Repositioning Presidential Candidates

Repositioning Presidential Candidates

By. Josiah Go

I wrote about the phenomenal come-from-behind win of Makati Mayor Jejomar Binay as Vice President of the Philippines in my book “Fundamentals of Marketing in the Philippine Setting (2nd Edition, with Chiqui Escareal-Go, 2012). His message that he will do to the Philippines what he did in Makati resonated to the public as it positioned him as a public servant with solid track record in public service. A heartbeat away from the presidency, he became the instant man to beat in the 2016 Presidential elections, thanks to his high brand awareness and conversion rate then.

If there is an exception to the first mover advantage, it is in politics, as VP Binay became the subject of alleged corruption charges while performing as Makati Mayor with evidence presented by no less than his former vice mayor and the Commission of Audit (COA). He was also accused of political dynasty when his wife and his son succeeded him as mayor, and his other children winning as senator, congresswoman and councilor. He was branded a traditional politician, ironically something he was fighting for against the Marcos regime decades back.  His first presidential debate in Cagayan de Oro was not impressive to most; his answer to the question about how he inherited his wealth from his parents left more questions, as he has always claimed his parents were poor. On the second presidential debate, he avoided a direct answer when given the chance by Mar Roxas to answer corruption charges he has been avoiding, preferring to state that the court will decide. Of course, cases can only be filed after his term as VP and assuming he will not win the presidency.

With accusations left and right, some of his positive share of mind turned into a negative brand association, with the words “corrupt and liar” as top feedback given by voters who disliked him, including in social media. Left unaddressed, the noise created will affect, and has in fact affected, his voters’ share of heart or believability score, his lower likability upsetting his brand preference score which will further affect his voters’ intent to vote score. The 14.6 million votes he got previously as vice president, may no longer be repeated in 2016 1) if voters will believe corruption accusations against Binay; 2) if voters will demand accountability of the promises made by Binay to be elected as VP; 3) if voters will find more viable candidates like Rody Duterte, Grace Poe, Mar Roxas or Miriam Santiago; 4) if voters start believing the PNoy administration did well and want continuity; 5) if voters will not believe or trust his P30,000 monthly income tax exemption in his new TV ad; or 6) if voters who failed to vote for Mar Roxas in the 2010 election may decide to give him a chance in 2016 remembering that he was defeated with the second-narrowest margin in the history of Philippine election with an electoral protest after he sacrificed his presidential ambition to President Noynoy Aquino (PNoy). Yet Binay remains to be the choice of many Filipinos experiencing poverty, as he always claims that he is from a poor family. They sympathize with Binay, who among all candidates can say that he truly knows what every Filipino need to get out of poverty. If he capitalizes on being the choice of “masang Pilipino”, he might get a huge percentage of votes from that segment of voters.

Note however that while our analysis is based on logic, voters may not be as logical. A review of 2010 Presidential elections revealed that President Erap Estrada who made a comeback almost got reelected if not with the entry of PNoy, who won the presidency based partly on strong positive emotions after the demise of his mother, the well-loved president Cory Aquino. Then, Erap Estrada still got 9.5 million votes, despite being indicted for corruption and pardoned by his successor, President Gloria Macapagal-Arroyo. Erap then returned to public service by getting himself elected no less than the Mayor of Manila, a prestigious position in the government. This recent election result is an indicator that election in the Philippines have not been fought by issues alone but by personalities as well.

Many candidates have pluses and minuses on their side. There seem to be no perfect candidate, even my family members are split among three presidential candidates. Here are some of the top positive words associated with each candidate:

Binay: Makati, Performance
Duterte: Doer, Anti-Crime, Anti-Drugs
Poe: Fresh change, no. 1 senator by virtue of being daughter of actor FPJ
Roxas: Continuity, BPO catalyst, “Disente”
Santiago: Experience, Intelligent

Here are some of the top negative words associated with each candidate. The stigma will be carried with them at least in the first few months of the office assuming they win.

Binay: Corrupt, Political dynasty
Duterte: Morality, Vigilante group
Poe: Lack of experience, once a US citizenship with husband and children still American citizens
Roxas: Issues related to his performance as a cabinet secretary
Santiago: Health issues, BongBong Marcos as her VP

Ultimately, two situations will have to be met: 1) the positive traits should be strong enough to neutralize the negative; and 2) the existence of game-changing strategy that can be created to make voters change their perceptions about each candidate that their negatives may no longer be relevant. For instance, towards the election date, the following examples may happen that can add to the positive traits of the candidates, thereby winning the undecided voters as well as from those without definite commitment to their votes.

Binay: Endorsement of Iglesia ni Cristo reversing a declining base
Duterte: Being a peace maker and adding God-fearing image reversing “vigilante” image, withdrawal and endorsement of Miriam or when a heinous crime (God forbids) is committed that highlights the need for toughness vs. criminals (so long as not in Davao)
Poe: Evidence of strong executive decision reversing inexperience tag
Roxas: Arrival of new MRT trains that can remove traffic congestion in Metro Manila reversing being blamed for traffic woes, or endorsement of credible celebrities and political heavy weights with loyal following, as well as a solid official campaign among workers of the fast-growing BPO industry
Santiago: Sudden burst of energy reversing alleged health issues

Towards the election date, the following hypothetical examples can add to the negative perception of each of the candidates, this time losing the emotional connection of the undecided voters as well as from those without definite commitment to their votes.

Binay: What if the alleged lying or corruption are effectively communicated as to how it has deprived the poor?
Duterte: What if there is abusive human rights violation? or a major crime in Davao?
Poe: What if there is a surge of nationalism? (affecting both Poe, who pledged her loyalty to the US once, and Bongbong Marcos, being a recipient of the ill-gotten wealth of the former President Marcos)
Roxas: What if news about Mar’s personal life has not been ‘Daan Matuwid-like’ comes out? or a major traffic nightmare will occur just before election?
Santiago:  What if she is suddenly hospitalized?

Brand awareness is a function of media weight, including the indispensable social media factors since ownership of smart phones has reached 40% as per Kantar Millward Brown Philippines. The undecided voters will closely listen to what they read and hear in the “advertising copy” in mass media, social media and during debates, the message will not just have to be relevant but memorable.

Remember when candidate Mar Roxas repositioned top three candidates Binay, Duterte and Poe during the first presidential debate? Mar Roxas reclassified Makati into two: the rich Makati developed by the Ayalas and the poor Makati governed by the Binays; Roxas also repositioned Duterte’s Davao as a source of drugs and in his opening remark, used hiring of family driver as an example: not to hire those with corrupt cases (Binay), short-tempered (Duterte) or inexperience (Poe). This is an example of repositioning competition. To narrow the gap between him and those scoring higher than him, he had to logically create doubts and change the minds of the voters of his opponents.  Of course, he was criticized for bringing down his opponents, which appeared to be a deliberate and calculated move, hoping more undecided voters will take it in his favor than against him. To be fair, it is not just Mar Roxas repositioned opponents but fellow candidates as well, citing Roxas record as DOTC and DILG secretary and the one tasked by president Pinoy to be in charge of Yolanda typhoon victims and the Zamboanga seige, accusations he straightened out during the second presidential debate where he introduced the word ‘disente’ or having a respectable, moral fiber as a must-have characteristic of a president.
Here is another factor to consider. Millennials, composed of 35 million people in the Philippines, are more open to consider possibilities and take a chance at change with leaders who can capture their imagination.  You will be surprised at their ability to take risk! This segment may end up deciding who the next president and vice president will be, after all, they will have a bigger and longer stake who the next leader will be. Candidates are imperfect and they have to choose whoever is the ‘least of all evils’ so to speak.

Candidates have been repositioning each other so will the voters settle for an ‘inexperience’ but fresh leader, a ‘vigilante’ straight talking leader, a performing but alleged ‘corrupt’ leader, a decent leader accused of being pretentious by some or even a sick leader absent in the second debate? Who do you think the millennials will ultimately vote for?

Josiah L. Go was awarded as one of The Outstanding Young Men (TOYM) of the Philippines for 2001 and one of the Ten Outstanding Young Persons (TOYP) of the world for 2002 by Jaycees International for (business education).
An author of 10 bestselling marketing books, he won the AGORA Award for excellence in Marketing Education in 1994. A former adjunct marketing professor at the De La Salle University and the Ateneo de Manila University, he took advance marketing programs at the Kellogg Graduate School of Northwestern University and the Wharton Business School at the University of Pennsylvania and is the first and only Filipino to complete Blue Ocean Strategy qualification course in INSEAD, France in 2006. 

He is a much sought after speaker and consultant in marketing. He has conducted over 450 in-house and public seminars to diverse clientele like Panasonic, URC, Monde Nissin, San Miguel Foods, Unilab, Globe Telecom, Splash Corporation, PLDT, Smart Telecommunication, Security Bank, HBC. Innove Communications, Bristol-Myers Squibb, Unilever Philippines and Sanofi-Aventis, among others.

The Eat Bulaga Plateau and How They Can get Out of It

Background:

In July 2015, after 36 years in Philippine showbiz, Eat Bulaga ‘reinvented’ their TV show with the Aldub segment. Based on data provided by Kantar Media Philippines, Eat Bulaga was able to more than double the number of household viewers. From a base of 2.5 million households last July 2015, it went up to 6.2 million on October 24, 2015, with the additional 3.7 million households watching on Saturdays (the highest for the week). These are mostly new viewers from the unserved market, and this excludes people watching via appliance stores or neighborhood, as well as overseas Filipino workers.

There are about 20 million total households in the Philippines. With some 15.5 million households owning a TV set, the market potential for noontime TV show viewers is still relatively high as not everybody is watching TV during noontime.

History Flasback:

The last major brand that was able to almost double their number of followers within a 3-month period in the Philippines was Pepsi in 1992. Unfortunately, Pepsi wasn’t able to sustain their efforts, having been affected by human error. This led to the infamous 349 crisis. They could’ve gained more if they extended their Pepsi Number Fever promotions. Coke got lucky as Pepsi sustained a self-inflicted injury.

Back track even further to 1977 and 1978, way before Eat Bulaga was born – John Travolta was the next big thing in Hollywood, starring in now-iconic musicals such as ‘Saturday Night Fever’ and ‘Grease’. He was certainly a cut above the rest as he did more than just the typical Hollywood roles. When he branched out from his usual image and repositioned himself to do other roles, his movies ended up becoming financial disasters. It actually took him 16 years to be considered “cool” again, thanks to 1994’s ‘Pulp Fiction’. He was finally able to garner attention again, for a role that reminded people of who he was in his two early hit movies.

When success is phenomenal, brands and the people behind them may develop over confidence. There is a tendency to feel powerful and unbeatable, until a blunder or a roadblock happens and forces them to zoom out and look objectively from a different perspective. At the moment, people may still be gaga over Aldub, but marketing history (examples cited above) will reveal that they are not entirely invincible. Let me elaborate.

AlDub Decoded

Two past articles published by myself hypothesized that new viewers were mainly responsible for the rejuvenated Eat Bulaga that we are enjoying now. They were attracted because the show not just added the Aldub love team (albeit accidentally) within the ‘Juan for All, All for Juan’ segment, but values were also injected within the show via Lola Nidora’s antics. Eat Bulaga had defacto repositioned itself as an “entertainment + values” fusion category that became distinguishable from the purely noontime entertainment formula that other networks have been doing. Aldub attracted family-oriented households that felt like they shared the same values and sense of humor as Yaya Dub and Lola Nidora. It wasn’t hard to like because the segment showed familiar themes in Filipino culture. #SaTamangPanahon was popularized when Lola Nidora shared the importance of waiting for the right time to take the next steps in a relationship. It was a sure hook for households who wanted to stress the concept of proper “panliligaw”, something that is not so common in this day and age.

The many values of the Aldub segment not only differentiated Eat Bulaga from its peers, but more importantly, provided relevance versus pain points expressed by noncustomers — instead of going with the same deprecating humor demonstrated by other shows, Eat Bulaga went the opposite route and became a positive icon, beyond the usual ‘saya’ and ‘kilig.’ (Interestingly, Eat Bulaga also went the ‘trash talk’ route once and some of the hosts were even accused of more controversial issues. Imagine this case study as a 360 degree transformation.)

Data Review

A review of the latest total number of viewers watching Eat Bulaga, as audited by Kantar Media Philippines in November and December 2015 is disturbing, with a rapidly declining base of viewers. From a peak of 6.2 million households viewing last October 24, 2015, when Maine Mendoza, one-half of the Aldub love team, wished ‘sana di kayo magsawa,’ the number has deteriorated rapidly to only 4 million households viewing after a month on Nov 28, 2015; 3.5 million on Dec 6, 2015; 3.3 million on December 19, 2015 and finally at 2.65 million households viewing on Dec. 26, 2015. Eat Bulaga practically lost all incremental customers they gained, losing 3.55 million viewing households in two months while gaining only a measly 150,000 extra fans, despite the numerous product endorsements that aired during the same period.

Critical Changes

Most followers of Eat Bulaga may remember the two critical events that possibly explain the deterioration in the number of viewers — Maine Mendoza, then better known as Yaya Dub for her initial role as a caregiver (yaya) doing dubsmash, already met Alden Richards in their much publicized event of Oct 24 in the Philippine Arena. Prior to this event, Lola Nidora hindered them from meeting. Secondly, instead of doing only Dubsmash which she was originally known for before joining Eat Bulaga, Maine Mendoza stopped being mysterious, and is now using her own voice. She was transformed from an underdog, girl-next-door caregiver Yaya Dub to a more glamorous up-and-coming talent Maine Mendoza, the love interest of Alden Richards.

Aldub is still a formidable team to the segment they attract. They helped the ‘Pa Bebe Love: #Kilig Pa More’ movie to not just become a hit during the 41st Metro Manila Film Festival (MMFF), but also get the biggest opening day gross for all Filipino films. Even the movie title was named after the famous ‘Pabebe Wave’ popularized by Yaya Dub during one of the earlier episodes.

Perspectives:
‘Pabebe Wave’ was a limited run movie in Eastwood, a likely hangout of one of the show’s new viewers. The author watched it in the early evening of Dec. 29, 2015, their 5th showing day, and noticed how the cinema was far from full, and actually very quiet throughout the duration of the movie (except for a few parts).

From the point of view of loyal fans, they will continue to be passionate as themselves / “Aldubnation”. However, from the perspective of new viewers attracted to the fusion category, making them stay will be difficult for they are still longing for the same drama as the highly quoted #SaTamangPanahon. At best, some may still remain as occasional viewers, who sadly, can also turn into lapsed, burnt-out customers.

Most new viewers who originally got into Eat Bulaga because of the fusion category/concept may not exactly be attracted to seeing selected people from a barangay getting prizes from advertisers and sponsors. This was a formula that was done by Eat Bulaga even before the Aldub love team was concocted. Perhaps it was the reason why these new viewers never watched Eat Bulaga in the first place. They may not be attracted to senatoriable Tito Sotto engaging the recipients of these prizes. They may not be attracted to Maine co-hosting part of the show or performing a character where she is not a role model or Dubsmash talent/comedian. They may not be interested in the number of “#weeksary” tweets, even if another tweet record can be established. They may not be interested in the number of likes and shares in Facebook. All these things simply please the existing fans. The new viewers may fall out of the fad because they’ll eventually realize that they became new customers mostly due to a different value proposition, which is now not as strong as before.

In recent episodes, Lola Nidora is seen trying to revert back to their older entertainment + values formula, but it seems like the focus is not entirely there yet. Perhaps an increased consistent effort and commitment will bring back lapsed and non-customers.

Lessons:

At least eight lessons can be learned about the sustainability of market-driving innovation in service, formerly seen in Eat Bulaga. As mentioned above, the numbers have switched — from at peak viewing households of 6.2 million to only 2.6 million. These lessons are:

1. Distinguish market-driven strategy versus market-driving strategy, the former responding to the needs of the existing customers while the latter shaping the needs of new customers. These two types of marketing strategy are not mutually exclusive and can happen at the same time. Embracing true learnings on why an accidental success is key in order not to keep losing millions of household viewers who tried watching but are no longer interested to continue watching Eat Bulaga.

2. New customers are attracted to new features (i.e. Explicit emphasis on forgotten values (like #SaTamangPanahon), role model, unpredictability, etc.) of an offer and will be lost if the priority features they got attracted to in the first place will cease to exist. Over a period of time, these motivators become satisfiers. The problem with that is that it may become a dissatisfier if you remove or change it. New customers, one of the nine different types of noncustomers, tend to behave differently compared to loyal and screaming fans who are less sensitive to changes.


3. Understand different goals. For market-driving strategy, it’s acquisition and market penetration as reflected in the number of new viewers, while for market-driven strategy, it’s satisfaction and loyalty as reflected in comparative ratings. Never fall in love with ratings (market share) alone where a superior rating can still be attained while bleeding millions of new viewers as in the case of Eat Bulaga.

4. Dialogue partners are key. In market-driven strategy, it’s the loyal fans. In market-driving strategy, it’s the noncustomers. This is a usual culprit when brand owners listen to existing customers and assume that what satisfies loyal and screaming fans will also be valid for noncustomers.

5. Market-driving strategy’s first of seven principles — that being better is the enemy of being different. Eat Bulaga has attracted noncustomers by being different and being non-traditional. As the voice of the screaming fans went up, they became more traditional, addicted to market-driven metrics (ratings, number of tweets, number of likes) instead of market penetration and values shared or quoted in market-driving strategy (read two articles ‘Marketing and Strategy Lessons From Eat Bulaga’s Aldub‘ and ‘The Market-Driving Strategy of #Aldub‘)

6. Innovation is about two elements — offering something new but being commercially successfully. Success is about sustainability, the stickiness factor — making people try, retry, and repeat their behavior until it becomes part of their lives. To make Maine Mendoza co-host or do out of character roles at Eat Bulaga is not being different, and for now, not even being better, beyond her new found popularity. Aldub will just become another love team if this keeps up. Unless Eat Bulaga acknowledges the white space in the fusion category of entertainment plus values, they will end up trying to be unique in the same way as competitors instead of being unique in a unique way, a fusion category of their own.

7. Adopt different lenses in marketing – market-driven vs. market-driving, growth marketing vs. defensive marketing, the latter should be anticipated as alert and progressive competitors may decide to pick up the white space abandoned by the innovator. Imagine that ABS-CBN has more resources and a greater market reach and they may fill in the values void within a new segment, after all over 3 million lapsed viewers will be hard to ignore as market potential, learning from three successive incorrect responses (three top love teams guesting, Coliseum event, Pastillas Girl) catering to needs of existing viewers instead of new viewers. Who knows, TV 5 may just get a headquarter mandate to jump in and tap the synergies of their sister companies in media, telecom and related businesses.

8. The right vision makes the difference. No doubt making fans happy is important, ensuring that the show is a stress reliever is a given but having dual vision entails humility to learn and a innovator’s paradigm — sharing more weekly forgotten values explicitly like #SaTamangPanahon to a country where close to half of its households have no parents at home because they are working elsewhere entails not just wanting commercial success but making a difference. A TV show, like or unlike Eat Bulaga, can be so powerful and effective to have the ability to address social issues and influence the mindsets and behavior of its citizens via entertainment. That’s the most exciting market-driving strategy in show business, a true fusion of entertainment and values. Di lang saya at kilig, but Saya, Kilig at Laman!

(For Josiah Go’s seminars in Market-Driving Strategy or Business Model Innovation, please visit www.mansmith.net)

Source: http://josiahgo.com/the-eat-bulaga-plateau-and-how-they-can-get-out-of-it/

Media Outlook 2016: Redefining Television

Mr. Gab Buluran of Kantar Media Philippines presented the Media Outlook for 2016 with regards to TV, Radio and Print.

Gab Buluran disclosed that traditional media is challenged by the trends toward On-Demand and the switch from Primetime to My-Time. This was the result of the  evolution of media and technology wherein one is no longer time-bound by the schedules released and provided by traditional media. This will also lead to the changing of the structure of media costs.

With statistics that show that there is indeed a generational difference with regards to the need for traditional TV. These are the following:

Ages 65 and up miss TV while those that belong to the 16 – 34 would rather forego of their TV than their mobile smart phones and gadgets. In a marketing point of view, the 16 – 34 year old segment is the demographic sweet spot since it is composed of the largest segment of the market.

Another disruptive event in traditional media is the  AlDub phenomena that occurred in the 2nd half of 2015. It has crossed media platforms from TV to print and even social media. These are supported by the incredible numbers it generated in Facebook and Twitter. The AlDub was also a showcase in realtime communications and feedback and showed the Twitter and TV correlation that was the product of AlDub.    

This is the outlook for 2016:

Advertising expenditures will continue to rise since TV has found it has competition in digital media but both are also complementary with each other. AlDub showed that content and adaptability as a key was attained by TV and this is the next step for media in 2016.

One factor to watch out for in 2016 is that it is an election year and that all forms of media will be harnessed in this political exercise.

Media Outlook for 2016 to be held at Fairmont Makati, Dec. 15

2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPIC PRESENTATIONS

I. Redefining Television by Gabriel V. Buluran, General Manager, Kantar Media Philippines

1. Redefining Television
2. Advertising Spend and Ratings in Radio and Print
3. The Audience Measurement Evolution
4. Advertising In An Evolved Environment

II. The Outlook for OOH by Lloyd Tronco, Executive Director, PhilCourse

1. Current OOH business landscape
2. Estimate of OOH’s reach
3. OOH Adspend
4. Who consumes OOH? (Are millennials attracted to Outdoor?)
5. Popular OOH executions used in 2015
6. Integrating OOH with Digital
 
III. 2016 Media Insights Study Highlights by Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

1. The Millennial Pinoy
2. Popular Touch Points
3. The digital landscape (Online and Mobile)
4. 2016 Outlook and impact on the Elections

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


----
The Resource Speaker and Experts:

1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.

2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.

3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.

Grace Poe Employs TV Broadcast Technology To Send Birthday Greeting To The Other Side

Seen yesterday on terrestrial TV.  

Grace Poe Employs TV Broadcast Technology To Send Birthday Greeting To The Other Side.

The Outlook for Philippine Media 2015

MEDIA OUTLOOK 2015
December 16, 2014, Tuesday, 1:30-5:00PM
Fairmont Hotel, Makati Avenue, Makati City

2015 will be an interesting year for the media industry in the Philippines as the ASEAN integration and pre-2016 election fever takes center stage among other developments.

The Media Outlook 2015 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed - ‘Will TV continue to be the dominant consumer touch point?’ ‘What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?’

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPICS

1. TV Ratings and Radio Ratings by Gabriel V. Buluran, General Manager of Kantar Media Philippines

I. The state of TV viewing in the Philippines
a. Urban vs Rural viewing
b. Top channels
c. Top Genres
d. Twitter and TV viewing

II. Kantar and KBP radio ratings data
a. Radio listening trends across the country
b. Popular stations
c. Popular genres
d. Impact of mobile technology on listening habits

III. Advertising Expenditure information
a. Value of Philippine advertising in 2014
b. Prospects for 2015
c. Top advertisers
d. Top categories

2. The Outlook for OOH by Mr. Lloyd Tronco, Executive Director of PhilCourse

I. Latest audience measurement information
a. Estimate of OOH’s reach
b. Profile of consumers exposed to OOH
c. Popular OOH executions
d. Latest OOH advertising figures
e. Forecast for 2015

3. Results of the recently completed National Urban Media Insights Study by Jay Bautista, General Manager of Strategic Consumer and Media Incites, Inc.

a. Popular touch points for Filipinos
b. Latest online trend
c. Latest mobile trend
d. Digital and Traditional media (competition vs collaboration)

Discounts and Payment Scheme

PHP 4,000 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/ Students/ Government

LEARN MORE:  www.fmi.com.ph

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in advertising and marketing.

For Sponsorship and Registration

Call: +632 – 896 0639, 896 0637

Fax: +632-890-2101, 896 0637
Email: norelyn@fmi.com.ph
Visit website: www.fmi.com.ph