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.

4

This research entitled “Effectiveness of Shampoo Celebrity Endorsers on

PUP Senior Advertising Students: For Real or For Reel?” will undertake the

factors that influences the shampoo purchasing behavior of PUP senior

advertising students and analyze the effectiveness of shampoo celebrity

endorsers on the said group of respondents. The researchers want to find out

how effective celebrity endorsers on the shampoo purchasing behavior of PUP

senior advertising students and how close it is to the bigger picture provided by

previous researches.

The purpose of this study is threefold. It intends, first, to devise a

microscopic simulation of Synergy’s study. Second, it aims to present, analyze

and interpret the responses of the respondents. Finally, it concludes with a proof

or a disagreement with the findings of Synergy’s study.

With this research, the researchers aim to find out how influential celebrity

endorsers are in a more specific sense. Is this effect worth all the efforts? Is this

for real? Or for reel?

5

Conceptual Framework

This research employs the Input-Process-Output (IPO) model. This is the

most often used research paradigm for descriptive researches such as this.

The traditional manner of illustrating inputs, processes, and outputs is

shown below:

OUTPUT

Effectiveness of shampoo celebrity endorsers on PUP senior advertising students

PROCESS

Survey questions Open-ended and close-ended questionnaires

INPUT

Factors that influence the respondents' choice of shampoo

F

E

E

D

B

A

C

K

6

Hypothesis

As its hypothesis, the research “Effectiveness of Shampoo Celebrity

Endorsers on PUP Senior Advertising Students: For Real or For Reel?” asserts

that there is no significant difference between the effectiveness of shampoo

celebrity endorsers on the general public and on PUP senior advertising

students.

Statement of the Problem

This study endeavors to describe the factors influencing and the

effectiveness of celebrity endorsers on the shampoo purchasing behavior of PUP

senior advertising students. This research intends to answer following questions:

1. What are the factors that affect respondents’ shampoo purchasing

behavior?

2. How influential celebrity endorsements in the respondents’ shampoo

purchasing behavior?

3. What are the respondents’ top-of-mind shampoos and shampoo

celebrity endorsers?

4. What are the effects of endorsers on respondents’ lives?

5. Are these effects good or bad?

7

Importance of the Study

This study reflects the behavior of PUP senior advertising students. Thus,

this can be a model for the age bracket wherein this students are included, which

can be used by firms to better grasp the purchasing behavior of the said age

bracket.

Scope and Delimitations This study is focused on the effectiveness of celebrity endorsers. To make the

study controllable within a reasonable timeframe, this research covers endorsers

of shampoo brands and limits its respondents to senior advertising students of

the Polytechnic University of the Philippines only. The senior advertising students

included in this study are those from the main campus located in Santa Mesa,

Manila only. Senior advertising students from other campuses, sub-campuses

and extension branches other the one aforementioned, should there be such an

occurrence, is certainly not included.

8

Definition of Terms

Advertiser (ad’-vər-tīz-er) – noun - someone who gives public notice of;

someone who makes known through an agency of the press; an informer.8

Behavior (bi-hā’-vyər) – noun – anything that an organism does involving action

and response to stimulation.

9

Celebrity (sə-le’-brə-tē) – noun – a famous or celebrated person.

10

Effectiveness (i-fek’-tiv-ness) – noun – the extent of being successful.

11

Endorser (in-do rs’-er) – noun – someone who recommends (as a product or

service) usually for financial compensation <shoes endorsed by a pro basketball

player>.

12

Influence (in-flü’-ən(t)s) – noun – the act or power of producing an effect without

apparent exertion of force or direct exercise of command.

13

8 Advertise. 14 January 2011. <

PUP senior advertising students (pē-yu-pē sē’-nyər ad’-vər-tīz-ing stü’-dənt) –

noun – fourth year learners of the Department of Advertising and Public

Relations at the Polytechnic University of the Philippines.

http://www.merriam-webster.com/advertise>. 9 Behavior. 14 January 2011. <http://www.merriam-webster.com/behavior>. 10 Celebrity. 14 January 2011. < http://www.merriam-webster.com/celebrity>. 11 Effective. 14 January 2011. <http://www.merriam-webster.com/effective>. 12 Endorse. 14 January 2011. <http://www.merriam-webster.com/endorse>. 13 Influence. 14 January 2011. <http://www.merriam-webster.com/influence>.

9

Purchasing (pər’-chəs-ing) – gerund and past participial form of the verb

purchase – buying; obtaining something by any outlay of labor, time, sacrifice, et

cetera.14

Respondents (ri-spän’-dənts) - noun - one who maintains a thesis in reply; a

person who responds to a poll.

15

Shampoo (sham-pü’) – noun – preparation used for washing the scalp.

16

14 Purchase. 14 January 2011. <

http://www.merriam-webster.com/purchase>. 15 Respondent. 14 January 2011. <http://www.merriam-webster.com/respondent>. 16 Shampoo. 14 January 2011. <http://www.merriam-webster.com/shampoo>.

Chapter II

Review of Related Literature

Foreign Literature

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.

11

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>.

12

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

and professor emeritus of media psychology at the California State University at

Los Angeles.

Indeed, from the international mania of the New York Post's Page Six, to

increasing circulation of celebrity-driven publications like People, US, OK, and In

Style, to the cult star status of gossip reporters like Entertainment Tonight's Mary

Hart and the New York Daily News’ Rush & Malloy, there is no question that all-

things-celebrity have captured - and are keeping - our attention like never

before.

But what drives our endless fascination with celebrity worship? And more

important, can its enticing seduction ever be harmful to our health?

The answer, it seems, depends a lot on who is doing the worshipping -

and the reasons why.

"Like most things there’s a dimensional approach here; there are some

people who are fascinated by celebrities lives, but also involved in meaningful

activities and relationships in their own lives, and for these people star watching

is usually a harmless diversion," says Eric Hollander, M.D., professor of

psychiatry and director of the Compulsive, Impulsive and Anxiety Disorders

program at Mt. Sinai School of Medicine in New York City. 24

24 Ibid

For others, however, things don't go quite that way.

15

Hollander says there are an increasing number of us for whom the

fascination with celebrities is a substitution for real life - with the focus on a

celebrity replacing the focus that should be on our own lives. And that, he says,

is the point at which some folks begin to get into trouble.

Depression, anxiety, and a decrease in self-esteem are just some of the

documented problems that can result when we take the focus off our own lives

and instead focus all our energy on the life of a celebrity.

The theory behind how and why we come to worship celebrities (and why

some of us are more affected than others) is a pop-culture question almost as old

as pop culture itself.

In fact, experts say that as long as there have been those who pull ahead

of the crowd in fame or fortune, there has been a curious crowd wanting to

follow.

Fischoff, who has academically studied the cult of celebrity, says the very

need to find an idol and follow him is programmed into our DNA.

"What's in our DNA, as a social animal, is the interest in looking at alpha

males and females; the ones who are important in the pack," says Fischoff. We

are sociologically preprogrammed to "follow the leader," he says, and notes that

we are biochemical sitting ducks for the Hollywood star system; even the stars

themselves get caught up in the mystique. 25

25 Ibid.

16

"I know celebrities that are star struck by other celebrities - even major

politicians are more likely to sit up and take notice of an issue when a celebrity is

doing the talking. So this is clearly something that really is in our DNA," says

Fischoff.

However, the real issue may be that some of us clearly handle the impact

of that DNA better than others. That's precisely the finding of several studies that

helped establish the idea of "Celebrity Worship" as a recognizable mental health

problem for some.

In research published in the British Journal of Psychology, psychologists

established a "sliding scale" of celebrity worship - one in which the devoted fan

becomes increasingly hooked into the object of their attention, until their feelings

begin to resemble addiction.

In another study with more than 600 people, psychologists found that

about a third qualified for a condition they coined "celebrity worship syndrome" -

a condition wherein, at its most severe, the object of our worship becomes the

central figure in our lives.

"Information about the celebrity, or any little thing from their life, is like a fix

the worshipper must have - they are almost compelled to learn more, read more,

and know more. And it's nonending," says Long Island, N.Y., psychologist Abby

17

Aronowitz, Ph.D. Experts say some even begin to believe they have some

special connection to the celebrity.26

"The whole Hollywood spin machine works together to create images that

are impossible for any of us to live up to. They purposefully set us up to admire

and even covet something we can never have," says Aronowitz.

Not surprisingly, the study also found feverish fans are likelier to suffer

from anxiety, depression, and social dysfunction. And while the authors are clear

on the fact that being a fan does not cause you to be dysfunctional, they say it

can certainly increase your risk.

While our DNA may set us up for star worship, it's clear not everyone

takes it to the extreme. For those that do, Fischoff says the mania is, in a way, a

star-studded egg just waiting to hatch.

"A lot of these people who fall deeply into celebrity worship are just

abnormal pathology waiting to happen. The fact that it comes out in the form of

idolization of a particular celebrity is less important than recognizing the

pathology was there all along. And if it was not focused on a celebrity it would be

focused on something else, but it would still be there."

Aronowitz agrees, but also says the entertainment media is at least partly

to blame for creating the "monster" known as the celebrity superfan.

27

26 Ibid. 27 Ibid.

18

Then, she says, when we are completely vulnerable, they sell us the

image even harder - from headlines that titillate us with "celebrity secrets," to the

books, diets, cosmetics, foods, jewelry, and clothes that promise we'll be closer

to the ones we adore.

"There are fortunes being made by turning fans into victims, and all it

starts by creating that frenzy known as celebrity worship," says Aronowitz.

Ironically, however, almost as quickly as the media builds our celebrity

heroes, they break them via the increasingly growing practice of hanging a star’s

dirty laundry out for all to see. And it is this practice, says Aronowitz that can

have some very twisted and negative effects on fans.

"Prior to Marilyn Monroe, a star’s life was hidden from the public. But now,

instead of a glossy ideal, we see celebrity's ugly messes, including their drug and

alcohol abuse, which, for many who admire these people, translates into a very

dangerous message," says Aronowitz.

Indeed, a study published in the journal Lancet showed that adolescents

who viewed smoking in movies were more likely to begin the habit themselves.

Others have hinted the same may be true for drug and alcohol use, as well as

eating disorders such as anorexia, which can develop when fans try to emulate

the unrealistic low weights of their favorite stars.

Moreover, extreme copycat desires of some can even turn deadly, when

the one we worship takes - or loses - his or her life.

19

"Some, mostly young fans, can become so overwhelmed by the loss that

they themselves begin to believe their life is not worth living," he says. 28

"If you idolize someone for their accomplishments, and those

accomplishments spurn you on to make gains in your own life, then admiring a

celebrity can have a positive influence on your ambition, or even your mental

health," says Aronowitz.

While for some, celebrity worship can be unhealthy, experts say that for

most of us, it's a pleasant diversion that can actually improve our lives. This is

particularly true when the object of our interest sets a good example that helps us

strive to achieve our own ideals.

29

28 Ibid. 29 Ibid.

Indeed, many say that the popularity of Donald Trump's hit show The

Apprentice and his own new-found star status stemmed from the fact that both

he and the show provided a can-do attitude that inspired many young viewers to

move forward on their own dreams. This mirrors the success - and the feverish

fan base - for shows like American Idol, the Hollywood dream machine that

showcases fresh talent from around the country.

Experts say hero worship can yield even more positive results when

celebrities take to the streets with campaigns that encourage good health - and

ultimately help convince us to personally make changes in our own lives.

20

"Celebrities can have a positive influence on our life, with positive

messages. They can be very helpful in terms of increasing awareness and

decreasing stigma about many problems, including health problems, that might

otherwise not get the attention they need," says Hollander. 30

"In this respect, a celebrity can act almost like a support group - helping us

to see that life is OK, that I can do this, you can do this," she says.

Such was the case when Katie Couric launched her awareness campaign

about colon cancer, when Brooke Shields gave postpartum depression some

much-needed attention, or even when Michael J. Fox helped increase our own -

and our politicians' - interest in stem cell research.

31

30 Ibid. 31 Ibid.

Indeed, if there is a key to being a "healthy" fan, experts say it is in our

ability to enjoy what a celebrity brings to our life, without them becoming our life.

"If you can just have fun with it, if it's not replacing emotional connections

in your real life, then it's really all OK," Aronowitz concludes.

21

Local Literature

ABS-CBN Global’s article “Maja Salvador: All Grown Up And Ready For

The Big Leagues” narrates the experience and how it is to be an endorser.32

Nineteen year old Maja Salvador couldn't hide her excitement when we

asked how she felt when she first found out about her latest shampoo

endorsement. "Masaya, grabe ang laking trust nung binigay sa akin ng Sunsilk

para mag-endorse ng brand nila. Di ba ang dami daming artista tapos ako pa

yung nakuha. Wala akong masabi!" she humbly admits. The talented young

actress, who can be seen regularly on Kapitan Boom every Saturday is all about

work these days, despite being linked to a string of equally handsome young

guys like John Prats, Jason Abalos, and Carlo Aquino. Maja admits that it was

that kind of hardworking dedication that probably sealed the deal for her getting

her newest endorsement. "Siguro nakita nila sa akin na sobra akong matrabaho,

kasi lahat ng best ko binibigay ko sa trabaho," she shares.

33

Although she has always been admittedly kikay, Maja nowadays admits

reveals that being a multiple product endorser (hair products, flip-flipsflops,

cologne, and a fashion clothing brand) nowadays has also had has major effects

on how she carries herself. "Ngayon, mas gusto ko na lagi na ayos yung buhok

ko. Minsan gusto ko straight tapos minsan naman kulot. Pag nasa ASAP, gusto

32 ABS-CBN Global. Maja Salvador: All Grown Up And Ready For The Big Leagues. ABS_CBN Global. 14 Jan 2011 <http://www.abs-

cbnglobal.com/itoangpinoy/entertainment/showbiznews/tabid/136/articleid/1739/targetmoduleid/511/

default.aspx>.

33 Ibid.

22

ko kulot ako. Tsaka napansin ko ngayon na dapat terno lagi yung damit ko," she

gushes.

Local Studies

The study “Impact of Celebrity Endorsements on Overall Brand” discusses

how celebrities affect the business world as endorsers.

The modern world of marketing communication has become colorful and

inundated with advertisements, and it is hard to get noticed. It is an uphill task for

the designer of an advertising campaign to differentiate itself from others and

attract viewers’ attention.

Everyday consumers are exposed to thousands of voices and images in

magazines, newspapers, and on billboards, websites, radio and television. Every

brand attempts to steal at least a fraction of an unsuspecting person’s time to

inform him or her of the amazing and different attributes of the product at hand.

The challenge of the marketer is to find a hook that will hold the subject’s

attention. In helping to achieve this, use of celebrity endorsers is a widely used

marketing communications strategy.34

In this jet age, people tend to ignore all commercials and advertisements

while flipping through the magazines and newspapers or viewing TV. But even

then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity

endorsement in advertisement and its impact on the overall brand is of great

significance. In this process, the companies hire celebrities from a particular field

34 Ibid.

23

to feature in its advertisement campaigns. The promotional features and images

of the product are matched with the celebrity image, which tends to persuade a

consumer to fix up his choice from a plethora of brands. Although this sounds

pretty simple, but the design of such campaigns and the subsequent success in

achieving the desired result calls for an in-depth understanding of the product,

the brand objective, choice of a celebrity, associating the celebrity with the brand,

and a framework for measuring the effectiveness.

Companies invest large sums of money to align their brands and

themselves with endorsers. Such endorsers are seen as dynamic with both

attractive and likeable qualities and companies plan that these qualities are

transferred to products via marcom activities. Furthermore, because of their

fame, celebrities serve not only to create and maintain attention but also to

achieve high recall rates for marcom messages in today’s highly cluttered

environments.

Similarly every product has an image. The consumer tries to consume a

brand which has the maximum fit with his/her own personality/image. The

celebrity endorser fits in between these two interactions, where he tries to bring

the image of the product closer to the expectation of the consumer, by

transferring some of the cultural meanings residing in his image to the product.

“The model of Celebrity Endorsement”, is essentially based on the

theoretical framework of Classical Conditioning given by Pavlov.

24

Upfront, this seems like a very effective weapon in mature and saturated

markets, which differentiates products from those of the competitors by clearing

the clutter and reaching the consumer. But is the impact so significant, or are the

celebrities themselves adding to the clutter?35

Through this paper we primarily try to evaluate the impact of any celebrity

endorsement campaign on the brand by analyzing it through our “

Impact-

Analysis Framework” consisting of - brand, consumer and the celebrity as well as

the interactions between the Consumer - Endorser and Brand - Endorser. And

finally, is the investment in a celebrity commensurate to the returns earned by the

company?36

If the world were full of all wise men and all wise women; we would have

never heard of a term called “advertisement”. And then good products would

35 Ibid. 36 Ibid.

25

have found the right customers and grown to prosperity. Firms would have

worked out a mathematical formula to sell and succeed. But the buying process

isn’t rational; and so is this world.

Most people are die-hard movie and sport buffs; and this aspect of the

consumers has invited the concept of “Celebrity Endorsement” to the world of

advertisement. The purpose of this paper is to analyze the role of Celebrity

Endorsement in the process of brand-building by taking appropriate examples

from the advertising landscape.

Advertising started with the hawkers who used to call out their wares right

from the days when cities and markets first began. With this evolved a strategy

that tried to benefit from the emotional attachment of the admirers or the fans of

the celebrities; in the form of celebrity endorsement.

Paper tries to understand the process of consumer psychology and impact

of celebrity endorsement on the overall process of brand building. The in-depth

study of various models brings to light the complexities pertaining to celebrity

endorsement. A symbiotic model has been proposed to define: how to make

celebrity endorsement a win-win situation for both the brand and the brand-

endorser. “Brand” is the most valuable asset of any firm. Any thoughtless

adventure can be like the Sword of Damocles. It’s the “strong idea” of promotion

which is a more strategic means of brand-building; which can be an economical

alternative over celebrity endorsement.

26

This paper rifles through the concept of celebrity endorsement and

provides insights on what it is and how the increasing number of endorsements,

throw a valid question to the consumers. Is there a science behind the choice of

these endorsers or is it just by the popularity measurement? What are the

reasons which lead to impact of celebrity endorsement on brands?

Through research and analysis, this paper emerges with a 14-point model

which can be used as blue-print criteria and can be used by brand managers for

selecting celebrities, and capitalizes the celebrity resource through 360 degree

brand communication since our research proposes it as the foundation brick of

the impact of celebrity endorsement. Our study reveals that the impact of

celebrity endorsement is proportional to the 14 factors discussed in the model. 37

37 Ibid.

The success of a brand through celebrity endorsement is a cumulative of

the 14 attributes. Greater the score of the below greater are the chances of

getting close to the desired impact.

The general belief among advertisers is that brand communication

messages delivered by celebrities and famous personalities generate a higher

appeal, attention and recall than those executed by non-celebrities. The quick

message-reach and impact are all too essential in today’s highly competitive

environment.

27

We put forward certain ideas like ‘positioning by association’, ‘diminishing

celebrity utility’ and the Multiplier Effect which show the triangular relationship

between the brand, the consumer and the celebrity.38

However, the above might be too simplistic a solution for multitudes of

marketing problems in the real world. Hence to analyse how effective any

Celebrity Endorsement campaign is, we need to look at the various factors which

impact its success. Through this paper, we have developed an analytical

Now, despite the potential benefits derived from celebrity endorsements,

they increase a marketer’s risk manifolds and should be treated with full attention

and aptitude. A brand should be cautious when employing celebrities to ensure

promise believability and delivery of the intended effect. The growing importance

of mythical characters as celebrities and their sway over the target segments are

ample proof of public demand for icons to look up to. As the celebrities traverse

from a mere commercial presence to public welfare message endorsements, a

whole new dimension is added to this process and helps us in achieving a

holistic view of the impact which celebrities generate in every sphere and

segment through their well-versed endorsements.

Celebrities have also been in demand having succeeded in being effective

by rising above the clutter & grabbing the attention and focus of the consumer.

They also succeed in creating an aspiration in the minds of the consumer to

acquire what their favorite celebrity endorses.

38 Ibid.

28

structure called “Impact-Analysis Framework” comprising three main factors -

Brand, Consumer, Endorser and the interaction between Brand - Endorser and

Consumer-Endorser.

Further, we apply our framework to a series of celebrity campaigns to

gauge the reasons for the success and failures of each to check the validity of

our model. In our analysis, we also came across factors which have impacted

campaigns in very specific terms and hence cannot be generalized; to elucidate

the same, we have presented analysis of some of these unique cases which

have been marked by diverse outcomes.39

39 Ibid.

Chapter III

Research Methodology

This chapter of the study intends to explain the procedures undertaken in

this research. It aims to describe how this research is made. This chapter will

communicate about the research method, instruments used, respondents, data

gathering, and statistical treatment of the data in this study.

Research Method Used:

The descriptive method of research was employed in the study of the

effectiveness of shampoo celebrity endorsers on PUP senior advertising

students. This method is versatile, practical and suitable in identifying and

identifying current states.

Instrument Used:

The researchers utilized survey questionnaires to the PUP senior

advertising students.

Respondents:

The senior advertising students of PUP were the respondent in this

research. For a total of 180, there was an estimate of 36 students each class. To

make the research valid the researchers employed 105 respondents, 21 each

section.

30

Data Gathering:

Data were used, analyzed, and presented using tables and graphs with

corresponding description. In tables and graphs for the questions, the questions

were used as the title to standardize the data, making it more manageable.

Statistical Treatment of Data:

The researcher employed a statistical treatment for this research. For the

questionnaires and the survey questionnaires, the researchers treated and

analyzed the data using this formula:

P=�𝑓𝑓𝑁𝑁�100

Wherein P is the percentage, f is the frequency, and N is the number of

respondents.

48%

52%

Male

Female

Chapter IV

Presentation, Interpretation and Analysis of Data

This chapter presents the tabulation of the accumulated data gathered

from the respondents. It also includes the analysis and thorough descriptive

interpretation of the data gathered.

Table 1

Respondents’ Profile

Table 1.1

Distribution of Respondents According to Gender

This study concentrates on the gender distribution of the respondents.

Table 1.1 shows that the female outnumbered the males in this study.

There were 55 (52%) females and 50 (48%) males respectively.

Male 50 48%

Female 55 52%

TOTAL 105 100%

32

Table 1.2

Distribution of Respondents According to Section

This study focuses on how the respondents are distributed per section.

Table 1.2 shows that the five sections have equal distribution. The five

sections have 21 (20%) each.

The number of respondents is controlled to be equal. This is done to

secure the fairness and dignity of the research.

1D 21 20%

2D 21 20%

1N 21 20%

2N 21 20%

1S 21 20%

TOTAL 105 100%

20%

20%

20%

20%

20%1D

2D

1N

2N

1S

33

Table 1.3

Distribution of Respondents According to Age

This study centers on the age distribution of the respondents.

Table 1.3 shows that 20 (19%) of the respondents are 19 years old; 41

(38%) are 20 years old; 40 (38%) are 21 years old; 3 (3%) are 22 years old; 1

(1%) is 24 years old and 1 (1%) is 25 years old.

Most of the respondents are 20 years old with 41 (38%), followed by 21

years old, 19 years old, 22 years old, 24 years old and 25 years old respectively.

19 years old 20 19%

20 years old 41 38%

21 years old 40 38%

22 years old 3 3%

24 years old 1 1%

25 years old 1 1%

TOTAL 105 100%

19%

38%

38%

3%

1%

1%

19 years old

20 years old

21 years old

22 years old

24 years old

25 years old

34

Table 2

Distribution of Percentage According To What Influences Them

To Buy a Certain Shampoo Brand

This study reveals what influences the respondents to buy a certain

shampoo brand.

Table 2 shows that 81 (77%) of the respondents replied Quality, 18 (17%)

replied Endorsers, 6 (6%) replied Others when asked about what influences them

to buy a certain shampoo brand.

It shows that ‘Quality’, with 81 respondents (77%), is the most common

answer when asked about what influences them to buy a shampoo brand. This

Quality Endorsers Others Total

81 18 6 105

77% 17% 6% 100%

77%

17%

6%

Quality

Endorsers

Others

35

clearly discloses that, even of endorsers’ reach due to its public nature, quality of

the product is still the most influential factor when it comes to choosing a certain

shampoo brand. Not easily swayed by endorsers and their ads, this shows how

the market has gone wiser with the years that gone by.

36

Table 3

Respondents’ Answers About

The Definition of Celebrity Endorsement

This concentrates on the respondents’ definition of celebrity endorsement.

It reveals the understanding of the respondents about celebrity endorsement.

Table 3 shows that 40 (38%) of the respondents defined celebrity

endorsement as “Using well-known personality to promote products/services”, 44

(42%) as “Using famous personality to attract consumers”, and 21 (20%) as “A

strategy to help the product to be known.”

Using well-known

personality to promote

products/services

Using famous personality to

attract consumers

A strategy to help the product

to be known Total

40 44 21 105

38% 42% 20% 100%

38%

42%

20%

Using well-known personality to promote products/services

Using famous personality to attract consumers

A strategy to help the product to be known

37

This proves that, though they do not have the same answers, their

answers in essence are not far apart. This proves that they have full

understanding of the definition of celebrity endorsement and what it is all about.

38

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

This study centers on whether the respondents are influenced by celebrity

endorsers or not. It is a more general version question 2.

Table 4.1 shows that Yes got 46 (44%) and No got 59 (56%) when the

respondents. No garnered the most responses but only over a slight advantage.

Yes No Total

46 59 105

44% 56% 100%

44%

56%

Yes

No

39

This means that the respondents are still capable of believing the endorsers

when it comes to other products.

40

Table 4.2

Distribution of Respondents According To The Effects Of

Celebrity Endorsement In Their Lives

This study focuses on the effects of celebrity endorsement as deemed by

the respondents.

Table 4.2 shows that the respondents deemed “No effect” with 51 (49%),

“Push to buy” with 22 (21%), “Feels like a celebrity” with 32 (30%) as the effects

of celebrity endorsement in their lives.

“No effect” is the most common answer. This means that endorsers do not

cause much implication in the personal lives of the respondents.

No effect Push to buy Feels like a

celebrity Total

51 22 32 105

49% 21% 30% 100%

49%

21%

30%

No effect

Push to buy

Feels like a celebrity

41

Table 4.3

Respondents’ Reactions On Whether The Effects Of

Celebrity Endorsement Are Good Or Bad

This study contemplates on whether the effects of celebrity endorsements

are good or bad as reckoned by the respondents.

Table 4.3 presents that 64 (61%) answered Good and 41 (39%) answered

Bad. Good got the most number of responses. This implies that the respondents

are not affected by the bad effects of celebrities.

Good Bad Total

64 41 105

61% 39% 100%

61%

39%Good

Bad

42

36%

11%

23%

21%

2%7%

Sunsilk/Sarah Geronimo

Head&Shoulders/Manny Pacquiao

Head&Shoulders/Angel Locsin

Rejoice/Kim Chiu

Clear/Piolo Pascual

Palmolive/KC Concepcion

Table 5

Distribution Of Respondents According To The Celebrity Endorsers

And Shampoo They Know

This study tackles the celebrity endorsers and shampoo brands known to

the respondents. It seeks to find the top-of-mind pair.

Table 5 reveals that 38 (36%) chose Sunsilk/Sarah Geronimo, 12 (11%)

chose Head&Shoulders/Manny Pacquiao, 24 (23%) chose

Head&Shoulders/Angel Locsin, 22 (21%) chose Rejoice/Kim Chiu, 2 (2%) chose

Clear/Piolo Pascual, and 8 (7%) chose Palmolive/KC. Concepcion. Sunsilk/Sarah

Geronimo led because of Sarah’s good personality. She is deemed by the

respondents as someone to emulate and look up to.

Sunsilk/Sarah Geronimo 38 36%

Head&Shoulders/Manny Pacquiao

12 11%

Head&Shoulders/Angel Locsin

24 23%

Rejoice/Kim Chiu 22 21%

Clear/Piolo Pascual 2 2%

Palmolive/KC Concepcion

8 7%

Total 105 100%

43

47%

53%

Yes

No

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

This study embarks upon the believability of celebrity endorsers as

perceived by the respondents.

Table 6.1 shows that 56 (52%) do not believe on celebrity endorsers while

49 (48%) do. This means that the respondents are not influenced by the

endorsers because they believe them.

Yes No Total

49 56 105

47% 53% 100%

44

Table 6.2

Respondents’ Replies On Why They Believe Celebrity Endorsers

This study ponders on the reasons why respondents believe celebrity

endorsers.

Table 6.2 discloses that 29 (59%) of the respondents who said Yes said

“Tried and tested” was their reason for believing in celebrity endorsements. 15

(31%) said it was “Trusted and credited” and 5 (10%) said it was “Reliable and

believable”.

This shows that, playing a vital role to the success of the present

endorsement, the previous endorsements of the endorsers matter to the

Tried and tested Trusted and

credited Reliable and believable

Total

29 15 5 49

59% 31% 10% 100%

59%31%

10%

Tried and tested

Trusted and credited

Reliable and believable

45

respondents. They equate the number of good endorsements with

trustworthiness.

46

Table 6.3

Distribution Of Respondents According To The Reason

Why They Do Not Believe Celebrity Endorsement

This study revolves on the reasons why respondents do not believe

celebrity endorsers.

Table 6.3 reveals that 16 (29%) of the respondents who said No said

Unbelievable was their reason for not believing in celebrity endorsement, while

40 (71%) said it was Scripted.

This signifies that the respondents don’t buy impossible advertisements,

even if it concerns their favorite endorser. They go for the unscripted, testimonial-

Unbelievable Scripted Total

16 40 56

29% 71% 100%

29%

71%

Unbelievable

Scripted

47

type of celebrity endorsement. The more scripted the endorsement becomes, the

more they do not believe it.

48

Table 7

Respondents Replies On Whether They Consider Celebrity Endorsers

As The Brands Themselves Or Not

This study concentrates on whether respondents associate endorsers with

the brand.

Table 7 shows that 44 (42%) of the respondents do associate endorsers

with the brands, while 61 (58%) do not. This proves that endorsers do not create

an image in the minds of the respondent and thus does not help in generating

brand recall. Finally, this means that endorsers do not really serve as markers or

personifications of the brands they are endorsing.

Yes No Total

44 61 105

42% 58% 100%

42%

58%

Yes

No

49

Table 8

Distribution Of Respondents According On Whether Celebrity Endorsers’

Real Life Actions Affect Their Shampoo Buying

This study undertakes the respondents view on whether celebrity endorsers’ real

life actions affect their shampoo buying.

Table 8 discloses that 68 (65%) of the respondents are not affected by the

real life actions of the celebrity endorsers, while 37 (35%) said they are. This is

evidence that the respondents have a relatively low tendency to be affected by

the endorsers’ private lives. They are very unlikely to react extremely to whatever

news they hear about celebrities.

Yes No Total

37 68 105

35% 65% 100%

35%

65%

Yes

No

Chapter V

Findings, Conclusions, and Recommendations

This chapter provides the highlights with important findings, judged

conclusions and possible recommendations.

FINDINGS

Part 1. Respondents’ Profile

The respondents is composed of 50 (48%) male and 55 (52%) female

equally distributed among the five sections with 21 (20%) respondents each.

They come from ages 19 (20, 19%), 20 (41, 38%), 21 (40, 38%), 22 (3, 3%), 24

(1, 1%), and 25 (1, 1%) years old respectively.

Part 2. Research Proper

1. The researchers found out that the respondents are influenced by Quality:

81 (77%), Endorsers: 18 (17%), and Others: 6 (6%).

2. The researchers found out that 46 (44%) of the respondents consider

celebrity endorsements influential while 59 (56%) do not consider it

influential.

3. The researchers discovered that Sunsilk/Sarah Geronimo (38, 36%),

Head&Shoulders/Manny Pacquiao (12, 11%), Head&Shoulders/Angel

Locsin (24, 23%), Rejoice/Kim Chiu (22, 21%), Clear/Piolo Pascual (2,

51

2%) and Palmolive/KC Concepcion (8, 7%) are the top-of-mind shampoo

brands and endorsers respectively.

4. The researchers found out that No Effect (51, 49%), Push To Buy (22,

21%) and Feels Like a Celebrity (32, 30%) are the effects of endorsers on

respondents’ lives.

5. The researchers found out that 64 (61%) thinks that these effects are

good while 41 (39%) consider these effects bad.

52

CONCLUSIONS

Part 1. Respondents’ Profile

There are more female than male corrsepondents. Also, there are 21

respondents each section. Finally, there are more 20 years old than 19, 21, 22,

24 and 25.

Part 2. Research Proper

1. The respondents are influenced more of Quality than Endorsers and

Others.

2. The respondents do not consider endorsers influential.

3. Sunsilk/Sarah Geronimo (38, 36%) is the top-of-mind shampoo brand and

endorser.

4. More respondents are not affected by the endorsers.

5. The effects of celebrity endorsers on the respondents’ lives are good.

53

RECOMMENDATIONS

1. Improve product quality before mapping out a celebrity endorsement plan.

2. Draw a clearer line on what can be considered celebrity endorsement and

what cannot.

3. Research more on the possible particular effect of celebrities to ordinary

people.

4. Find the right personality for your brand. Never hire someone not

compatible with your image.

5. Do not be too scripted. Use a more realistic endorsement plan.

6. Involve the endorsers in other brand campaign. Associate the endorser

more with the brand. Maximize all possibilities.

7. Employ endorsers with good personality. Pick someone who does not

have too many issues.

54

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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 ardenteau@gmail.com 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

69

Kris Catherine D. Flores

Mobile No.: +63-915-2402-648 tetahlovesunderground@yahoo.com 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

70

Kim Angelo I. Nazario

Block 25 Lot 46 Celina Homes 2 Deparo, Caloocan City Mobile No.: +63-926-3135-739 ardenteau@gmail.com 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