Everything you've wanted to know about RP politics, but were afraid to ask.

Advertising for the leading candidates

Posted by akosistella on March 9, 2010

In my many years of involvement in developing the advertising campaigns of the various brands of possibly the two biggest consumer goods companies in the world I came to know the basic principles of good advertising. The first is that the advertisement must be consumer-oriented, meaning that it must offer the consumer a benefit. It must answer the consumer’s question “what’s in it [the product] for me?”

It must also concentrate on the benefit most important to the consumer. It must be competitive in that it must claim superiority over competitive brands. The message must be clear and the claim credible. It must also exploit to the hilt the medium in which the advertisement is placed.

Applied in political advertising, the advertisement must be voter-oriented. It must answer the voter’s question “what benefit can this candidate bring about?” The benefit promised has to satisfy the greatest need of the greatest number of voters. The candidate must say that he or she is in the best position to deliver the benefit, if not the only one. And of course the message should be clear to all voters.

Click Oscar Lagman Jr..

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