According to the yearend (2009) issue of Adobo magazine (The Word on Advertising), in a survey conducted late last year by Synergy Business Consultancy among 1,000 males and females aged 15 to 60 from all socio-economic levels in Metro Manila, seven out of 10 said they purchased a product because of a celebrity endorser.
Adobo quoted JJ Henson, creative director of Publicis Manila, as saying, “Sometimes celebrities become the brand, and when something bad happens to the celebrity, the brand suffers.” That’s the risk advertisers have to take.
Adobo lists the following as The Top 10 Credible Endorsers:
• Manny Pacquiao, 47 percent
• Vicki Belo, 34 percent
• Ruffa Gutierrez, 33 percent
• Marian Rivera, 33 percent
• Mel Tiangco, 22 percent
• James Yap, 22 percent
• Melanie Marquez, 21 percent
• Korina Sanchez, 20 percent
• Manny Calayan, 20 percent
• Mike Enriquez, 19 percent
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