercials targeting the youth on Monday.
Teodoro’s spokesperson, former Press Secretary Mike Toledo, said the commercials would be aired with frequencies rivaling those of the front-runners, Senators Benigno S. Aquino III of the Liberal Party and Manuel Villar of the Nacionalista Party. Between them, they have spent close to P2 billion, dominating the airwaves, according to the media firm AGB Nielsen.
Teodoro’s ads will zero in on the target segment that the coalition hopes will swing the tide of battle to his side, the youth ranging in age from 18 to 39, who constitute 52 percent of the 50 million voters registered, according to Toledo.
Teodoro has been doing well in mock elections in schools recently. Campaign strategists have selected this key segment to focus on, Toledo says.
political campaigns seem to have a love affair with the youth vote. all of them seem to think that is the key to their success. villar, aquino and villanueva aired tv ads targeting them. but if you look at the movements of villar’s ratings, it is not the ad that targeted the youth that earned him a lot of points, it’s the other ads that he aired.
aquino with his rap tv ad meant for the youth got mixed reviews with people liking it and others throwing up hearing aquino do a rap in the tv ad. they abruptly pulled off that ad. villanueva aired one too but that did not help him either.
teodoro did not seem to learn the lessons the other presidentiables learned – they will air an ad targeting the “youth” on monday. we now think this obsession with youth ad is probably the fault of the admen hired by the campaigns for their ad needs. all of them seem to be saying the same mantra.
maybe teodoro will find the secret weapon in ads for the youth and can get him to win the election. it is good in theory, forgetting for the moment the failures of the other presidentiables, but we think teodoro’s thinking is fatally flawed.
the critical failure in the ad that will be aired on monday for the youth is the demographics definition – “age from 18 to 39“. the age range is too wide and probably covers at least two distinct groups or even three. the psyche, needs and attitudes of the 18 year old, a first time voter is very different from a 25 year old who probably has a young family already to someone who is 30 years old who has a not so young family. for sure a 37 to 39 year old is extremely different from an 18 year old, to a 23 year old and a 30 year old.
it is hard for us to understand and we think it is not possible to have an ad meant for the “youth” that will be effective in convincing this wide and un-alike age grouping of 18 to 35 years old.
the admen who sold the idea to the teodoro campaign spoke badly in thinking that an age range as wide as that is a proper segmentation of the target audience. we do not think you will find any adman who will agree to that kind of segmentation.
target audience definition is the very first critical step in developing an effective tv ad. get the definition wrong, or even weak and the ad fails. it will confuse the creative team as it gives them too wide a range with very dissimilar traits and characteristics.
we await this new ad of teodoro. it is supposed to be a miracle tv ad for him. given the potential flaw of the thinking, it will either be a miracle ad or a miracle dud. we will probably see a WAWAM! on monday.
there is something happening within the LAKAS-KAMPI-CMD political party to which gilbert teodoro belongs to – we are reading noise in the newspapers about several officials of the party openly talking to the press about their discontent and worries on the candidacy of gilbert teodoro. they all seem to be in agreement that teodoro is doing very poorly in this election, that there are things he is doing that is not helping his candidacy and the unsaid words that teodoro is set to lose the 2010 presidential election.
first was senator zubiri’s pronouncement that the opposition is poised to win the 2010 election because teodoro’s campaign never really took off. he also said this:
“People want change. That is the effect of nine years (in power). That is understandable,” he said in Filipino.
that sounds very much like saying the people are very much tired of president arroyo’s administration and the people can’t wait for her to step down for the new president to take over. it also means teodoro is very much associated with arroyo that the people see the prospect of teodoro being president as just a continuation of arroyo’s presidency.
that says the executive committee recognize that teodoro’s campaign is suffering now, unable to get itself out of the bottom in the polls. they are worried of a downward spiral and the emergency meeting is meant to arrest this decline.
just recently, another officer of teodoro’s party has talked to the press also saying teodoro’s advertising campaign, the airplane campaign has failed and is to blame for teodoro’s inability to bring his ratings up from the grave. this officer is LAKAS-KAMPI-CMD vice president prospero pichay.
we find that amusing. pichay ran for senator in the last senatorial election and based on media data, he was the top spender in advertising during that election. as we all know now, pichay lost that election.
we find it ironic that this man who spent the most ad money in the last election but failed to win is making such a comment on teodoro’s tv advertising. it is obvious that not being elected despite being the highest spender in that election means pichay lost the election due to bad advertising. did pichay use his advertising smarts that he ddisplayed in the last election to asssess teodoro’s ad campaign?
we are shocked that these supposed officials of the party are even talking to the press about their misgivings and teodoro’s failures as a presidential candidate. for the sake of teodoro, will they not be better off not talking to the press about these things, keep them hush-hush, hold the meeting and change things. the key there is not talk to the press.
telling these things to the press can be very demoralizing for teodoro’s few supporters to read. we are ssaying they are few based on the poll results where he got at best 5%. teodoro’s supporters already know their candidate is doing poorly in the polls but to read it in the newspapers as said by party officials is a real killer.
we also wonder if the cracks are showing within the ruling party. this is not the first time it has happened. this already happened from the very beginning of the party’s so called process in selecting their standard bearer.
during that time we heard a lot of officers and members of the party openly criticizing party officials for taking a long time to name their standard bearer. there were also loud talks on who they want the party to select as standard bearer and teodoro’s name was not being mentioned during that time.
with all of these happening to gilbert teodoro’s party, we ask the question – with friends and partymates like these, who needs friends and political opponents?
–this is next in The 2010 Presidentiables Blog–