In the latest issue of adobo magazine, a survey of 1,000 men and women from all classes in Metro Manila named boxing champion and Philippine icon Manny Pacquiao as the most credible of celebrity endorsers in local advertising. A whopping 47 percent of respondents interviewed by Synergy Business Consultancy said that when he endorsed a brand, they believed him—making him, ad for ad, a most valuable marketing investment.
Nine other celebrities were named as most credible (not the most popular; that’s another story) endorsers—and surprise! Kris Aquino and Sharon Cuneta do not figure in the list. Germaine Reyes, managing director of Synergy Business Consultancy, explains three types of endorsers that have the most credibility among consumers, what type of consumer is predisposed to buying because of an endorsement, and in which product category a celebrity would be most effective.
In addition to adobo’s and Synergy’s celebrity endorsers survey, adobo’s yearend issue contains other must-reads on marketing, media and advertising: an exclusive cover story with the man who revolutionized Asian advertising, Neil French; advice from the world’s most awarded creative director David Droga; a recap of the year’s trends from creative leaders in the country and around the region; the case study of Queensland Tourism’s “Best Job in the World” campaign, arguably the breakthrough digital and PR work of 2009, and the Philippine ads that won the country 16 medals in the recent Spikes Asia festival in Singapore.< width="200" height="265" align="right" alt="" src=" Picture 2. " />
And what’s adobo magazine without the regular features marketing and ad practitioners have come to rely on? Each page is packed with news, reviews, analysis and developments in media, marketing, advertising. This issue also comes with a special primer on the biennial Philippine Advertising Congress.
Adobo, the word in advertising, is a bimonthly publication that’s available in National Bookstores, Fully Booked and your favorite newsstands. Readers in Southeast Asia can also find a copy in Basheer bookstores in Hong Kong, Singapore, Kuala Lumpur, Bangkok and Jakarta. For more information, visit www.adobomagazine.com.
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