THE EFFECTITVITY OF WHITENING SOAP TV COMMERCIALS AMONG UMak STUDENTS

An undergraduate thesis proposal to the Center for performing and Digital Arts University of Makati Makati City

In partial fulfillment to the requirements for the degree of Integrated Major in Broadcast Arts

By:

Katherene B. Bustarga Ma. Charlotte C. Payongayong Martin Russel A. David

March 2011

CHAPTER 1

THE PROBLEM AND ITS SETTING

INTRODUCTION

For the longest time, TV ads have always been alongside television. All sorts of products are seen on our TV screens every day. Food, clothing, cars, housing loans, beauty products, etc, you name it, its sure to be on TV. The line Ebony to Ivory made sense when we saw Actress/Comedienne Jinky Oda a few months ago on an advertisement she did for a Whitening product. The transformation she had was astonishing. You would hardly recognize her with the change that she had undergone. Ever since we could remember, women all over the world have endlessly tried to become beautiful in their own specific way. People-especially women always seem vain about their hair, the way they dress and present their selves in front of others and with their complexion. Some think that being tan is beautiful, while others prefer to be fairer with the complexion. And the number of women, who are in need of such products, seems to increase in such haste. Somehow, people have grown to believe that if you have long hair, slim body and fair complexion, youre beautiful. Its probably most celebrities have the same features stated in the latter. But who ever dictated that beauty is to be put to a standard.

And with this study, the researchers will be motivated to finally distinguish the source or factors that moves the consumer-specifically UMak college students to buy and use whitening facial soap products. (http://www.unpac.ca/economy/consumers.html)

BACKGROUND OF THE STUDY

Ever since we could remember, TV Ads have always been a part of TV viewing. Its almost as if TV will not be complete with commercials. But when exactly did TV ads first made their way in our TV screens? It was in the late October 23, 1953 that the television first aired in the Philippines. Though it is not certain when the first television ad aired in the Philippines, it is most certain that television ads have played a great role in the commercial world of business. This study aims to distinguish the source or factors that moves the consumers; particularly the UMak students, to purchase and use Facial Whitening Products.

And with this study, the researchers will be motivated to finally distinguish the source or factors that moves the consumer-specifically UMak college students to buy and use whitening facial soap products.

STATEMENT OF THE PROBLEM

This study intends to identify the motivation of UMak college students to purchase and use whitening facial soap products. To attain this goal, the following specific problems were addressed in this inquiry:

1. Who among the UMak students use Whitening face products? 2. What is the awareness level of UMak students on Whitening facial soap TV Commersials? 3. What recommendation can they- the students- give to make the TV commercial effective? 4. Did the TVCs motivated/demotivated to purchase the product? 5. What elements of the TVCs motivated/demotivated them to buy the product? more

HYPOTHESIS

1. Television Commercials on Whitening Soaps have no significant effect on the purchasing of Whitening Soap products.

2. Television Commercials on Whitening Soaps have a significant effect on the purchasing of Whitening Soap products.

SIGNIFICANCE OF THE STUDY

The study is significant to the following:

To the students For the awareness of the consumers as to why they seem to rely so much on beauty products to build their self esteem.

To the advertisers For the focus on which element of an endorsement they should lay their eyes upon to fully embrace the consumers need for self-satisfaction.

To the researchers To further enhance their knowledge as to how a specific group of people respond to television advertising.

THEORETICAL FRAMEWORK

Input-Throughput-output model proposed by Rev.Fr.Paul P. Zwaenepoels system approach from the Gratification theory on how to satisfy the individual needs. *Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking what people do with media rather than what media does to people (Katz, 1959) . It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification. (Katz, E., Blumler, J. G., & Gurevitch, M. 1974) It is an audience-centered approach. When an audience actively seeks out media, they are typically seeking it in order to gratify a need. For example, in social situations, people may feel more confident and knowledgeable when they have specific facts and stories from media to add to conversation. By seeking out media, a person fulfills a need to be informed.

CONCEPTUAL FRAMEWORK

INPUT: THROUGHPUT: OUTPUT:

Material Resources The Processing Stage Action to be taken or strategies

(http://en.wikipedia.org/wiki/Uses_and_gratifications_theory)

TV COMMERCIAL

Input

Throughput

ADVERTISING STRATEGY

Output MOTIVATED CONSUMER TO BUY THE PRODUCT

Figure 1.features the paradigm of Zwaenepoels system approach that makes use of the Input-Throughput-output model. *In this Illustration, the Input refers to the actual material that is intended to stimulate a certain action to be assessed with the use of the throughput; which is the processing stage and lastly, the output, which is the expected result or outcome upon undergoing the input and the throughput process of the figure.
(http://en.wikipedia.org/wiki/Uses_and_gratifications_theory)

SCOPE AND LIMITATION

This study is limited to the students of University of Makati, all from 1st years up to the 4th year students of the University. The study includes whitening facial soaps with no further regards to the brand name.

As future practitioner of the broadcasting world, the researchers prefer to conduct the study on a vicinity of easy access with regards to the respondents. The researchers wish to ask the reasons behind the motivation as to why students purchase such products.

The students of the University were the chosen respondents, with them being one of the biggest consumer of the said product. Therefore, the groups of respondents were carefully selected for the study, with them being consumers of the product itself.

DEFINITION OF TERMS

CONSUMERS Include all individuals who purchase whitening products with regards to the study. EFFECTIVITY is defined as the well anticipated result leading to self satisfaction or disappointment. RESPONDENTS include all participating individuals who took part in the making of the said study. MOTIVATION is defined as the means of being urged to do, buy or undergo something. PRODUCT is any material object or substance that is to cater to any individuals own needs.

CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES This chapter starts with a brief introductory paragraph concerning the researchers exploration of related literature and studies on the research problem. It states the main coverage of said chapter. RELATED STUDIES

I.

SYNTHESIS OF REFERENCES FROM FOREIGN SOURCES

According to Kathy Wakefield, a woman working with local ad agency. The Hughes Group, women today make eighty percent of total purchases, making them the largest consumer group. Advertisers are realizing this fact and trying to advertise products and services to more women. Most advertisements directed at women portray women as sophisticated, intelligent consumers who make the important buying decisions in their households. In contrast, beauty advertising, for the most part, disregards the idea of women as sophisticated, intelligent consumers and instead uses insecurity and sex appeal to sell products.

II. SYNTHESIS OF REFERENCES FROL LOCAL SOURCES In the Philippines, manufacturers and advertisers are eager to tap into the youth market, especially when it comes to personal care products. After all, the youth market is huge. In 2009, about 67 percent of the population was under 25; 15-24 year olds made up almost 20 percent. Also, such as cosmetics, hair care, and beauty products do better with youth who are increasingly savvy, product-aware, and more willing to pamper themselves RELATED LITERATURE

I. SYNTHESIS OF REFERENCES FROM FOREIGN SOURCES

According to Professor PhD Ioan PLIA of Babes-Bolyai University of Cluj-Napoca in Romania that Famous people (sportspeople, actors, singers, movie and TV stars etc.) are used as endorsers in a number of ads.Though cooperation with a celebrity causes the increase of advertising expenses I may also bring about the increase of companys market value (Agrawal, Kamakura, 1995).

(http://www.unpac.ca/economy/consumers.html)

-http://www.mediaawareness.ca/english/resources/educational/handouts/advertising_marketing/mtt_advertisi ng_strategies.cfm

Figure 2. Illustrates which Advertising Component, in this case the Endorser, is the most effective endorser when it comes to advertising.

(http://www.mediaawareness.ca/english/resources/educational/handouts/advertising_marketing/mtt_advertisi ng_strategies.cfm) (http://www.thepoc.net/thepoc-features/health-and-wellness/health-and-fitnessfeatures/5271-skin-whitening-obsession-craze-philippines.html)

SYNTHESIS

Filipinos obsession with fair skin is undoubtedly a cash cow. There are different kinds of whitening products in the market today that guarantee lighter skin after regular use. At the supermarket, there is a whole section devoted to all products that whiten. There are whitening soaps, lightening facial creams, astringents and body lotions. Whitening soaps, with prices ranging from P30 to P100, are probably the most common whitening products available in the market today. Papaya soaps are said to be gentler to the skin because of its natural components. However, there are some people with sensitive skin that cannot tolerate papaya soap. Some soaps with glutathione components claim to eliminate dead skin cells and other skin blemishes while gently lightening skin tone through mild exfoliation. Whitening facial creams focus on lightening uneven skin tone and discoloration such as freckles, pigmentations and age spots. Such creams claim to have SPF to protect the skin from the suns harmful rays. Whitening astringents, toners and exfoliants often contain hydroquinone (HQ) as the whitening ingredient. Glutathione capsules are very popular in the Philippines. Many Filipinos have joined the glutathione bandwagon because of its dramatic lightening effect on the skin. Glutathione capsules are primarily antioxidants that helps rid the body of free radicals or toxins and helps boost the immune system. Lightening of the skin is only a secondary effect or, in other words, a side effect. Celebrity endorsers such as Jinky Oda and Regine Tolentino amplify the demand for glutathione whitening.

(http://www.thepoc.net/thepoc-features/health-and-wellness/health-and-fitnessfeatures/5271-skin-whitening-obsession-craze-philippines.html)

CHAPTER III

PRODUCTION CONCEPT

A. Objectives: a. To distinguish the elements affecting the success of a whitening facial soap product TV commercial b. To determine the impact of a TV commercial on a whitening facial soap products success in the market. c. To point out which whitening facial soap commercial element contributes the most that helps sell the said product. d. To determine whether a whitening facial soap product has an impact on a consumer to buy the said product.

B. Production Title and Theme: a. Title: b. Theme: determining factors contributing to a facial whitening soaps impact on the viewers/ consumers to buy the product.

C. Production Framework a. Pre-Production *Determining the topic: In determining the topic for the documentary, the researchers took a second look back towards the first two chapters of this research paper. The researchers have carefully thought out the specifics of the research in pointing out the exact details as to what the true topic of this study is. It has come to the point to which the topic the researchers have come up with is as follows:

1. To determine the factors/ elements of whitening facial soap TV commercial. 2. If a whitening facial soap TV commercial has an impact on consumers that motivates consumers/ viewers to buy whitening facial soap products.

*Researsch: In the research process of this study, the researchers have decided to use the following methods in gathering data with regards to the study:

1. Make a Documentary with regards to Whitening Facial Product Commercials. 2. Research up to date information gathered through interviews, data scavenging through the internet.

b. Production *Shooting: Most of the shoots done in the documentary were within the campus itself. Though the interview with Mr. Pineda was done in an entirely different location, this was due to the interviewees choice of venue for his interview.

*Paper Works: Most of the paper works used by the researchers in this study was the script an dat gathered the previous weeks prior to the shoot itself. Other than that, nothing more was used to the point of the process making of the documentary. c. Post Production 1. Finalization of the term paper. With the necessary video materials and research data in place, the researchers have now come together to finalize sum up all the necessary things to complete the said study. A little adjustment here and there with the arrangement

of the studys paper. Everything else went pretty well and easy as the research draw near to its finish. 2. Editing. With the editing part for the documentary, the researchers sought the help of digital arts student from the University of Makati as well. The researchers handed over the script to the editor to make it easier for him to edit the said documentary accordingly.

D. Shooting Script Audio-Visual Script VISUAL Stand-upper on screen AUDIO Stand-upper: Sa panahon ngayon, ang panunuod ng telebisyon ay hindi na kumpleto kung hindi ka makakapanuod ng mga patalastas ng samut saring mga produkto. At isa sa mga produktong dominante sa pag-e-endorso sa telebisyon ay ang mga Pampaputi ng mukha o Whitening Facial Soaps. Mula Dove, Loreal, Olay, at madami pang ibang produkto na nakikita sa ating mga telebisyon, walang dudang ang pagnanais ng mga tao na pumuti ang kanilang mga mukha ay tumitindi na. Ngunit ang tunay na tanong, tunay, nakaka-apekto nga ba sa desisiyon ng mga konyumer na estudyante kung bibilhin nila nag isang produktong pampaputi na kanilang nakita sa telebisyon? S.U.: Nanunuod ka ba ng TV? Interviewees answer. S.U.: gumagamit ka ba ng pampaputi sa muksha or Facila Whitening product?

Quick shot of a Ponds TVC Quick shot of a Loreal TVC Quick shot of an Olay TVC Stand-upper on Screen

Interviewees answer. S.U.: anong patalastas ng isang pampaputing produkto ang napanuod mo? Students( Interviewees on screen) Interviewees answer. S.U.: pagkatapos mong panuorin ang nasabing patalastas sa telebisyon, masasabi mo bang naingganyo kang bilhin yung produkto sa nasabing patalastas? Interviewees answer. S.U.: sa tingin mo aling element ng nasabing patalastas ang nagdulot sayo ng malaking impak upang bilhin mo ang nasabing produkto? Interviewees answer. Interviewee(Mr. Pineda) on screen INTERVIEWER: Ano-ano ang inyong mga isinasa-alang-alang sa paggawa ng mga whitening soap product commercials? INTERVIEWEEs Answer INTERVIEWER: Paano ninyo nalalaman na nagging epektibo ang isang commercial na inyong nagawa? INTERVIEWEEs Answer INTERVIEWER: Sa panahong ito, anong elemento ng isang commercial ang kinakagat ng mga tao o TV viewers? INTERVIEWEEs Answer INTERVIEWER: Sa tingin ninyo, malaki ba ang kontribyusyon ng Creative delivery ng isang commercial ang pagiging epektibo nito sa mata ng mga viewers? INTERVIEWEEs Answer

INTERVIEWER: Sa mga sumusunod na elemento ng isang TV commercial, alin sa mga sumusunod sa tingin nin yo ang may pinakamalaking nai-aambag sa pagiging epektibo ng isang commercial? a. Endorser( Person in the commercial) b. Delivery of the commercial c. Testimony of the Endorser d. Promised results of the product usage INTERVIEWERs Answer
CREDITS

E. Shot list a. Medium Shot of the Stand-upper b. Medium Shot of the Interviewees (Profile Shots) c. Establishing shot of the University of Makati

F. Prodcution Schedule a. February 02, 2011; 3:00p.m. Pre-Production planning. b. February 05, 2011; 10:00a.m. - Production Start and Interview with Mr. Pineda (advertiser), Power Plant Mall, Rockwell, Makati City. c. February 09, 2011; 3:00p.m. -Stand-uppers shoot at the University of Makati Grounds. d. February 15, 2011; 3; 00p.m. -onwards -Interview of the students from the University of Makati and end of Production. e. February 18-21, 2011- Post Production/ Editing.

G. Budget Proposal

Material Blank DVD Payment for the Video Editor

Quantity 1 1

Amount 20 pesos 300 pesos TOTAL= 320 pesos

CERTIFICATE OF THESIS ACCEPTABILITY

The thesis titled TV Commercials on whitening facial soaps and its

effectivity among UMAK college students, prepared by: Katherene B. Bustarga,

Martin Russel A. David and Charlotte C. Payongayong, in partial fulfillment for

the Degree of Bachelor in Integrated Arts Major in Broadcast Art, is hereby

recommended for acceptance.

________________________________ Ms. Cynthia Jose Professor

Acknowledgement

With the completion of the thesis shared by researchers, the researchers wish to express their appreciation to their efforts with the success of this work.

The researchers are gladly to thank the panelists for their time and effort. We would like to express our sincerest thanks to Ms. Cynthia Jose for her constant support, encouragement and inspiration.

Special thanks to our parents, who have provided all the patience, encouragement, and understanding.

A final Thank you to GOD ALMIGTHY who gave us all the strength and enlightenment that we needed in making this thesis possible. Without them, this paper would never have been completed.

By: The Researchers

CHAPTER V

SUMMARY OF THE STUDY, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of the study, Conclusion on the basis of

findings and the recommendation based on the findings and conclusion.

SUMMARY OF THE STUDY

The purpose of the study was to determine the effectivity of whitening facial soaps TV commercial among Umak students. It will answer the following questions:

1. Who among the UMak students use Whitening face products? 2. What is the awareness level of UMak students on Whitening facial soap TV Commersials? 3. What recommendation can they- the students- give to make the TV commercial effective? 4. Did the TVCs motivated/demotivated to purchase the product? 5. What elements of the TVCs motivated/demotivated them to buy the product? more

CONCLUSION OF THE STUDY

With the research conducted with regards to the said study, it is undeniable of what results have come to emerge as the study draws near to its end. The researchers have conducted a series of interviews both on and off the University of Makati. Included in the said interviews are a couple of students from the University of Makati and a few professionals that are in the field of advertising products and TV commercial endorsements. It has been revealed that Whitening soap commercials truly has an impact on it viewers and as to why those viewers buy the products that the said commercials seeks to advertise.

There were various reasons as to what truly motivated the consumer-students the whitening facial soap products upon watching each products TV commercial. From the price, to the endorser and even to the point od the commercials delivery and the products very content made and gave an immense impact on the viewers decision. And with this, the researchers have come to conclude that there is a significant relation as to why students from the University of Makati purchase whitening facial soap product upon watching a products TV Advertisement. RECOMMENDATION: People relate to other people. Putting people into your commercial can help draw your target audience in as opposed to a 30 second shot of your building's interior, exterior and the parking lot. You don't want your commercial to look hokey so you do want to be careful about having people waving at the camera or standing there smiling. Have them doing something that relates to your business so your commercial doesn't look like a photo that's come to life. Using celebrities on commercials is very effective. If youre planning to make an ad or television commercial, there are things that you should remember especially for whitening soaps. The needs and wants of the sets of expectations of the target market are the most basics ones. People wants to have white good looking skin so she get a boyfriend, to be successful. Theyre all the same. What makes it more effective is for you to study all the communications that are available and how to be different in the institution. First of all you have to strike the relevance. More important is how to make your institution different from the others and still striking the relevance. Its difficult to teach creativity its really up to your creative team how to strike that. The main key is for you to be recognized and be remembered. Creativity is the key but relevance is basic need.

CHAPTER IV RESULTS AND DISCUSSION

A. PRESENTATION OF DATA

VIDEO

AUDIO

Medium Shot Of Mr. Pineda

Martin: Anu-ano po iyong mga kino-consider

sa paggawa promotions?

ng

mga

whitening

soap

Mr Pineda: Not only sa paggawa ng whitening soaps. But in any communications for that matter pare-pareho lang ng kino-consider. Down muna to the basics. Una, kailangan mong iconsider kung sino ang iyong kakausapin. Lalo na kung whitening soap ang pinaguusapan there has to be a need for this people who use the whitening soap. So, for the most part based doon sa mga research na nakalap namin, for for communications kasi when I used to handle safeguard, marami ring kaming nainterview na mga babae at mothers kung ano iyong mga needs and wants nila sa soap. And especially sa pilipinas ang pagiging mapute medyo aspirational iyan dahil kasi nga by nature maitim tayo o kaya kayumanggi. Pagdating nman sa states gusto nila tan. Kanyan-kanyang needs and wants yan. A lot of it comes from a cultural aspirations dito sa pilipinas kapag maputi ka ibig sabihin medyo nakakaangat ka ng konti dahil obvious na naalaagaan mo iyong balat mo. Therefore nagmumuka kang mayaman. kaya nga sa glutamax soap ni Gretchen diba. para sa kutis mayaman so kinoconsider nila iyon. So, una mong iconsider kung sino kakausapin mo. With regard to whitening soap karamihan kakausapin mo masa kasi iyong mga masa gusto nila maging progressive buhay nila kaya nga marami silang tinitignang artista kasi gusto nilang maging kasing rangya ng buhay ng mga artista iyong buhay nila. One way of showing that is to have white skin. Pangalawa kung alam mo na kung sino kakausapin mo, dapat alam mo rin kung ano iyong gusto nila sa sabon. Kanya kanya kasi ng ano yan, minsan dalawa kasi iyong ano ng whitening soap eh, may natural tsaka scientific. Kaya nga may likas papaya tapos merong glutamax. Glutathione. Something that we digest its really meant for the liver tapos nagkakaron ng side effect dyan na pumuputi ung balat ng tao. Ito namang likas papaya is known to have natural

properties to whiten skin but really all it does is exfoliation so kapag nagexfoliate ung balat ibig sabihin kapag narurub mo ung balat mo kasi ung balat everyday nagkakaroon ng dead cells iyon. So natatanggal iyong layers. Kapag natanggal mo iyong deadcells. nagkakaron ng makainis iyong balat noon. So, iyon may mga tao na gusto iyong scientific iyong iba gusto ng natural o organic. Kailangan alam mo ung gusto nila. Un nga, knowing who you want to talk to and what you cant talk about. kung ano iyong issue nila for buying your product. Sometimes the issue is price masyadong mahal iyong produkto. So ano iyong dapat mong gawin.either gumawa kang sa sachet or gumawa ka ng promo na enticing people to buy it,and they will win something, kunyare paSPA. Para magkaron ng attraction. Iyong budget ng kliyente. kasi maski na gusto ng kliyente na mag-ano ng communications sometimes merong xang limited budget eh. So hindi siya pwede mag sabi na gusto ko ng tv commercial If you will come up with a tv commercial more or less lalo na ngayon kapag sinabing maputi kunyare ung commercial ni Gretchen you should hire somebody who can be as testimonial as what your product can do so pagkuha pa lang ng celebrity mahal na kagad un somebody like Gretchen will charge you around minimum of 2million. Talent mo cost of production tumatakbo ng 5 million tapos un pang mga media money mo kung san mo ilalagay a 30 senconder in a primetime would cost you about 250,000 per 30 senconder. Dapat meron xang ganung pondo tapos on top of tv meron ka pang my billboard and print add. Now yun nakaconnect doon sa kausap mong tao dapat alam mo ung media hobbits nia kasi malay mo ang kausap mong tao eh hindi naman nanonood ng tv saying lang pera mo kailangan yong kausap mong tao its all goes back to your target market. Target person. what does she do in her life that can actually fit in and take the opportunity to talk to her even for just a 30 seconds or a mere flip of a magazine or newspaper. So kailangan ng

budget ng kliyente it will have me a creative communication to attract the target market. Un ung mga kailangan Iconsider minsan distribution ng product mo. the client gusto nia magtv-tv pero available lng pala sa metro manila, makikita ng mga taga Mindanao pero wala nman ung produkto sa mindanao. Although the basic marketing expectations are price, product, place, positioning should all be there. Especially if are we talking about whitening soaps. So meron konting cultural connection to it but all the basics of marketing must be considered when doing the commercials for whitening soaps. Martin: Paano po nalalaman kung effective iyong commercial? Mr. Pineda: Normally maraming ways of finding out. Unang una, the first thing you need to do is research unang- una got feel yan eh. Marketing the marketers got feel. Marketing of what has lay down on her on that person. On the marketing person. You have to know what takes the target persons on and off. Second is when you develop a communication maraming layer of research that can validate you along the way. Theres a research that validates a concept of the communication. First of all theres a research that validates the concept of the product. Thats what you call, BareBones Concept. It talks about how the products positioned wether the target market will accept that kind of a positioning. After that theres this ads concept test and after the ads concept test is a ad pieces kunyare meron kang print ad or tv commercial, story board, tetest mo iyon sa mga consumers ok o hindi. And then come airing the commercial theres a post test. After of three months airing. You talk to the consumers, ano ba iyong commercial. Naintindihan niyo ba iyong commercial. Kung nanintindihan o nakarelate ba kayo doon. Kung gusto niyo ba. Kung gusto niyo ba, will it make you buy the product? Thats the most important part.

Martin: Ano po iyong mga elements na mas kinakagat ngayon ng mga tao sa commercials.? Mr. Pineda: well, ngayon lalo na sa masang Pilipino, Celebrity. Kaya kinukuha nila yang sila Gretchen, tsaka kung sino pa maputi diyan. Meron pa nga kabaligtaran, si Jinky Oda. Iyong demo talaga of how the product can from ebony to ivory pa nga iyong communication nila from black to white. Its a product demonstration. Iyon kinakagat talaga ng tao iyon kasi eh kung iyong taong yan na Katulad nito kahit anong bilad sa araw nito hindi to iitim. Minsan iyong believability is also stereotypical. Iyong tipo na kapag maputi ka you can attract opposite sex and therefore youll be successful. Stereotype iyon kasi it gives false hope na kapag maputi ka it will actually help you become successful in life or get a boyfriend that can probably marry you and live happily ever after. Iyon stereotype iyon. Mr. Pineda: Recommendations, about effectivity of communication, actually its more onlike I was saying earlier, what is effective in this market are all stereotypical. The needs and wants of the sets of expectations of the target market are the most basics ones. Magmuka silang mayaman, magkaron sila ng boyfriend, maging successful sila. Umangat sila. Na katulad ng ibang mayayaman. Theyre all the same. What makes it more effective is for you to study all the communications that are available and how to be different in the institution. First of all you have to strike the relevance. More important is how to make your institution different from the others and still striking the relevance. Its difficult to teach creativity its really up to your creative team how to strike that. Basta ang pinaka-key don, mapuna ka, you get remembered, kasi like glutamax, you all keep saying about Gretchen barreto in the commercial. Creativity is the key but relevance is basic need.

B. ANALYSIS AND INTERPRETATION OF DATA

Upon the interviews conducted with the students from the University of Makati, the researchers have come to tackle certain things that were mentioned by the students during the interview.

Some students mentioned a couple of factors or elements of a commercial that they saw as one reason as to why they purchased the said product endorsed on TV. One student mentioned that he was motivated to buy a whitening facial soap due to the Ingredients of the product presented during the products TV commercial. While one student said that she was challenged by the product commercials dare to try the product and see a significant change in her complexion in just seven days.

All the while, another student stated that he was motivated to buy another brand of whitening facial soap because of the affordability that was showcased during that products TV commercial. And one more student stated that she merely liked the celebrity that was endorsing another whitening facial product on TV.

Undeniably, all reasons have struck a chord in the researchers minds. Pointing out that there is a significant relation between a products success in sales and the TV endorsements that come along with the product.