Are you a legislative or executive candidate? Your basic need is to raise your popularity and status. Money is not everything to get big support in political campaign. Every candidate confident as a potential leader. The people who closest to you will be brave to support you because of this reasons. In a sense, those people also confident to win this competition in democracy environment without funding and any other political supports. This is because people believe that the quality of individual is social assets of you. People has been waiting for such of these. The problem is to what extent people know you and your potency?
Usually, legislative and executive candidate think that merely mass media (television) will raise their image. Therefore, they spend a lot of money to be advertised in conventional/traditional media. In other words, they have wasteful for only ad yet unclear the segment.
You and your constituents might realize that using advertising for local supporting in various national or local media is compulsion only. We understand it because there is no any Indonesian mass media in which has political campaign market segmentation.
Radio has limitation because the change of information consumption. Local TV, if any, often be ignored because the lack of quality rather than TV. Meanwhile print media, newspaper, magazines and tabloid penetrate in Java area only 1:1000 ratios. It means that only one person (compare to 999 people) could recognize you as a candidate because they read news. The candidate’s habit in this campaign period is collecting news and Ad those put in newspaper then to print in photocopy format. It seems like to be effective ways but it is not creative and unattractive. The photocopy cost is more expensive than printed because photocopy duplicate until thousands.
The Principles of campaign is mass dominating. The keyword is popularity must be raised with many packaging and good opinion, that is, to lift issues that the people need. So, how to improve personal quality and popularity could be reached in limited media? The best solution to answer this question is to make our own media ourselves.
This is a keyword we must receive without exception. Making tabloid or newspaper with 16 pages will spend a lot of budget. Hence, making bulletin with only 2 pages and maximum 12 pages is the most effective way and low price as well as we can determine our segment. Image through conventional media like newspaper, magazines, tabloid, TV and radio should be ran, although we have to pay attention the importance of mini bulletin with various packaging to distribute until minimum 50 % from the number of head of households those who your participants.
