Teens Research Unlimited (TRU) proved it. For the majority of Filipino teens—imported brands wield no advantage over local ones. This was among the findings laid out in the first Philippine study by global youth research organization TRU (Teens Research Unlimited), a company under global leader in custom market research TNS.

Those top brands for Filipino teens: Bench, Nike and Adidas, as a teenager myself I observe that Filipino endorser has something to do with it as well. If you saw on Bench your favorite star wearing that cool outfit—you can’t help it but would want to have it too!

Especially that the prices there are much cheaper compared to other brands. And teens nowadays are becoming smart buyers. They don’t just buy a product because it’s economical or it’s trending or what else are—but because it’s of good-quality. Yes quality matters, a lot.

“Despite the Filipino teens’ having limited budget to spend, low price does not necessarily make any brand a shoo-in for their patronage,” explained Ming Barcelona, TNS Philippines Associate Research Director who is the local point person for TRU.

And also, the TRU Study: 2011 Philippines Teen Edition discovered that regardless of how society is evolving, Filipino teens still give importance to family (89%), religion/faith (86%) and personal well-being (84%). These findings transcend gender, age, economic status and geographic differences.

Although TV commercials and movies are of two different worlds of production—it’s amazing how director Paul Soriano does the nothing-like-each-other creations absolutely well.

I saw it all, from the two of his movies down to his TV commercials. As we experienced through our own set of television flooded with commercials every single day. And observably, our TV commercials nowadays have been improving. I mean, I can now say somehow our commercials are globally competitive, in terms of effects, concepts, and et cetera.

I don’t know if we have to thank Mr. Soriano for that, but I must commend all our directors for producing such commercials. If you haven’t read the article on the link I provided, here.
Director Paul Soriano’s directed commercials are those of Western Union, Skin White, Jollibee, Nestle, Nokia, Globe and Chevrolet.

Anyway, we obviously know the evident differences of movies from TV commercials. Yes, movies are longer, it’s a complete package of a story—meaning a story with complete context, and characters. Commercials however, more often than not, only endorse certain products or advertise campaigns and are shorter.

And both are treated competently and resourcefully by director Soriano. In which both of his poles apart productions, I must say, are undeniably—only one of its kind!

Have you ever experienced that while watching the commercial on the television, you feel like you’re having that seemingly last song syndrome? Wherein your mind can’t help but keep on playing that few words you heard on that funny commercial? It keeps on playing that it made you want to buy the product unconsciously?

That’s how powerful words are.

Anyway, in connection with the article (highlighted just above this entry, you could go on the link though) if you are a Filipino or say, if you’re out of the country yet still is a Filipino viewer. I bet it a hundred percent the “Sobrang Cheesy!”—the Greenwhich Cheesy Campaign—rings a bell on you. Or am I just right?

Well, if you’ll ask me I encounter this phenomenal cheesy line almost everywhere.

You see people who we’re being real sweet and you hear others shouting “Sobrang Cheesy!” Which means it won the empathy of every Filipinos—yes, just Filipinos—since most of us are sensitive and emotional, I guess. But if you’ll going to research the meaning of it on American language, cheesiness would mean as something as an overly exaggerated moment, or a real lame jiffy. Compared to the meaning denoted by Greenwhich Cheesy Campaign, that cheesiness is something sweet and something of a friendship love or what else is.

The marketing strategy of this Cheesy Campaign of Greenwhich really is out of the norm of the Philippine media, I presume. Since, if you’re going to try to make an analysis of every commercial aired on our National TV most of it would only demands for the hearts of the masses—and when I speak of masses majority of it would be the underprivileged, yes the financially challenged Filipinos. I know you’re well aware of different brands of foodstuff advertising their products practically on how you could be quick-witted by making that noodles a dish on your table. And the others features songs and melodies, animations, and any other slogans intended to be striking and memorable.

With the major goal of every advertisement to influence brand-attitude formation by conveying to the consumer a specific concept—I must commend this tagline for venturing in jeopardy, unafraid to change the average Filipino commercial on our televisions. And it’s significant that every advertisement involves its viewers on its program.

When it’s true that the Philippine Association of National Advertisers (PANA) is still on an undertaking for global competence—it’s apparent that its 52 years endeavor to transform its member advertisers thrives and it even unites the users of advertising all over the country.

PANA is a non-profit, non-stock organization and a campaigner of Filipino values. It has a current 300 member local companies at hand. And it keeps on shaping its member-companies global competence while promoting positive Filipino values.

Actually, it even launched PANATA Awards three years ago to boost the spirit of its members. And on its 3rd year last 2011, it launched annual recognition program for outstanding marketing communication materials or campaigns. With its hit on: creative infusion, technical to-do, trendy marketing and multi-media placements and sales targets—it encourage every members to show the world our unique values.

PANATA awards champions traditional Filipino values expressed in marketing or advertising communications that include love of family, respect for elders, prayerful, philanthropy or generosity, volunteerism, hardworking or industriousness, prudence, love of country or heroism, adaptability, flexibility or resilience, humility, obedience, loyalty, reliability and honesty/integrity.

Because of the growth of digital media, PANA even venture its way to online advertising. Mobile: Marketing on the Go and Click! Online Advertising—PANA’s blended online course helps its members to sustain their engagement through effective marketing channels. While again, with its commitment to self-regulation.

In connection with its commitment to self-regulation, just last December 2011 together with Kapisanan ng Mga Brodkaster ng Pilipinas (KBP)—PANA adopted the provisions of the revised Consolidated International Chamber of Commerce (ICC) Code of Advertising and Marketing Communications (Source: Adobo Magazine). Wherein with a newly revised code of global marketing practice PANA members will be protected from its online behavioral targeting of advertising (OBA).

According to PANA President Jojo Ranjo [in adopting the ICC code] “PANA’s vision and mission are anchored on globally-aligned initiatives to promote self-regulation, as well as responsible and truthful communications. Our adoption and promotion of the ICC Marketing Code ensures that our member-companies and the advertising industry at large, remain attuned to face the current global challenges, particularly the fast-growing digital media and the greater consumer vigilance and awareness due to the wide adoption of the internet”.

PANA’s on a long way to go through. But proving that it’s now locally and globally recognized, I believe we can lift up our Filipino values globally anytime soon.