Polytechnic University of the Philippines College of Business Department of Advertising and Public Relations EFFECTIVENESS OF SHAMPOO CELEBRITY ENDORSERS ON PUP SENIOR ADVERTISING STUDENTS: FOR REAL OR FOR REEL? In Partial Fulfillment of the Requirements in AD303 Advertising and Public Relations Reseach Presented by: Estepa, Jerome C. Flores, Kris Catherine D. Nazario, Kim Angelo I. Presented to: Dr. Iluminada C. Camit BADPR 3-1S
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Polytechnic University of the Philippines
College of Business
Department of Advertising and Public Relations
EFFECTIVENESS OF SHAMPOO CELEBRITY ENDORSERS
ON PUP SENIOR ADVERTISING STUDENTS: FOR REAL OR FOR REEL?
In Partial Fulfillment of the Requirements in
AD303 Advertising and Public Relations Reseach
Presented by:
Estepa, Jerome C.
Flores, Kris Catherine D.
Nazario, Kim Angelo I.
Presented to:
Dr. Iluminada C. Camit
BADPR 3-1S
ii
Approval Sheet
Polytechnic University of the Philippines
College of Business
Delartment of Advertising and Public Relations
The descriptive research entitled, “Effectiveness of Shampoo Celebrity
Endorsers on PUP Senior Advertising Students: For Real or For Reel?”
prepared and submitted by Estepa, Jerome C., Flores, Kris Catherine, Nazario,
Kim Angelo in partial fulfillment of the requirements of the subject AD303
Advertising and Public Relations Research has been examined, accepted and
recommended for oral examination.
Dr. Iluminada C. Camit
Adviser
Noted by:
Prof. Elizabeth Santos Dean Dominador Gamboa
Chairperson, Dean, College of Business
Bachelor in Adverising and Public Relations
iii
ACKNOWLEDGEMENTS
The researchers would like to thank the following people who made this research study possible:
To Dr. Iluminada C. Camit, our adviser, for the continuous support and guidance she showered upon us during the writing of this research.
To the researchers’ familes and friends who inspired, helped and contributed on our financial needs.
To all the respondents Senior ADPR students and our classmates for their cooperation and understanding.
And above all these, to our almighty God for the blessings, the strength, the knowledge and the life.
Thank you.
TABLE OF CONTENTS
Title Page i
Approval Sheet ii
Acknowledgements iii
Chapter I: Introduction
Background of the Study 1
Conceptual Framework 5
Hypothesis 6
Statement of the Problem 6
Importance of the Study 6
Scope and Delimitation 7
Definition of Terms 8
Chapter II: Review of Related Literature
Foreign Literature 10
Foreign Studies 13
Local Literature 21
Local Studies 22
Chapter III: Research Methodology
Research Method Used 29
Instrument Used 29
Respondents 29
Data Gathering 30
Statistical Treatment of Data 30
Chapter IV: Presentation, Interpretation and Analysis of Data
Table 1 Respondents’ Profile
Table 1.1 Distribution of Respondents According to Gender 31
Table 1.2 Distribution of Respondents According to Section 32
Table 1.3 Distribution of Respondents According to Age 33
Table 2 Distribution of Percentage According To
What Influences Them To Buy a Certain Shampoo Brand 34
Table 3 Respondents’ Answers About
The Definition of Celebrity Endorsement 36
Table 4 Distribution of Respondents According to
The Effectiveness of Celebrity Endorsers
Table 4.1 Respondents’ Replies On Whether
They Are Influenced By Celebrity Endorsers Or Not 38
Table 4.2 Distribution of Respondents According To
The Effects Of Celebrity Endorsement In Their Lives 40
Table 4.3 Respondents’ Reactions On Whether
The Effects Of Celebrity Endorsement Are Good Or Bad 41
Table 5 Distribution Of Respondents According To
The Celebrity Endorsers And Shampoo They Know 42
Table 6 Respondents’ Answer On Whether
Celebrity Endorsers Are Believable Or Not
Table 6.1 Distribution Of Respondents According To
The Believability Of Celebrity Endorsers 43
Table 6.2 Respondents’ Replies On
Why They Believe Celebrity Endorsers 44
Table 6.3 Distribution Of Respondents According To
The Reason Why They Do Not Believe Celebrity Endorsement 46
Table 7 Respondents Replies On Whether
They Consider Celebrity Endorsers As The Brands Themselves Or Not 48
Table 8 Distribution Of Respondents According On
Whether Celebrity Endorsers’ Real Life Actions Affect Their Shampoo Buying 49
Chapter V: Findings, Conclusions and Recommendations
Findings 50
Conclusions 52
Recommendations 53
Bibliography 54
Appendices
Appendix A – Open-Ended Questionnaire Sample 56
Appendix B – Close-Ended Questionnaire Sample 57
Appendix C – Survey Forms 58
Curriculum Vitae
Jerome C. Estepa 68
Kris Catherine Flores 69
Kim Angelo Nazario 70
Chapter I
Introduction
Background of the Study
Their billboards fill the length of Epifanio Delos Santos Avenue (EDSA).
Their shows occupy our daily television habit. Their bodies and faces have
frequently graced the covers and centerfolds of magazines. And they are the
trending topics in every search engines and social networking sites existing in the
worldwide web today. Without contest, celebrities are everywhere—24 hours a
day, seven days a week.
We see them everywhere at every time of the day that these eye-candies
are already transforming into eye-sores. They also cause too much media clutter.
In spite of that, we, however, are too obsessed with them that we ignore the
clutter and the eye-sores.
Instead, since we cannot get enough of them, we crave for more. We tend
to eavesdrop more on their conversations and pry more about their private lives.
We are so obsessed with celebrities even to the extent of imitation. Re-quoting
what Synergy Business Consultancy’s managing director Germaine Reyes
quoted from CBS News, our generation is truly and definitely “The New Age of
Celebrity Worship.”1
1 Germaine Reyes. Mad About Celebrity Endorsers. Adobo Magazine. Nov-Dec 2009: p. 84.
2
People’s tendency to imitate, this celebrity worship, is viewed as an
opportunity—a channel—by business firms to market their brands. Hence,
celebrity endorsement exists.
In such an endorsement, celebrities vouch for the effectiveness of these
products by saying they use these products. So it is not rather unusual to see
celebrities such as Sharon Cuneta, Manny Pacquiao, and Marian Rivera
swearing by the products they make use of. They even become the brands’
personifications. Celebrity endorsement is the reason why we see them more
frequently than their regular television shows.
Notwithstanding the media clutter caused by celebrity endorsement, this
proves to be effective. In fact, in a study published in Adobo Magazine Germaine
Reyes dubbed celebrity endorsement as “the most potent strategy in Philippine
Marketing today.”2
Furthermore, a market research has revealed that 80percent of television
advertisements featuring celebrity endorsers garnered the highest recall.
3
Likewise, Synergy’s recent study has uncovered that 70percent of Filipinos
purchased a product because of a celebrity endorser.4
Digging even further, their study has also disclosed that, with 95percent,
personal care products category (shampoo, bath soap, toothpaste, and the likes)
is the most suitable to be endorsed by a celebrity. To illustrate, 61percent of
2 Germaine Reyes. Mad About Celebrity Endorsers. Adobo Magazine. Nov-Dec 2009: p. 84. 3 Ibid. 4 Ibid.
3
those influenced by a celebrity endorsement bought a personal care product,
which is 40percent higher than their advertising expenditure for the first half of
2009.5
This numbers are not surprising. It is a worldwide phenomenon. In fact
according to a statement of renowned psychologist Dr. Stuart Fischoff in a CBS
News article by Christine Lagorio, as social beings in our DNA is the admiration
for alpha males and females, “the ones important in the pack.” He further
asserted that we are sociologically “programmed” to follow the ‘leader’.
6
This fact is not hidden from the firms, and they exhaust all expendable
resources in planning an effective celebrity endorsement campaign. That
explains why shampoo manufacturers and 2009 Nielsen’s top advertisers like
Unilever, Procter & Gamble, and Colgate-Palmolive would spend an
accumulated amount of PhP44, 069, 000, 000.00
7
5 Germaine Reyes. Mad About Celebrity Endorsers. Adobo Magazine. Nov-Dec 2009: p. 84-85.
to show celebrities waving
their ‘beautified’ hair on a 30-seconder commercial.
That, however, is just the big picture. An overview. But can an overview be
applied in a more particular sense? Can we apply this generalization to a more
specific situation? These questions got the researchers curious. That is why they
chose this subject as their research topic.
6 Christine Lagorio. A New Age Of Celebrity Worship, Experts Dissect The Good, The Bad, And The Ugly Of Being A Fan. CBS News. 14 January 2011 <http://www.cbsnews.com>. 7 Nielsen Advertising Information Services. Nilesen Top 20 Advertisers (Full Year 2009). Adobo Magazine. Mar-Apr 2010: p. 94.
Fresh02’s article “Amore Ryeo Shampoo Is a Big Success With Yoon Eun
Hye” which appeared in Yoon Eun Hee website illustrates the good effects of
celebrity endorsements to firms.17
According to the said article, Yoon Eun Hye has been making Amore’s
Ryeo Herbal Hair Shampoo a huge success for the company. Yoon Eun Hye has
been endorsing Amore’s Ryeo herbal hair shampoo for some time now, putting
out a few a commercials in addition to print ads. Amore reported that profit from
Ryeo for the 3rd quarter of 2009 went up a whopping 142% over the same period
last year.
18
“Process that – a 142% increase in profit. I don’t know how the Korea
shampoo industry works – maybe there are lots of ups and down, but even a 5%
year over year increase is considered successful. But to more than double profit
17 Fresh02. Amore Ryeo Shampoo Is a Big Success With Yoon Eun Hye. 26 December 2009. Yoon Eun Hee Site. 14 January 2011 <http://yooneunhye.net/blog/amore-ryeo-shampoo-big-success-yoon-eun-hye/> 18 Ibid.
in a year is a true testament to Yoon Eun Hye’s marketing power.19
“Yoon Eun Hye certainly has the Midas touch, also known by fans as
the YEH Effect,” the writer concluded.
” The writer
further wrote in awe of the said feat.
Additionally, it’s been shown that Yoon Eun Hye has real impact on
consumers. Also in the article, a recent survey of 328 alopecia patients from the
Lee Munwon Clinic, when asked “which TV CF of 2009 left you with the deepest
impression?” – 78.9% of respondents chose the Ryeo shampoo CF (commercial)
featuring Yoon Eun Hye.
20
On the other hand, an article which appeared in The Luxe Chronicles
entitled “L'Oreal and the Perils of Celebrity Product Endorsements” is a perfect
example of the bad effects of celebrity endorsement.
21
19 Ibid. 20 Ibid.
The article is about French cosmetics giant L’Oreal and Girls Aloud singer
and X Factor judge Cheryl Cole. L’Oreal hired Cheryl Cole to front their Elvive
Full Restore shampoo and conditioner range, but they did not consider the fact
“that her luscious locks may in fact be attributable to artificial hair extensions and
therefore impervious to the effects of the company's products. As a result, they
have many U.K. consumers crying foul and rightfully so.”
21 The Luxe Chronicles. L'Oreal and the Perils of Celebrity Product Endorsements. November 2009. The Luxe Chronicles. 14 January 2011 <http://www.theluxechronicles.com/the_luxe_chronicles/2009/11/loreal-and-the-perils-of-celebrity-product-endorsements.html>.
Disclaimers were inserted in the advertisements. “The television
commercial featuring the singer contains a message stating that her hair is
“styled with some natural extensions”, it remains on screen for fewer than two
seconds of its 30-second duration. The print ad contains a disclaimer in
characters measuring just 2mm high.” L'Oreal maintains that while Cole's
lustrous mane contains extensions made of human hair, they argue that such
extensions are cared for in the same way as natural hair suggesting that their
product claims are therefore perfectly valid. The U.K. Advertising Standards
Authority (ASA) has so far rejected a number of complaints regarding the
misleading nature of the adverts concluding that the disclaimer about Cole’s hair
extensions was “clear and legible”.
Unfortunately for them, Cole's hairdresser Julien Guyonnet has now come
forward and contradicted the statement suggesting that her extensions are in fact
derived from artificial fibers. More importantly, many consumers are speaking out
and voicing their displeasure at just how far brands can go in their advertising
claims and still be within the legal confines of regulations governing advertising
standards.
Part of the problem is that like so many celebrity figures, even the most
intimate details of Cole's private life (including her husband's marital infidelities
and her grooming preferences) are routinely dissected by British tabloids for the
reading pleasure of her legions of fans among whom her hair extensions are
apparently common knowledge. It becomes rather difficult for a brand to
13
subsequently hide behind a weak disclaimer when their brand ambassadors are
subjected to this level of scrutiny.
Interestingly, Cole's image does not seem to have been adversely affected
by the controversy with many speaking out in her defense. Rather, it is L’Oreal’s
corporate image that's taking a hit. After all this, one has to wonder whether her
endorsement (which most likely did not come cheap) lived up to the brand's
trademark tag line and was indeed worth it.
Foreign Studies
Brad and Angelina, Tom and Katie, Nick and Jessica - it seems people
can’t get enough of hearing about the gritty details of celebrities’ lives. 22
The article “A New Age Of Celebrity Worship: Experts Dissect The Good,
The Bad, And The Ugly Of Being A Fan” which appeared in the website of CBS
News explored and analyzed the psychological implications of being a fan.
23
"You have a confluence of forces coming together in technology and the
media to make it happen and it's worldwide and it's multiplying like lice," says
Stuart Fischoff, Ph.D., spokesman for the American Psychological Association
It's called being "star struck," and it's a phenomenon that is not only bigger
than life - it's bigger than ever.
22 Christine Lagorio. A New Age Of Celebrity Worship, Experts Dissect The Good, The Bad, And The Ugly Of Being A Fan. CBS News. 14 January 2011 <http://www.cbsnews.com>. 23 Ibid.
14 January 2011 <http://www.merriam-webster.com/influence>.
Merriam-Webster Online Dictionary.
—. "Respondent."
14 January 2011 <http://www.merriam-webster.com/purchase>.
Merriam-Webster Online Dictionary.
—. "Shampoo."
14 January 2011 <http://www.merriam-webster.com/respondent>.
Merriam-Webster Online Dictionary.
The Luxe Chronicles.
14 January 2011 <http://www.merriam-webster.com/shampoo>.
L'Oreal and the Perils of Celebrity Product Endorsements.
November 22 2009. 14 January 2011 <http://www.theluxechronicles.com/the_luxe_chronicles/2009/11/loreal-and-the-perils-of-celebrity-product-endorsements.html>.
68
Jerome C. Estepa
Block 5 Lot 3 Evergreen Subdivision 2nd Street Barangay Pasong Tamo Tandang Sora, Quezon City 1107 Mobile No.: +63-905-3343-065 [email protected] Educational Background
Tertiary
Polytechnic University of the Philippines Mabini Campus, Sta. Mesa, Manila Bachelor in Advertising and Public Relations 2009-present Polytechnic University of the Philippines CEAFA, Pureza, Sta. Mesa, Manila Bachelor of Science in Computer Engineering 2007-2009
Secondary
La Union National High School – Special Science Class Catbangen, San Fernando City, La Union 2003-2007
Primary
Saint James College of Quezon City Mindanao Avenue cor. Tandang Sora Avenue, Quezon City 1997-2003 Personal Data Birthdate: September 12, 1990 Birthplace: Dr. Jose Fabella Hospital, Santa Cruz, Manila Status: Single Religion: Roman Catholic Father’s Name: Porfirio A. Estepa Occupation: Retired Technician Mother’s name: Delia C. Estepa Occupation: Store Owner
Mobile No.: +63-915-2402-648 [email protected] Educational Background
Tertiary
Polytechnic University of the Philippines Mabini Campus, Sta. Mesa, Manila Bachelor in Advertising and Public Relations 2009-present Polytechnic University of the Philippines CEAFA, Pureza, Sta. Mesa, Manila Bachelor of Science in Computer Engineering 2007-2009
Secondary
Primary
Personal Data Birthdate: Birthplace: Status: Single Religion: Roman Catholic Father’s Name: Avelino Flores Occupation: Self-Employed Mother’s name: Blessila Flores Occupation: Dressed-Duck Vendor
Block 25 Lot 46 Celina Homes 2 Deparo, Caloocan City Mobile No.: +63-926-3135-739 [email protected] Educational Background
Tertiary
Polytechnic University of the Philippines Mabini Campus, Sta. Mesa, Manila Bachelor in Advertising and Public Relations 2009-present Polytechnic University of the Philippines CEAFA, Pureza, Sta. Mesa, Manila Bachelor of Science in Computer Engineering 2007-2009
Secondary
Deparo High School Deparo, Caloocan City 2003-2007
Primary
Deparo Elementary School Deparo, Caloocan City 1997-2003 Personal Data Birthdate: Birthplace: Status: Single Religion: Roman Catholic Father’s Name: Roger Nazario Occupation: Overseas Filipino Worker Mother’s name: Teresita Nazario Occupation: Housewife