highlights on the article are mine. this is next on WAWAM!
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Digital marketing now ‘mass and mainstream’--ad exec, author
By Erwin Oliva
INQUIRER.net
First Posted 17:51:00 06/24/2008
MAKATI City, Philippines -- Digital marketing has moved from being "niche and new" to being "mass and mainstream," according to an advertising executive and author who has written books on a digital marketing.
Consumer brands like Nike and Adidas are now using digital marketing to reach a mass market now using various types of digital media, said Kent Wertime, president of OgilvyOne Asia Pacific, in an interview with reporters here.
Having been in advertising for the past 17 years, Wertime said marketers are gravitating toward digital media because the numbers are just too hard to ignore: 3.1 billion mobile phone users, 900 million PC users and 1.4 billion Internet users as of 2007.
"Digital media will become a predominant form," he said, as he explained that digital marketing is about reaching people through digital channels.
In the Philippines, about 90 percent of OgilvyOne's clients are now moving to digital media since last year, said Elly Puyat, managing director of OgilvyOne Worldwide in Manila.
Puyat however admitted that digital marketing remains a young industry in the country.
"A lot of clients in Asia have some form of online presence, but it's not yet a truly digital strategy. If you're not in search marketing, for instance, you're far behind," Wertime said.Still, the "tectonic shift" toward digital marketing is increasingly felt in Asia where usage of mobile phones and the Internet is growing, the executive said.
Citing a global study on media spending worldwide in 2008, Wertime said Asia as a whole has led in terms of per capita media spending this year. The global average on per capita spending on media is about $98. Philippine spending is currently pegged at $38.
http://newsinfo.inquirer.net/breakingnews/infotech/view/20080624-144523/Digital-marketing-now-mass-and-mainstream--ad-exec-author
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Thursday, June 26, 2008
OgilvyOne Asia Pacific cracks a joke! part 1
Wednesday, June 25, 2008
brain food #1 : the 22 immutable laws of marketing
The 22 Immutable Laws Of Marketing
by: Jack Trout and Al Ries
Excerpts:
1. the law of leadership - it is better to be first than it is to be better: "The basic issue in marketing in creating a category (i.e. a given type of product or service) you can be first in. It's the law of leadership. It's better to be first than it is to be better. ItÕs much easier to get into the mind first than it is to try to convince someone you have a better product than the one that did get there first."
2. the law of the category - if you can't be first in a category, set up a new category you can be first in.
3. the law of the mind - it's better to be first in the mind than to be first in the marketplace: "Is something wrong with the law of leadership (previously presented)? No, but the law of the mind modifies it. It is better to be first in the prospect's mind than first into the marketplace....Being first in the mind is everything in marketing. Being first into the marketplace is important only to the extent that it allows you to get into the mind first."
4. the law of perception - marketing is not a battle of products, it's a battle of perceptions.
5. the law of focus - the most powerful concept in marketing is owning a word in the prospect's mind (i.e. the way that Coke 'owns' the word 'cola', or Xerox owns 'copier').
6. the law of exclusivity - two companies cannot own the same word in the prospect's mind.
7. the law of the ladder - the strategy to use depends on which rung you occupy on the ladder - each category has its own ladder or hierarchy, and where your product or service is in this hierarchy will determine your strategic options.
8. the law of duality - in the long run, every market becomes a two-horse race.
9. the law of the opposite - if you're shooting for second place, your strategy is determined by the market leader.
10. the law of division - over time, a category will divide and become two or more categories.
11. the law of perspective - marketing effects take place over an extended period of time.
12. the law of line extension - there's an irresistible pressure to extend the equity of the brand: "One day a company is tightly focused on a single produce that is highly profitable. The next day the same company is spread thin over many products and is losing money."
13. the law of sacrifice - you have to give up something in order to get something: "The law of sacrifice is the opposite of the law of line extension. If you want to be successful today, you should give something up. There are three things to sacrifice: product line, target market, and constant change."
14. the law of attributes - for every attribute, there is an opposite effective attribute: "Marketing is a battle of ideas. So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around. Without one, you had better have a low price. A very low price."
15. the law of candor - when you admit a negative, the prospect will give you a positive: "...it may come as a surprise to you that one of the most effective ways to get into a prospect's mind is to first admit a negative and then twist it into a positive."
16. the law of singularity - in each situation, only one move will produce substantial results.
17. the law of unpredictability - unless you write your competitor's plans, you can't predict the future.
18. the law of success - success often leads to arrogance, and arrogance to failure.
19. the law of failure - failure is to be expected and accepted.
20. the law of hype - the situation is often the opposite of the way it appears in the press: "When things are going well, a company doesn't need the hype. When you need the hype, it usually means you're in trouble."
21. the law of acceleration - successful programs are not built on fads, they're built on trends.
22. the law of resources - without adequate funding, an idea won't get off the ground: "Marketing is a game fought in the mind of the prospect. You need money to get into a mind. And you need money to stay in the mind once you get there."
by: Jack Trout and Al Ries
Excerpts:
1. the law of leadership - it is better to be first than it is to be better: "The basic issue in marketing in creating a category (i.e. a given type of product or service) you can be first in. It's the law of leadership. It's better to be first than it is to be better. ItÕs much easier to get into the mind first than it is to try to convince someone you have a better product than the one that did get there first."
2. the law of the category - if you can't be first in a category, set up a new category you can be first in.3. the law of the mind - it's better to be first in the mind than to be first in the marketplace: "Is something wrong with the law of leadership (previously presented)? No, but the law of the mind modifies it. It is better to be first in the prospect's mind than first into the marketplace....Being first in the mind is everything in marketing. Being first into the marketplace is important only to the extent that it allows you to get into the mind first."
4. the law of perception - marketing is not a battle of products, it's a battle of perceptions.
5. the law of focus - the most powerful concept in marketing is owning a word in the prospect's mind (i.e. the way that Coke 'owns' the word 'cola', or Xerox owns 'copier').
6. the law of exclusivity - two companies cannot own the same word in the prospect's mind.
7. the law of the ladder - the strategy to use depends on which rung you occupy on the ladder - each category has its own ladder or hierarchy, and where your product or service is in this hierarchy will determine your strategic options.
8. the law of duality - in the long run, every market becomes a two-horse race.
9. the law of the opposite - if you're shooting for second place, your strategy is determined by the market leader.
10. the law of division - over time, a category will divide and become two or more categories.
11. the law of perspective - marketing effects take place over an extended period of time.
12. the law of line extension - there's an irresistible pressure to extend the equity of the brand: "One day a company is tightly focused on a single produce that is highly profitable. The next day the same company is spread thin over many products and is losing money."
13. the law of sacrifice - you have to give up something in order to get something: "The law of sacrifice is the opposite of the law of line extension. If you want to be successful today, you should give something up. There are three things to sacrifice: product line, target market, and constant change."
14. the law of attributes - for every attribute, there is an opposite effective attribute: "Marketing is a battle of ideas. So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around. Without one, you had better have a low price. A very low price."
15. the law of candor - when you admit a negative, the prospect will give you a positive: "...it may come as a surprise to you that one of the most effective ways to get into a prospect's mind is to first admit a negative and then twist it into a positive."
16. the law of singularity - in each situation, only one move will produce substantial results.
17. the law of unpredictability - unless you write your competitor's plans, you can't predict the future.
18. the law of success - success often leads to arrogance, and arrogance to failure.
19. the law of failure - failure is to be expected and accepted.
20. the law of hype - the situation is often the opposite of the way it appears in the press: "When things are going well, a company doesn't need the hype. When you need the hype, it usually means you're in trouble."
21. the law of acceleration - successful programs are not built on fads, they're built on trends.
22. the law of resources - without adequate funding, an idea won't get off the ground: "Marketing is a game fought in the mind of the prospect. You need money to get into a mind. And you need money to stay in the mind once you get there."
Tuesday, June 24, 2008
hunt's pork & beans tv ad - huh? ano daw sabi??? : part 1
unfortunately this tv commercial is not available in the internet. but i feel the urgent and desperate need even to talk about it. i think this ad was first aired just over the weekend.
the commercial opens with a young boy going to the rice cooker, opens it, looks inside, then talks to his mom off camera, saying something like "there is no 
more rice".
more rice".split second reaction, i thought, hmm a commercial for rice? since when did anyone advertise rice? or a rice substitute?
then, the camera cuts to some food preparation and the copy says something like "it's ok if t here's no rice, there is hunt's pork and beans and rice". (shows a food shot of hunt's pork & beans over rice.) then cut to another food preparation, mom voice over says something like "you can eat hunt's pork & beans with bread". (shows a food prep of hunts pork & beans inside a hamburger bun.)
what the hell was that? right after the third line of the ad, i start laughing and tune off for the rest of the commercial!
where in the world is the logic in that tv commercial? first line is "there is no more rice" and the immediate answer to that is "it's ok, there is hunt's pork & beans and rice"??? the boy wanted rice and he was asking the mother what he will do since they have ran out of rice. and that is the answer of the mom? how did that the mom's statement answer the boy's line? it does not make sense! to begin with i thought there is no more rice?
and then the second line doesn't make sense either, "you can enjoy hunt's pork & beans with bread".
i think the point they wanted to make here is that it's ok to run out of rice, you can eat hunt's pork & beans in many ways, not just with rice but also with bread.
but this idea was presented in a very confused and misleading way, it felt like there were missing scenes in the ad, either before the commercial started or scenes after the line of the boy. there is a huge logic gap in there! the logic gap is so huge that i am shocked nobody noticed it.
commercials first and foremost must make sense if not logical. sometimes we get ads that are very creative and incredible that they are not really logical in terms of understanding reality. but they are presented in a logical way that we can accept.
like the coke "angel' commercial, it's a fantasy and therefore not literally logical in our real world, but the premise and story of the ad is presented in a sensible and logical manner. even when it tries to be very creative and out of the box, logic and sense is a very basic and fundamental need in any commercial.
this hunt's tv commercial does not even try to make sense or to be logical. i think i know what happened here. and my guess is it's the client's fault.
i think one of the objectives of the storyboard is to encourage extended usage by telling the audience that hunt's pork & beans can be enjoyed even with bread other than the traditional way of eating it with rice.
they probably shot the commercial using a storyboard that had that storyline. with the lines and visuals in this sequence:
boy: there is no more rice.
mom: it's ok even if we don't have rice, you can enjoy it with bread
(visual of hunt's pork & beans and bread)
mom: it's as good as eating it with rice (shows visual of hunt's pork & beans on rice)
my guess is at post production approval stage, one of the clients, probably the president, a very logical person, objected to the shot commercial. this client was afraid that with the shot storyboard (my own versions of the lines, above), they run the risk of alienating their current users whose eating habit is to eat the product with rice. the president was afraid that there was too much emphasis on eating the product with bread that it will turn off a very large chunk of their current franchise who has the established habit of eating it with rice. and that will mean they will lose market share.
their solution? they inserted the hunt's pork & beans shot and line before the bread visual. but what they forgot to check was - did the audio make sense, was the story being presented logical?
someone in the agency got scared and did not challenge the client. someone forgot to ask about making sense and being logical. if this wasn't the client's fault, who is the ad agency of this brand?
this hunt's pork & beans "rice" tv ad? it's a WAWAM!
more on this WAWAM! ad in the next post...
Monday, June 23, 2008
super bowl 2008 great ads : bridgestone tire's screamer ad
here's another super bowl 2008 favorite tv spot - bridgestone tire's "screamer" tv spot.
this is a good study of what advertising should be. it's entertaining, funny even. it has a single message, there is no mistaking that. it has minimal copy. the commercial captures you and it entertains you very well. and to top it all, you get the message of what bridgestone tires stand for. excellent ad!
this is a good study of what advertising should be. it's entertaining, funny even. it has a single message, there is no mistaking that. it has minimal copy. the commercial captures you and it entertains you very well. and to top it all, you get the message of what bridgestone tires stand for. excellent ad!
Sunday, June 22, 2008
tide detergent's mr. palengke tv commercial - part 2
senator mar roxas in this tide detergent commercial did not mention the tide brand name even once. he also did not touch the product and and in fact his only interaction with tide was when he pointed to the price discount on the pack.
is it a tide detergent tv commercial? hell, yeah! is it a product endorsement tv ad by the nationally elected senator? hell, yeah!
there is no mistaking - mr. palengke appeared in the tide commercial and is endorsing the product. why else would you display such huge bags of tide, standing up with the tide logo clearly seen? i don't think you will ever see any store in the palengke where they display tide that way and certainly not in front of the store where it contains nothing but giant tide packs. the way tide was displayed and the shelf itself is simply not done in the palengkes.
this is not tide's brandsell advertising. in the world of p&g advertising, this is considered as a tactical value advertising. it's meant to sell tide's large packs and promote big purchases among consumers in the palengke.
what? wait a minute. mr. palengke in a palengke promoting big pack purchases? something is very wrong about that!
first of all, detergent purchase habits says most consumers buy small packs for lower cash outlay. also, the palengke is where most DE and some lower C socio-eco users go to for their daily needs, and most of them go to the palengkes very often because they do no have the money to buy in bulk, thus the consumer practice is small price but more frequent purchases.
and the above is where we move in to a new topic - this is not just a product endorsement ad, it is actually a political campaign ad.
promoting large priced purchases for bulk detergent products is simply alien to the palengke goers. it's consumers who go to supermarkets who do that, but hardly is that legitimate purchasing habit for those who shop in palengkes. very few palengke goers can afford large pack purchases, in fact it is in the palengke where you can buy literally a spoonful of anything, placed in small plastic bags. you can actually buy condiments and cooking needs in small plastic bags good for one cooking. for an advertising purist, you can argue this commercial is off strategy.
the fact that the mr. palengke, senator mar roxas commercial is situated in a palengke means only one thing - it's a political ad.
but p&g is not foolish. they will not intentionally and knowingly air an off strategy commercial. being off strategy in p&g is a mortal sin that will get you fired the next minute you say it. i am certain they have done extensive consumer research on this tv commercial - from the choice of the talent to a full blown advertising pre-airing test and i bet they found that while this commercial is meant to be tactical, it has powerful brandsell characteristics.
is it a WAWAM!? it's not entirely a WAWAM! for tide detergent. mr. palengke has excellent credentials and a huge following. it's also not a WAWAM! for senator mr. roxas. he is getting national tv exposure highly consistent with his positioning as the mr. palengke. and for free! the media money behind it is being paid for by p&g.
again, is it a WAWAM!?
yes, it's a WAWAM! for the filipino people and it's soul. we can rationalize it all we want. we can take it down to technicalities like no brand name was said, but the fact remains, like judas, several pieces of silver worth millions of pesos in talent fee was exchanged for integrity, pride, honesty and honor in a nationally elected public office.
is it a tide detergent tv commercial? hell, yeah! is it a product endorsement tv ad by the nationally elected senator? hell, yeah!
there is no mistaking - mr. palengke appeared in the tide commercial and is endorsing the product. why else would you display such huge bags of tide, standing up with the tide logo clearly seen? i don't think you will ever see any store in the palengke where they display tide that way and certainly not in front of the store where it contains nothing but giant tide packs. the way tide was displayed and the shelf itself is simply not done in the palengkes.
this is not tide's brandsell advertising. in the world of p&g advertising, this is considered as a tactical value advertising. it's meant to sell tide's large packs and promote big purchases among consumers in the palengke.
what? wait a minute. mr. palengke in a palengke promoting big pack purchases? something is very wrong about that!
first of all, detergent purchase habits says most consumers buy small packs for lower cash outlay. also, the palengke is where most DE and some lower C socio-eco users go to for their daily needs, and most of them go to the palengkes very often because they do no have the money to buy in bulk, thus the consumer practice is small price but more frequent purchases.
and the above is where we move in to a new topic - this is not just a product endorsement ad, it is actually a political campaign ad.
promoting large priced purchases for bulk detergent products is simply alien to the palengke goers. it's consumers who go to supermarkets who do that, but hardly is that legitimate purchasing habit for those who shop in palengkes. very few palengke goers can afford large pack purchases, in fact it is in the palengke where you can buy literally a spoonful of anything, placed in small plastic bags. you can actually buy condiments and cooking needs in small plastic bags good for one cooking. for an advertising purist, you can argue this commercial is off strategy.
the fact that the mr. palengke, senator mar roxas commercial is situated in a palengke means only one thing - it's a political ad.but p&g is not foolish. they will not intentionally and knowingly air an off strategy commercial. being off strategy in p&g is a mortal sin that will get you fired the next minute you say it. i am certain they have done extensive consumer research on this tv commercial - from the choice of the talent to a full blown advertising pre-airing test and i bet they found that while this commercial is meant to be tactical, it has powerful brandsell characteristics.
is it a WAWAM!? it's not entirely a WAWAM! for tide detergent. mr. palengke has excellent credentials and a huge following. it's also not a WAWAM! for senator mr. roxas. he is getting national tv exposure highly consistent with his positioning as the mr. palengke. and for free! the media money behind it is being paid for by p&g.
again, is it a WAWAM!?
yes, it's a WAWAM! for the filipino people and it's soul. we can rationalize it all we want. we can take it down to technicalities like no brand name was said, but the fact remains, like judas, several pieces of silver worth millions of pesos in talent fee was exchanged for integrity, pride, honesty and honor in a nationally elected public office.
Saturday, June 21, 2008
the tv remote vs the greed of tv stations : part 1
gma7 fought with the advertising industry and the kbp on too much commercial load a few years ago. the kbp fined gma7 for putting too many commercials into its tv shows, violating kbp guidelines on the maximum number of commercials allowed that was followed by the industry.
the kbp, like the adboard is a self-regulating body created by the industry
i thought that was a dumb ass move that would eventually not only hurt gma7 but more importantly hurt the broadcasting industry and advertising as whole. i felt gma7 was simply satisfying it's greed for revenues and profits (more commercial load, more ad revenues) putting the broadcasting and advertising industry in jeopardy. in satisfying it's gluttony, it was killing the industry that it was getting it's food from.
more importantly, i thought that move will eventually hurt the tv audience. let's not forget, people watch television for the shows, not the commercials. ask any tv viewer and i'm sure 100% of them will probably say they prefer not to watch commercials at all.
aside from the unwatchable tv shows, the large number of tv commercials in a show are two reasons i hardly 
and that is what i find as most striking in what abrera said - "when we overload shows with commercials, we are actually teaching the audience to avoid them".
tv watching is not just a behavior, it is essentially a habit that modern humans have formed. it is formed over time and through constant repetition. habits are formed when humans acquire something good or pleasurable out of it or on the other side of it, to avoid something bad or unpleasant.
the latter - avoidance of something bad or unpleasant is what abrera is referring to when she said "we are actually teaching the audience to avoid them". every tv has a remote these days and that means every audience has one in his hand. the power to watch or not to watch anything is literally in the hands of the audience.
that is the impact of what gma7 did. it's over and beyond revenues, fighting with the KBP or fighting with the ad industry, it's affecting audience behavior, the group everyone i mentioned above are after.
any marketer and advertising practitioner know that the core of what we will do is first affecting an attitude change that will lead to a habit change, forming a new one or changing an old one.
gma7 for sure knows that. and it is sad that one of the two largest tv networks in the country is involved in the formation of a new habit that will hurt not only itself but most specially the whole ad industry. if abrera is right, and i think she is, it looks like gma7 gave itself and the whole ad industry a poison pill.
gma7? a WAWAM!
more on this, next in WAWAM!...
Friday, June 20, 2008
too many commercials turning off viewers
this is an interesting comment. up next is the view from WAWAM!
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Advertisers losing audience in RP due to too many commercials
By ISAGANI DE CASTRO, JR.abs-cbnNEWS.com/Newsbreak
The Philippines has too many advertisements on television, and consumers have adapted to it by changing channels and returning to programs they like just at the right time with their remote controls, a leading advertising executive said.
In an open forum at the 2008 World Marketing Conference at the SMX Convention Center, Emily Abrera, regional chair of the McCann Worldgroup Asia, said the Philippines has the
highest commercial load per hour in Asia. “We have the highest commercial load in the world. Certainly, it’s the highest in Asia, and I think it’s probably one of the highest in the world,” she said. In an interview with abs-cbnNEWS.com/Newsbreak, Abrera said the local advertising-industry prescribed limit is 18 minutes of commercials per hour, a level that is already highest in Asia. In other Asian countries, the limit is 12 to 14 minutes per hour.
Anti-ads behavior
Abrera said too many commercials have forced consumers to adapt, and they have developed behavior that is anti-advertisement. “You will note that people are continuously watching several channels simultaneously. And people are very good and have evolved this wonderful sense of timing so that they know that as soon as commercial come on, they go to the channel where they’re watching something else. So in other words, they’re tracking several programs at the same time. And they come back, almost as soon as that last spot is ending. They’re very good at that already,” Abrera said. “When we overload with commercials, we are actually teaching people how to avoid them. We’re giving them the greatest reason how to avoid watching our work. And that is what worries me the most, that we’re losing our audience for our commercials,” she said.
Regulation needed
Abrera said there is a need for more regulation of these commercials in the Philippines. The regulation is supposed to be done by the advertising board in the Philippines and the broadcasters’ association, Kapisanan ng mga Brodkaster ng Pilipinas (KBP). “I still think we need to be regulated,” Abrera said. But she lamented that GMA-7 is no longer a member of KBP, “so we can’t hold them to the following guidelines.”
According to a content analysis-study done by De La Salle University students discussed during the open forum, GMA-7 has a commercial load of 30 minutes per hour while ABS-CBN has a commercial load of “15 to 20 minutes per hour.” Abrera said marketing associations in the Philippines are “trying to find a balance” that would allow television networks to comply while reducing costs to advertisers. She said the balance is needed because “the fewer commercials we have, the highest cost it will be for a commercial minute or 30-seconders.”
New technology factor
She said the industry cannot continue with the same set-up of overloading consumers with commercials. “It’s something that needs to be addressed. And we cannot continue interrupting programs. Because that also interrupts viewing and creates a sort of a negative effect after a while.” Abrera said new technologies such as mobile phones are partly to blame for the commercial overload. “I don’t think it’s just in the Philippine setting.
I think we’re just inundated with messages from everywhere, because also of new media, because we carry our phones all the time. So we get all sorts of offers, promotions. If you look at the billboards which are just all over the place, it’s as if there’s nowhere you can turn where there isn’t space that is occupied by a branded message. And this I think teaches us also how to tune off,” she told abs-cbnNEWS.com/Newsbreak.
Creative ads
Abrera urged advertising and marketing firms to be more creative in their campaigns through ads that consumers won’t mind being interrupted with. “We’re going to have to perform the job of entertaining, uplifting with a very subtle sell,” she said. “The message has got to be worth their time, worth their interruption.”
Abrera said young people know so much about producing videos these days that it makes the job of advertisers more difficult. “They know so much about production that you’re going to have to show them something so interesting that they’re going to want to see it over and over again,” she said. Abrera said another challenge is how to produce advertisements for computers or laptops, Ipods, and mobile phones, which consumers don’t want interrupted with commercials.
“The other thing we have to realize is, these new media—computer, the mobile phone, iPod—these are very personal, extremely personal.They’re extensions of the self, and so there’s a higher wall there that I think we have to scale, to enter,” she said. This is a big change from the time when all advertisers had to do was “just buy and pay for the space and you can intrude on anyone at any given time." “Today, they have to give us permission to deliver our message,” Abrera said.
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Advertisers losing audience in RP due to too many commercials
By ISAGANI DE CASTRO, JR.abs-cbnNEWS.com/Newsbreak
The Philippines has too many advertisements on television, and consumers have adapted to it by changing channels and returning to programs they like just at the right time with their remote controls, a leading advertising executive said.
In an open forum at the 2008 World Marketing Conference at the SMX Convention Center, Emily Abrera, regional chair of the McCann Worldgroup Asia, said the Philippines has the
highest commercial load per hour in Asia. “We have the highest commercial load in the world. Certainly, it’s the highest in Asia, and I think it’s probably one of the highest in the world,” she said. In an interview with abs-cbnNEWS.com/Newsbreak, Abrera said the local advertising-industry prescribed limit is 18 minutes of commercials per hour, a level that is already highest in Asia. In other Asian countries, the limit is 12 to 14 minutes per hour.Anti-ads behavior
Abrera said too many commercials have forced consumers to adapt, and they have developed behavior that is anti-advertisement. “You will note that people are continuously watching several channels simultaneously. And people are very good and have evolved this wonderful sense of timing so that they know that as soon as commercial come on, they go to the channel where they’re watching something else. So in other words, they’re tracking several programs at the same time. And they come back, almost as soon as that last spot is ending. They’re very good at that already,” Abrera said. “When we overload with commercials, we are actually teaching people how to avoid them. We’re giving them the greatest reason how to avoid watching our work. And that is what worries me the most, that we’re losing our audience for our commercials,” she said.
Regulation needed
Abrera said there is a need for more regulation of these commercials in the Philippines. The regulation is supposed to be done by the advertising board in the Philippines and the broadcasters’ association, Kapisanan ng mga Brodkaster ng Pilipinas (KBP). “I still think we need to be regulated,” Abrera said. But she lamented that GMA-7 is no longer a member of KBP, “so we can’t hold them to the following guidelines.”
According to a content analysis-study done by De La Salle University students discussed during the open forum, GMA-7 has a commercial load of 30 minutes per hour while ABS-CBN has a commercial load of “15 to 20 minutes per hour.” Abrera said marketing associations in the Philippines are “trying to find a balance” that would allow television networks to comply while reducing costs to advertisers. She said the balance is needed because “the fewer commercials we have, the highest cost it will be for a commercial minute or 30-seconders.”
New technology factor
She said the industry cannot continue with the same set-up of overloading consumers with commercials. “It’s something that needs to be addressed. And we cannot continue interrupting programs. Because that also interrupts viewing and creates a sort of a negative effect after a while.” Abrera said new technologies such as mobile phones are partly to blame for the commercial overload. “I don’t think it’s just in the Philippine setting.
I think we’re just inundated with messages from everywhere, because also of new media, because we carry our phones all the time. So we get all sorts of offers, promotions. If you look at the billboards which are just all over the place, it’s as if there’s nowhere you can turn where there isn’t space that is occupied by a branded message. And this I think teaches us also how to tune off,” she told abs-cbnNEWS.com/Newsbreak.
Creative ads
Abrera urged advertising and marketing firms to be more creative in their campaigns through ads that consumers won’t mind being interrupted with. “We’re going to have to perform the job of entertaining, uplifting with a very subtle sell,” she said. “The message has got to be worth their time, worth their interruption.”
Abrera said young people know so much about producing videos these days that it makes the job of advertisers more difficult. “They know so much about production that you’re going to have to show them something so interesting that they’re going to want to see it over and over again,” she said. Abrera said another challenge is how to produce advertisements for computers or laptops, Ipods, and mobile phones, which consumers don’t want interrupted with commercials.
“The other thing we have to realize is, these new media—computer, the mobile phone, iPod—these are very personal, extremely personal.They’re extensions of the self, and so there’s a higher wall there that I think we have to scale, to enter,” she said. This is a big change from the time when all advertisers had to do was “just buy and pay for the space and you can intrude on anyone at any given time." “Today, they have to give us permission to deliver our message,” Abrera said.
durex condom tv spot : condoms are really funny!
there is a pinoy joke that uses the same story of sperms rushing out of it's home that i remembered when i saw this ad. it's a funny joke but it's off what WAWAM! is all about.
this durex commercial, however, is about WAWAM! enjoy the ad, it's funny. and also very educational - it explains very well what "a surge of urges do to men" and exactly how a condom succeeds at it's designated role.
this durex commercial, however, is about WAWAM! enjoy the ad, it's funny. and also very educational - it explains very well what "a surge of urges do to men" and exactly how a condom succeeds at it's designated role.
Thursday, June 19, 2008
hooters philippines - misplaced brand equity?
the picture on the left, of hooter girls in the US tells you exactly what the hooters brand equity is or are. their hands are exactly on their brand equities.
and just to tell you that's exactly what the hooters brand equity is - i go to this forum where the men in it where all talking about the hooters manila opening. a few of them were actually planning on going to hooters to look at the brand equities and maybe get some food or drinks on the side. 
pictures of the hooter girls manila were shown to them, and almost immediately, the men decided not to go anymore. that's how devastating the off-strategy brand equity of hooters manila have become - a turn off. they quickly lost triers when the brand equities were shown in pictures.
aside from the flatter than expected brand equities hooters manila showed, what caught the attention of the men where what appears to be another brand equity. look closely at the picture of hooter girls manila on the left. look at the shirt of the girls, way down below the hooters logo, where the text that says "manila bay". notice the distortion being caused on the text? if you lay that shirt flat on a surface, the printing will not show any distortion. the text only got that way after the girls wore the shirt. (with great apologies to the ladies on the picture. we're just discussing the merits of brand equities here.)
this is a great lesson in marketing and we know that very well - BE TRUE TO YOUR BRAND EQUITY or lose customers!
Wednesday, June 18, 2008
hooters philippines - brand equity that can't make mountains out of mole hills
we don't know if it was a soft launch, but hooters launched its first restaurant in the philippines at the mall of asia in pasay city. didn't see any ad or anything in media, just by word of mouth, specifically the mouths of men.
the interesting part is that just a few days, probably within hours of it's opening, pictures of the waitresses of hooters philippines circulated in the internet. and that got me thinking about a pair of errrr brand images and brand equity.
restaurants have them too. any owner of a restaurant will tell you, to succeed in the restaurant business, you need to be known for something. the more specific you are known for, the better.
in marketing research, there is a tool called word association where the respondents are shown or told certain words and the respondents playback the word that comes to mind upon seeing the word stimulus. this tool allows researchers to determine what are the images consumers associate with certain thoughts or concepts. for restaurants, it is almost always the food they are known for.
here's a short exercise. there are some restaurants that are a no brainer. please say the names aloud and say them quickly.
pancake house = pancakes; chicken bacolod house = chicken bacolod; lapid's = chicharon.
there are some that's not in their names, but its a quick answer. again, say them aloud and say them quickly.
ferino's = bibingka; starbucks = coffee; max's = chicken; jollibee = spaghetti; digman = halo-halo; aristocrat = chicken barbecue.
hooters = boobs!
what? boobs? is that food? well, boobs aren't food (at least not edible) but let's be honest here, when you say hooters, the first thing or first pair that comes to mind are female boobs. i don't think anyone has ever said steak, ribs, soup or salad when you say the word hooters.
simply put, perhaps to annoy the feminists, big female boobs is what hooters is known for. and it is these pairs of reasons that hooter girls are famous for and most probably the most photographed waitresses in the whole world. just like the hooter girl on the picture, what she has in front of her, a pair that are proud and smart is what hooters is known for.
that's really very hard to explain to my 10 year old son - "son, let's have dinner at hooters, i want to look at some things." but that's a separate story all together.
don't blame me, the hooters logo says the same thing, too. ok, so
an owl hoots and that explains the image of the animal being there. sure, the eyes of owls are huge but the shape of the eyes and the two dots are conveniently placed in the middle of each eye and that tells us exactly what we are supposed to look at, well ok and to hoot at.
perhaps, this hooters logo should have PG13 rating?
that takes care of clearly establishing what the hooters brand equity is.
like the hooter girl counterparts in the US, the pinay hooter girls were also photographed extensively. and by looking at the poses of the pinay hooter girls, aside from how to carry a tray of food and having an intimate knowledge of the hooters menu, it seems how to pose for pictures has been part and parcel of the hooter girl training program. the poses of the pinay hooter girls are exactly the same with those of the hooter girls in the US.
BUT, there is a big difference. based on the pictures of the pinay hooter girls, it appears hooters philippines have failed to deliver on the hooters brand equity. it's a deflated brand equity that even the best of the underwires failed to compensate for.
if i was the asia regional marketing director of hooters, i would definitely tell hooters philippines is off strategy and off brand equity. recommendation - hooters philippines need to uplift and upgrade it's brand equity, if you know what i mean.
hooters philippines brand equity - it's a WAWAM!
here are some pics of the pinay hooter girls. with profound apologies to the ladies in the pictures.
the interesting part is that just a few days, probably within hours of it's opening, pictures of the waitresses of hooters philippines circulated in the internet. and that got me thinking about a pair of errrr brand images and brand equity.
restaurants have them too. any owner of a restaurant will tell you, to succeed in the restaurant business, you need to be known for something. the more specific you are known for, the better.
in marketing research, there is a tool called word association where the respondents are shown or told certain words and the respondents playback the word that comes to mind upon seeing the word stimulus. this tool allows researchers to determine what are the images consumers associate with certain thoughts or concepts. for restaurants, it is almost always the food they are known for.
here's a short exercise. there are some restaurants that are a no brainer. please say the names aloud and say them quickly.
pancake house = pancakes; chicken bacolod house = chicken bacolod; lapid's = chicharon.
there are some that's not in their names, but its a quick answer. again, say them aloud and say them quickly.
ferino's = bibingka; starbucks = coffee; max's = chicken; jollibee = spaghetti; digman = halo-halo; aristocrat = chicken barbecue.
hooters = boobs!
what? boobs? is that food? well, boobs aren't food (at least not edible) but let's be honest here, when you say hooters, the first thing or first pair that comes to mind are female boobs. i don't think anyone has ever said steak, ribs, soup or salad when you say the word hooters.
simply put, perhaps to annoy the feminists, big female boobs is what hooters is known for. and it is these pairs of reasons that hooter girls are famous for and most probably the most photographed waitresses in the whole world. just like the hooter girl on the picture, what she has in front of her, a pair that are proud and smart is what hooters is known for.
that's really very hard to explain to my 10 year old son - "son, let's have dinner at hooters, i want to look at some things." but that's a separate story all together.
don't blame me, the hooters logo says the same thing, too. ok, so
an owl hoots and that explains the image of the animal being there. sure, the eyes of owls are huge but the shape of the eyes and the two dots are conveniently placed in the middle of each eye and that tells us exactly what we are supposed to look at, well ok and to hoot at.perhaps, this hooters logo should have PG13 rating?
that takes care of clearly establishing what the hooters brand equity is.
like the hooter girl counterparts in the US, the pinay hooter girls were also photographed extensively. and by looking at the poses of the pinay hooter girls, aside from how to carry a tray of food and having an intimate knowledge of the hooters menu, it seems how to pose for pictures has been part and parcel of the hooter girl training program. the poses of the pinay hooter girls are exactly the same with those of the hooter girls in the US.
BUT, there is a big difference. based on the pictures of the pinay hooter girls, it appears hooters philippines have failed to deliver on the hooters brand equity. it's a deflated brand equity that even the best of the underwires failed to compensate for.
if i was the asia regional marketing director of hooters, i would definitely tell hooters philippines is off strategy and off brand equity. recommendation - hooters philippines need to uplift and upgrade it's brand equity, if you know what i mean.
hooters philippines brand equity - it's a WAWAM!
here are some pics of the pinay hooter girls. with profound apologies to the ladies in the pictures.
"tiger, the impossible" - one more reason why it's a perfect tagline for brand tiger woods
practically everyone in the sports world are one in saying tiger just won the greatest golf game anyone has ever played and in awesome fashion. even tiger himself said it - it was his greatest game.
all the reviews and comments are saying one thing, it's unanimous, for brand tiger woods, the most powerful tagline is : "Tiger, The Impossible".
Woods' feat at U.S. Open inspires, awes
By Jerry Potter, USA TODAY
Tiger Woods has amazed people before, but his limping, 91-hole victory in the U.S. Open got the attention of three observers who are hard to impress.
Bill Mallon, an orthopedic surgeon and former PGA Tour player, said, "I think his knee is a problem he will have to deal with for the future. From what I saw at the Open he's pretty good at dealing with it."
Woods' teacher, Hank Haney, wrote in an e-mail, "The U.S. Open will be considered the greatest accomplishment in sports history."
Haney explained that Woods, a stickler for preparation, was unable to walk 18 holes before the tournament at Torrey Pines in San Diego, and he said that Woods hit no more than 50 balls before each round and did not practice afterward.
Jack Nicklaus, the man Woods is chasing for the most victories in majors, said last month that his concern was Woods' inability to practice and prepare for the Open.
Nicklaus said he "wouldn't bet against" Woods, but after the Open he said he was amazed by the performance.
Woods, who described his victory as "probably the best ever," made a birdie putt on the 72nd hole Sunday to tie Rocco Mediate, then beat him Monday in a playoff that went 19 holes. It was his 14th victory in majors, four shy of Nicklaus' record, which he established from the 1962 U.S. Open through the 1986 Masters.
"I have always said I hope I am alive when he breaks the record," said Nicklaus, 68, "because I want to be the first person to shake his hand."
http://www.usatoday.com/sports/golf/pga/2008-06-18-tiger-adjustments_N.htm
all the reviews and comments are saying one thing, it's unanimous, for brand tiger woods, the most powerful tagline is : "Tiger, The Impossible".
Woods' feat at U.S. Open inspires, awes
By Jerry Potter, USA TODAY
Tiger Woods has amazed people before, but his limping, 91-hole victory in the U.S. Open got the attention of three observers who are hard to impress.
Bill Mallon, an orthopedic surgeon and former PGA Tour player, said, "I think his knee is a problem he will have to deal with for the future. From what I saw at the Open he's pretty good at dealing with it."
Woods' teacher, Hank Haney, wrote in an e-mail, "The U.S. Open will be considered the greatest accomplishment in sports history."
Haney explained that Woods, a stickler for preparation, was unable to walk 18 holes before the tournament at Torrey Pines in San Diego, and he said that Woods hit no more than 50 balls before each round and did not practice afterward.
Jack Nicklaus, the man Woods is chasing for the most victories in majors, said last month that his concern was Woods' inability to practice and prepare for the Open.
Nicklaus said he "wouldn't bet against" Woods, but after the Open he said he was amazed by the performance.
Woods, who described his victory as "probably the best ever," made a birdie putt on the 72nd hole Sunday to tie Rocco Mediate, then beat him Monday in a playoff that went 19 holes. It was his 14th victory in majors, four shy of Nicklaus' record, which he established from the 1962 U.S. Open through the 1986 Masters.
"I have always said I hope I am alive when he breaks the record," said Nicklaus, 68, "because I want to be the first person to shake his hand."
http://www.usatoday.com/sports/golf/pga/2008-06-18-tiger-adjustments_N.htm
Tuesday, June 17, 2008
mr. palengke goes labandera - is it a product endorsement ad or a political ad part 1
from a PDI news article:
"Sen. Manuel “Mar” Roxas II, who once pushed the detergent brand Tide,denied doing any product endorsements: “But I didn’t endorse. I didn’t say that
the public should buy a product, nor did I hold any product. And I did not say that it was better than the others. It’s a public service announcement saying that all product sellers should be true to consumers.”let's get this out of the way first before a discussion on the merits of senator roxas' tide tv commercial.
the above statement is an empty rationalization of the endorsement ad senator roxas did for tide detergent. it's lawyer speak that's building a wall of semantics to have some good things around it to have some things to defend something bad.
of course the tv commercial is an endorsement ad. he doesn't have to hold the product, he doesn't even have to say anything, it's enough for his face to be in the commercial and that automatically makes it an endorsement tv ad of tide detergent.
aside from that, the fact that he got several million pesos as talent fee obviously makes it an endorsement ad.
will tide detergent, a leading detergent brand pay him millions to appear in that commercial for public service? who is he kidding? tide detergent is one of the most competitive detergent brands in the market. it is manufactured by procter & gamble, the inventor of the "brand management" system and one of the savviest marketers in the world. they will NOT get mar roxas to appear in their tv commercial for reasons other than selling cases of tide detergent. not only did they pay senator mar roxas a handsome talent fee, they are spending hundreds of millions of pesos to air the tv commercial. there is nothing that tide detergent nor procter & gamble does that is not about selling more cases of its products.
next in WAWAM! - is the senator mar roxas tide detergent commercial all worth it?
Tiger, The Impossible wins US Open
After 19 Extra Holes, Woods Captures His Third U.S. Open
By LARRY DORMAN
Published: June 17, 2008
SAN DIEGO — Calling it “probably the greatest tournament I’ve ever had,” Tiger Woods outlasted a determined Rocco Mediate on Monday, finally defeating him on the first hole of sudden death to win the 108th United States Open.
Woods again came back from the brink of defeat, with a birdie on the final hole in the 18-hole playoff to pull even with Mediate at an even-par 71 and then a par on the first hole of sudden death to win.
---
“It was a great battle all week,” Woods said. “I was up and down, up and down, up and down all week, and then the playoff. Everyone knows Rocco was in bad shape last year, and for him to be back out here and playing this well. Honestly, it was an unbelievably gutsy performance. He put so much pressure on me today, and he played well all week. This is probably the greatest tournament I’ve ever had.”
http://www.nytimes.com/2008/06/17/sports/golf/17golf.html?_r=1&hp&oref=slogin#
Monday, June 16, 2008
Tiger, The Impossible
there is no argument, tiger woods is the greatest player of the game. the question really is do we have enough space to list down all the impossible stuff that he has made possible in his career and those he has yet to make.
let's be honest here, golf is one the most boring game to watch on tv. but i will be watching tomorrow for the finals of the US Open and that's only for one reason - tiger woods is in the finals.
it has only been tiger woods that has made watching golf bearable. in fact, he makes it much more than bearable, it's exciting and breathtaking as basketball and football.
so, tiger, the impossible will play tomorrow for the US Open, and this article is a good read to frame tomorrow's game.
pay attention to what his opponent tomorrow, rocco mediate has to say about woods. last sentence of this article.
tiger, the impossible is always a delight to watch.
In the End, Woods Gets Even
Mediate Stands Between Him and 3rd Open Title
SAN DIEGO, June 15 -- It was 12 feet. It was Tiger Woods. And Rocco Mediate had no doubt it was inevitable that the greatest player in the game would convert one last birdie putt Sunday to force a thoroughly improbable 18-hole Monday playoff in the 108th U.S. Open.
"Unbelievable," Mediate said seconds after watching on a TV monitor in the scoring area as Woods somehow cobbled together a birdie for the ages after a poor drive into a bunker and a dreadful second shot from the sand at the 527-yard finishing hole. He made up for both transgressions with that one final pressure-packed 12-foot putt that bounced all the way toward the hole before diving down to force the first Open playoff since 2001.
"I knew he'd make it," Mediate said. "That's what he does."
Brand Tiger Woods' Tagline
"he did it again!" that's a sentence that is often associated with tiger woods. it's the first half, the complete thought is "he did it again, he made the impossible possible!" and that same sentence was once again uttered by believing disbelievers as tiger woods did what he seems to know best - coming from behind and making just about every impossible shot, forcing a play-off for the US Open.
if i was going to craft a tag line for tiger woods, i'd choose the one that he is most known for and will put it simply as:
Tiger, The Impossible
tomorrow will be an exciting finals!
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