Political marketing hit Rs. 670 m in July

Friday, 7 August 2020 00:00 - - {{hitsCtrl.values.hits}}

Given the Share of Voice (SOV) in the market place by increasing marketing spend, it will have a direct link to the Share of Mind (SOM) of the target consumer group which in turn drives behaviour change

Dr. Rohantha Athukorala

among consumers that will lead to share of market, the political advertising accounted for 670 million rupees in the month of July said Dr. Rohantha Athukorala, who heads the top South Asian brand perception mapping company via artificial intelligence, Clootrack.

Dr. Athukorala was addressing ‘Insight 2020,’ a national conference organised by the Interact Club of Isipathana College which featured the key influencers of Sri Lanka like Sri Lanka Rugby Captain Omalka Gunaratne and key musicians who have a higher traction in the digital marketplace.

This model works on the premise that the other variables that impact behaviour are somewhat similar in nature such as product attributes, pricing strategies, availability of the product and the background of the company for instance, said the speaker, who has 30,000 plus on LinkedIn and 5,000 plus on FB.

The higher spend on political advertising in July Is a direction in the correct strategy for Sri Lanka, opined the speaker, given that the logic on the democracy ethos is that it is marketing that brings in democracy to a system for two reasons, the first being that the product/service that is offered by a candidate must communicated effectively in a manner so that the consumer is better informed on who best fits their requirement and secondly that every candidate has an equal chance to get this share of voice.

The 2020 insight discussed some of the most contemporary issues in the country and the implications to the country.