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gilbert teodoro airs an epic fail tv ad, a push against surveys and himself. Teodoro has ADS? Sindrome!

April 3, 2010 Leave a comment

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.

top 7 reasons why loren legarda has ADS? Sindrome

January 30, 2009 Leave a comment

senator legarda clearly has the dreaded Ano Daw Sabi? Sindrome. it’s an affliction of those who say things that leaves you wondering what is being said and that is even after you re-read the thing 2 dozen more times. read more about ADS? Sindrome here : http://the-wawam-file.blogspot.com/2008/08/wawam-launches-ano-daw-sabi-ads.html

this is very surprising since loren legarda used to work for abs cbn as one of the main anchors of their top rating news program. she is a reporter, for crying out loud and reporters are supposed to be good in communicating.

here are the top 7 reasons why loren legarda has ADS? Sindrome (in no particular order):

  • Saying that politics must be set aside because of the global financial crisis– from the news article. what is the magic, what is the point and what does it actually do in postponing the “formal” announcement of her candidacy for the presidency? how will it contribute to solving the country’s problems? is the senator thinking she holds the key to solving the country’s problem? or if she formally announces her candidacy, things will go worst, like the country will crumble? since she announced she wont announce, is the philippines in a better shape?
  • Legarda said she would announce her plans months before the deadline for the filing of candidacy, which would be in February 2010.” – from the news article. what if months before the february 2010 deadline when she will formally announce her candidacy, the global financial crisis is still there, will she once again postpone? and if she announces her candidacy just the same, that makes her a traitor to her cause. that makes her a hypocrite. and that also means she will just shoot herself in the foot.
  • “There is a time to be ambitious. This is a time to let go and to truly serve the people,” Legarda said. – from the news article. The candidates who has annnounced their canndidacy are not truly serving the people? is that what she is saying? so when she was going around town telling everyone she is ready to lead, those times are times she is not serving the people.
  •  “I call on our public leaders today to set aside their narrow ambitions, the disease of presidentialitis, the quest for self-glory and self-gratification so that, with God’s help, we can work to overcome the current crisis,” said Legarda. – from the news article.     she will eventually announce her candidacy, so that means she will be guilty of the same thing when she does so. also, it is unlikely the global financial crisis will be solved by february 2010.
  • it is our view that the best time to serve the people is now during this time that the global financial crisis is on-going. and the best way to serve the people is propose plans of action to lessen if not stop the ill-effects of the crisis.   now is the time when we need new ideas that will work. now is the time when we need new leaders to emerge. at the moment, we have the most need for ideas and these presidentiables ought to give us their ideas now to help the country. if any of the presidentiables are able to convince us that theirs is the best idea, he/she is able to convince the administration to implement it and it works, then that presidentiable will be next president of the country and the whole nation will be thankful. now is the time for the presidentiables to show us what they are made of. the country needs them now,  more than ever.
  • towards the last part of the article, legarda talks about the loren-chiz tandem, her competitors noli de castro and manny  villar. she even cites survey results. aren’t those statements politicking? i thought she just said politicking should not be done? but she just did it during the interview itself!
  • and finally, exactly what good will it do to her that loren legarda has announced she will postpone the formal announcement of her candidacy?   what does she think she stands to gain? did she think the people will love her more for it? and exactly what will she do different now that she has postponed the announcement versus if she actually announced it? will she behave differently? how? will she hide? not grant interviews? not go to the press? 

Ano Daw Sabi ni loren legarda???

legarda postpones formal announcement of candidacy for the good of the country – huh? ano daw sabi?

January 29, 2009 Leave a comment

we are printing in full here the news article on legarda “defering the formal announcement of her candidacy for president”. we are doing so because we are confused and will need some time to fully understand exactly what legarda meant and exactly why it’s good for her or the country. 

there is this thing called ADS? Sindrome(Ano Daw  Sabi Sindrome) in WAWAM! and this one fits perfectly into it. please read aboutt ADS? Sindrome here:  http://the-wawam-file.blogspot.com/2008/08/wawam-launches-ano-daw-sabi-ads.html. there are also examples of ADS? Sindrome there.

Legarda defers announcement of 2010 bid
By Thea Alberto
INQUIRER.net
First Posted 14:09:00 01/28/2009

MANILA, Philippines – (UPDATE) Senator Loren Legarda has “postponed” her plan to formally announce her presidential bid in the 2010 elections.

Saying that politics must be set aside because of the global financial crisis, Legarda said she would announce her plans months before the deadline for the filing of candidacy, which would be in February 2010.

“There is a time to be ambitious. This is a time to let go and to truly serve the people,” Legarda said in a speech delivered before the media on her 49th birthday.

Legarda also urged other presidential aspirants to stop politicking to help resolve the crisis that had resulted in massive unemployment.

“I call on our public leaders today to set aside their narrow ambitions, the disease of presidentialitis, the quest for self-glory and self-gratification so that, with God’s help, we can work to overcome the current crisis,” said Legarda.

Legarda however implied that she was postponing only the announcement and not her plan to become the “captain of the ship.”

“Ako ay handa na maglingkod bilang pangulo ng ating matagal nang naghihirap na sambayanan. Ngunit para mamulitika ngayon ay hindi patas at hindi tama para sa mga taong nawawalan ng trabaho [I am ready to serve as President of our long-suffering nation. But to engage in politics now is not fair and not right for those who have lost their jobs],” said Legarda.

She said she was not discounting the possibility of a Legarda-Escudero tandem, especially since surveys have shown that this was a favorable team-up.

“Eventually we will be together and let the numbers speak. The Loren-Chiz is a runaway 40 percent tandem,” said Legarda.

However, when asked if Legarda saw Vice President Noli De Castro a strong opponent in the 2010 polls, she said she was not threatened at all.

As for Senator Manuel Villar, who is also being groomed to run for the top post, Loren said: “Magbasa ka ng numero at numero ang magpapakita kung sino ang gigiba kanino [You read the numbers and the numbers will tell you who will beat who].”

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