9. Is it … Existing Markets / Voters Existing Products (Old Thoughts & Theory) New Markets / Voters New Products (New Thought) Expansion Age Old Theory / New Voters Diversification Existing Voters / New Thoughts ? New Voters / New Thoughts
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20. Fundamentals Of Buying Informational / Rational Transformational / Emotional High Involvement / I Care Low Involvement / Who Cares
21. Buyer Behavior Sequencing Model Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
22. Identifying The Demographics Who needs to vote Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
23. Identifying The Demographics Do I know, who to vote for Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
24. Identifying The Demographics What are my friends doing Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
25. Identifying The Demographics I vote for xxx Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
26. Identifying The Demographics I’ve stamped it Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
27. Identifying The Demographics Cry / Laugh Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
28. Identifying The Psychographics Social Meetings Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
29. Identifying The Psychographics Social Gatherings / Home / Internet etc. Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
30. Identifying The Psychographics Social / Work / Home Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
31. Identifying The Psychographics In Solitude Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
32. Identifying The Psychographics Booth Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
33. Identifying The Psychographics For the next term Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
34. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
35. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
36. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
37. Identifying The Media Exposure Strategy Mostly late afternoons & evenings / weekends Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
38. Identifying The Media Exposure Strategy Mornings / Afternoon Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
39. Identifying The Media Exposure Strategy For the entire term Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
40. Identifying The Creative Content Frustration / Helplessness Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
41. Identifying The Creative Content Peer Group / Media Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
42. Identifying The Creative Content Peer Group Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
43. Identifying The Creative Content My Mind Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
44. Identifying The Creative Content Stamp It Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
45. Identifying The Creative Content Can’t Expect Anything Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
46. Identifying The Purchase Cycle Time From election to election Time – Sales Cycle Need Arousal Information Search Influencer Decision Usage Who Where When How T Purchase
49. Kapferer’s Brand Identity Prism - IBM All data processing systems Confident Security, Reassurance Big business, Ivy League, East coast, Wall Street Those who take business seriously I am a professional IBM Core Values & Benefits External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
50. Kapferer’s Brand Identity Prism - Apple Microcomputers, Easy access, Graphics Intelligent, Creative, Cool Liberation, Friendly Challenge the establishment, California Young minded, autonomous Self-enhancement Apple Core Values & Benefits External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
51. Congress Is … Old Toothless Elephant Lethargic, Moderate Loyalist Dynasty Nationalist, Socialist Intellectual, Reliable Everything for Everyone External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
59. What Is … DMK, TC Etc.. Do They Have An Identity … Lets Guess xxxx xxxx xxxx xxxx xxxx xxxx Are There Any ? External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
60. And, What Do We Stand For ? Race Horse Clear Objective, Honest, Disciplined Peers Open, Flat, Accountable I do things by the book …. Honestly, ethically, systematically, transparently etc. I am a “professional” Good Governance External Parameters Internal Parameters Sender Receiver Physique Personality Relationship Reflection Culture Self Image
61. Congress BJP (Values) (Mass Appeal) SP / BJP / SS / MNS PPI ? As of Present Date Brand Stature Brand Strength
62. Congress BJP (Values) (Mass Appeal) SP / BJP / SS / MNS PPI ? As Desired Brand Stature Brand Strength
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89. Politics Is Complicated (In the present day) Politics High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
90. Politics Is Complicated (As it ought to be) Politics High Involvement / I Care Low Involvement / Who Cares Informational / Rational Transformational / Emotional
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93. The Media Bubble Continuity Reach Minimum Effective Frequency (MEF) Budget $
94. The Media Bubble - Continuity Continuity Reach Minimum Effective Frequency (MEF) Budget $ How many purchase cycles do I cover
95. The Media Bubble - Reach Minimum Effective Frequency (MEF) Budget $ How much of my target audience do I cover Continuity Reach How many purchase cycles do I cover
96. The Media Bubble - MEF Minimum Effective Frequency (MEF) Budget $ At what level do I advertise / How much do I advertise – during one purchase cycle to obtain my desired results How much of my target audience do I cover Continuity Reach How many purchase cycles do I cover