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Political campaign vs advertising campaign
- 1. TOPIC :- Is Different or Similar a Political Campaign to an Advertising Campaign. How? Faculty of Visual ArtsDepartment of Applied Arts MFA Final, Semester 3rd Enrollment no. 363147 Presented by- Pragya GulateeSupervisor- Dr. Manish Arora Professor, Department of Applied Arts. Year 2019-2020 1 Prof. Hiralal Prajapati H.O.D, Department of Applied Arts Seminar Presentation
- 3. 01 02 03 04 Understanding what is Political campaign advertising and Commercial Advertising (differences and similarities) Use of Visuals, Images, symbols and propaganda techniques in the campaign advertising How the use of media differs from each other in the campaigns. Their respective objectives to achieve the desired goals. And its comparison. Objectives Through this presentation, we will understand about the various topics that have been covered. Whether the similarities or the differences between the two sections. 3
- 5. 5 PROPAGANDA ? Information, especially of a biased or misleading nature, used to promote a political cause or point of view. Propaganda, dissemination of information- facts, arguments, rumors, half-truths, or lies- to influence public opinion. Propaganda is the spreading of information in support of a cause. ... The word propaganda is often used in a negative sense, especially for politicians who make false claims to get elected or spread rumors to get their way. In fact, any campaign that is used to persuade can be called propaganda.
- 6. 6 BJPâs propagandaThe 2014 Modi pre-election campaign was inspired by the 2012 campaign to elect Barack Obama as the âworldâs first Facebook President.â Some of the managers of the Modi campaign like Jain were apparently inspired by Sasha Issenbergâs book on the topic, The Victory Lab: The Secret Science of Winning Campaigns. In the first data-led election in India in 2014, information was collected from every possible source to not just micro-target users but also fine-tune messages praising and âmythologisingâ Modi as the Great Leader who would usher in acche din for the country.
- 7. 7 KFCâs propagandaKFC India has taken an offbeat marketing route and unveiled the wax statue of its âOriginal Celebrity Burger.â âOur burger is not less than a celebrity,â said Moksh Chopra, Chief Marketing Officer, KFC India. âWe didnât want to just put an advertisement about the product, we thought of doing something unique, which nobody has touched upon. Itâs important to be creative and innovative in todayâs time to grab the attention of millennialsâ. The installed wax burger is '1.5 times bigger' than the edible one.
- 9. A political campaign is an organized effort which seeks to influence the decision making progress within a specific group. POLITICAL CAMPAIGN An advertising campaign is an organized course of action to promote a product or service. ADVERTISING CAMPAIGN Definition POLITICAL CAMPAIGN VS ADVERTISING CAMPAIGN 9
- 10. CASE STUDY 10
- 11. ABOUT BJP Bharatiya Janta Party in itâs campaign for the 2014 Indian General election chose itâs slogan as âAche din aane wale hainâ. âGood days are comingâ and âAbki baar modi Sarkarâ. The slogan was coined by BJPâs Prime Ministerial candidate Narendra Modi with the intention of conveying that a prosperous future was in store for India if the BJP came into power. The Bharatiya Janta Party is one of the two leading political parties in India 01. About Seeking victory in 2014 Parliamentary election 02. Challenge The campaign with catchy slogans flooded city billboards, newspapers, television commercials and other platforms 03. Execution The campaign follows a successful campaign in 2014, where the BJP won a majority of seats in Lok Sabha. 04. Result 11
- 12. About KFC Kentucky Fried Chicken, popularly known as KFC, is a fast food restaurant chain that is known for its fried chicken. The first KFC outlet in India was opened in Bangalore in June 1995 and from 30 outlets, the number has grown to 296 today. Fast food chain company entered India in June, 1995 01. About Promotion of their products. The Asli Burger. Raho asli, raho proud! #abmeribaari KFC India aims to provide 20 million meals for underprivileged children by 2020. #addhope 02. Challenge Jingles, creative ads on youtube and other social media platforms. 03. Execution 12
- 14. 1. The Candidate standing for the election is the Product. Here, Mr. Narendra Modi is the Product. 1. The commodity produced by the company is the Product. In this case, KFCâs Fried chicken is the main product. Comparison Political Campaign vs Advertising Campaign PRODUCT 1.
- 15. 2. A ONE-DAY sale (election day) date is predetermined 2. A throughout the year sale is aimed. Comparison Political Campaign vs Advertising Campaign SALE 2.
- 16. 3. The Monetary price is Zero. 3. The amount of liquid funds that a product & service costs a consumer to buy the product. (MRP) Comparison Political Campaign vs Advertising Campaign PRICE 3.
- 17. 4. Far more competitive/ antagonistic environment than any other products. 4. Lesser competitive as compared to the political campaigns. Comparison Political Campaign vs Advertising Campaign COMPETION 4.
- 18. Inform about the product Convince them to buy the product Make your product available to the customer Why you are advertising and what are you advertising ?Reasons to refer to the objective of advertising campaign. The objective of an advertising campaign is to⌠1. 2. 3. 18
- 20. IS SIMILAR OR DIFFERENT. HOW? Here we will discuss about the similarities & differences of an advertising campaign. The aim of advertising is to attract attention and generate sales. Boost the launch of a product and make the difference between success and failure. Every campaign must deliver a message to the consumer. STAR T 0301 0402 Identifying the Target market/audience Budget/Price U S P Unique Selling Point Media Selection 20
- 21. END0806 05 07 The Language Timing & Duration Visual & the Copy Effects on SALE 21 IS SIMILAR OR DIFFERENT. HOW?
- 22. Young, urban, middle class, skilled, persuasive targeting Upper and middle class and youth 1.Target Market 22
- 23. Modi-centric campaign, resonance among middle class urban India. 100% Real chicken for everyone. Original recipe fried chicken. 2. USP 23
- 24. 3. Budget/Pricing 24 ⢠In India, expenditure on advertisement is growing 10% annually since 2013. During the election time it may multiply up to 200%. 2014 general elections was the turning point. Now no political party can afford to overlook the importance of advertisement in political battlefield. For ad agencies, politics is a new potential market. ⢠On this front, ruling party BJP was miles ahead of its rivals.
- 25. Budget/Pricing 25 ⢠Advertising agencies Soho Square, Ogilvy and Mather, and media buying agency Madison World helped Narendra Modiâs Bharatiya Janata Party (BJP) sweep to power in the 2014 Lok Sabha elections with the biggest election victory in 30 year. ⢠The creative backbone of the partyâs campaign was Piyush Pandey, executive chairman and creative director for South Asia at Ogilvy and Mather.
- 26. ⢠As per the Election Commission, a total of Rs 714.28 crores ($115 million) were spent on 2014 elections by BJP alone. This is about Rs 200 crores ($32 million) more than Congressâ expenditure during 2014 polls. It was obviously an expensive campaign but at the same time, it did achieve its desired targets. DID YOU KNOW? https://www.researchgate.net/publication/332332065_POLITICAL_ADVERTING_IN_INDIA
- 27. 3.Budget/Pricin g 27 ⢠KFC has increased its marketing spends on the digital medium. In the last few years, there have been 2-3 times increase in the digital spends. However, TV is still the biggest medium and digital is next to it. KFC takes competition head-on, launches aggressive marketing campaigns ⢠For KFC, TV will continue to be primary medium to reach consumers.
- 28. 28 4. Media Selection⢠Billboards ⢠Print Media(newspapers, Magazines, pamphlets, leaflets) ⢠Social Media( Twitter, Facebook, Instagram, YouTube) ⢠Via Text messages ⢠Radio Advertisements ⢠TV advertisements ⢠Canvassing( door-to-door) ⢠Public Appearances (road show, Rally) ⢠Mobile Apps ⢠Brand formation( Merchandise) ⢠Billboards ⢠Print Media(newspapers, Magazines, pamphlets, leaflets) ⢠Social Media( Twitter, Facebook, Instagram, YouTube) ⢠Via Text messages ⢠TV advertisements ⢠Mobile Apps ⢠Brand formation( Merchandise)
- 30. ⢠Print Media 30 Newspapers, pamphlets, posters, leaflets, magazine ad
- 36. Hindi(primarily), English, regional language. English(primarily), Hindi and regional language. 5. The Language 36
- 37. Simple bold fonts, brand colours , orange & green, candidates photo Exaggerated, different creative fonts, offers, unreal 6. Visual & The Copy 37
- 38. 4-6 months prior to the day of the election Throughout the year with different offers for a better sale. 7. Timing & Duration 38
- 39. #abkibaarmodisak ar #harharmodigharg harmodi Ache din aane waale hain. The Asli Burger. Raho asli, raho proud! #abmeribaari 8. Slogans 39
- 40. 01 02 03 04 Both the campaigns have different objectives to achieve success The motive behind their visuals vary. The political campaign have more of bold texts and body copy There USPâs are different. One is a person and another is a Product. One campaigns runs for the just one day sale( election day) whereas the other runs for throughout the year sale. Conclusion After seeing the entire presentation it is clear that how A Political Campaign differs from that of an Advertising campaign. 40
- 41. 41 Conclusion After seeing the presentation, we can say that, both the campaigns have made an enormous growth and changes in their planning and execution of the campaigns in the current years. The Political campaigns earlier lacked aesthetic sense, as compared to the Commercial advertising. However, with the changing era, and the urge to stand out, we can say that the Political campaigns have also started to adapt to the styles of an commercial campaigns.