Pacquiao is country’s top product endorser
SOURCE: PDI
MANILA, Philippines—Don’t wonder if international boxing sensation Manny Pacquiao's face is all over the place, endorsing a wide range of products from ice cream to motorcycles, hamburgers and pain killers.
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SOURCE: PDI
MANILA, Philippines—Don’t wonder if international boxing sensation Manny Pacquiao's face is all over the place, endorsing a wide range of products from ice cream to motorcycles, hamburgers and pain killers.
That's because he is considered the country's most influential celebrity endorser for two years in a row, according to the latest market survey by leading research firm Synergy Business Consultancy.
Close to 1 of 2 Filipinos surveyed declared him a credible endorser. And with about 7 of 10 Filipinos saying they buy a product or service because of a celebrity endorser, Pacquiao has indeed become a potent marketing force.
Next to Pacquiao is Vicky Belo, whose credibility rose 7 percent this year, partly due to her figuring in the high-profile sex video tape controversy that involved her boyfriend Hayden Kho and movie star Katrina Halili.
According to Germaine Reyes, managing director of Synergy, it pays to be the aggrieved party when involved in a controversy.
Such is the case with Vicky Belo and showbiz personality Kris Aquino, who landed on the list of top 10 product endorsers this year, with 15 percent of respondents believing the host as an endorser. She was not on the list last year.
"Much as a celebrity figured in a controversy, it seems that credibility to endorse may in fact be a good boost if he or she is considered the underdog. This is a very Filipino trait that we observe in our country," said Reyes in a statement.
This also partly explains the drop in the ranking this year of Aquino's estranged husband, James Yap. Last year, 22 percent of the respondents considered him a credible endorser. This year, it's down to 15 percent.
The respondents covered by the survey consisted of 1,000 males and females, aged 15-60 years, from all socio-economic classes in Metro Manila. The study was conducted from September to October.
Binibining Pilipinas Universe Venus Raj, who was the fourth runner-up in this year's Miss Universe contest, figured on the top 10 list for the first time, with 29 percent of respondents saying she was a credible endorser.
According to the survey, telenovelas proved to be a strong factor for building a credible endorser, as Angel Locsin, Gretchen Barretto, Angel Aquino, Derek Ramsay and Cristine Reyes captured people's attention this year. So did Senator Bong Revilla Jr.
This does not count the actors and actresses' role in the telenovela as even villains shared the limelight this year, the study showed.
Also enjoying improved celebrity status this year are broadcaster Ted Failon, Gretchen Barretto and broadcast personalities Julius Babao and Kristine Bersola-Babao.
Meanwhile, topping the list of celebrities whose selling power diminished this year is actress Marian Rivera, who fell out of the top 10 list from her fourth-place ranking last year. Also falling out of favor were Melanie Marquez and broadcast personality Korina Sanchez.
Actress Ruffa Gutierrez also went down the rankings this year, although she remains among the top 10 endorsers. Sharing her fate are broadcast anchor Mel Tiangco, dermatologists Dr. Pie and Manny Calayan and television personality Mike Enriquez.
The study notes, however, that celebrities do not have that much of an influence on purchasing decisions involving personal-care products and services.
The study says that only 31 percent of respondents believe that celebrities, socialites or models make effective endorsers. Common people who have experienced using the product hold more credibility to endorse the brand than celebrities.
Ultimately, products or services that are "recommended by professionals" and "clinically proven or dermatologically tested" prove most effective in endorsing personal-care products and services.
"In the case of personal care, other credible tests, personalities or professionals, or fora can have more convincing power. It is thus necessary to understand how well suited it is to use celebrity endorsers in the context of the given product category, the category development and how established the brand is in that category," Reyes said.
Close to 1 of 2 Filipinos surveyed declared him a credible endorser. And with about 7 of 10 Filipinos saying they buy a product or service because of a celebrity endorser, Pacquiao has indeed become a potent marketing force.
Next to Pacquiao is Vicky Belo, whose credibility rose 7 percent this year, partly due to her figuring in the high-profile sex video tape controversy that involved her boyfriend Hayden Kho and movie star Katrina Halili.
According to Germaine Reyes, managing director of Synergy, it pays to be the aggrieved party when involved in a controversy.
Such is the case with Vicky Belo and showbiz personality Kris Aquino, who landed on the list of top 10 product endorsers this year, with 15 percent of respondents believing the host as an endorser. She was not on the list last year.
"Much as a celebrity figured in a controversy, it seems that credibility to endorse may in fact be a good boost if he or she is considered the underdog. This is a very Filipino trait that we observe in our country," said Reyes in a statement.
This also partly explains the drop in the ranking this year of Aquino's estranged husband, James Yap. Last year, 22 percent of the respondents considered him a credible endorser. This year, it's down to 15 percent.
The respondents covered by the survey consisted of 1,000 males and females, aged 15-60 years, from all socio-economic classes in Metro Manila. The study was conducted from September to October.
Binibining Pilipinas Universe Venus Raj, who was the fourth runner-up in this year's Miss Universe contest, figured on the top 10 list for the first time, with 29 percent of respondents saying she was a credible endorser.
According to the survey, telenovelas proved to be a strong factor for building a credible endorser, as Angel Locsin, Gretchen Barretto, Angel Aquino, Derek Ramsay and Cristine Reyes captured people's attention this year. So did Senator Bong Revilla Jr.
This does not count the actors and actresses' role in the telenovela as even villains shared the limelight this year, the study showed.
Also enjoying improved celebrity status this year are broadcaster Ted Failon, Gretchen Barretto and broadcast personalities Julius Babao and Kristine Bersola-Babao.
Meanwhile, topping the list of celebrities whose selling power diminished this year is actress Marian Rivera, who fell out of the top 10 list from her fourth-place ranking last year. Also falling out of favor were Melanie Marquez and broadcast personality Korina Sanchez.
Actress Ruffa Gutierrez also went down the rankings this year, although she remains among the top 10 endorsers. Sharing her fate are broadcast anchor Mel Tiangco, dermatologists Dr. Pie and Manny Calayan and television personality Mike Enriquez.
The study notes, however, that celebrities do not have that much of an influence on purchasing decisions involving personal-care products and services.
The study says that only 31 percent of respondents believe that celebrities, socialites or models make effective endorsers. Common people who have experienced using the product hold more credibility to endorse the brand than celebrities.
Ultimately, products or services that are "recommended by professionals" and "clinically proven or dermatologically tested" prove most effective in endorsing personal-care products and services.
"In the case of personal care, other credible tests, personalities or professionals, or fora can have more convincing power. It is thus necessary to understand how well suited it is to use celebrity endorsers in the context of the given product category, the category development and how established the brand is in that category," Reyes said.
