Advertising and Pomotion Overseas - Coursework Example

Advertising and Promotion Overseas - Maximize Your Company’s Profitability with our Customized Marketing Campaign - Subject / Course Date Executive Summary Considering the demographic report of the Philippines, P&G marketers and advertisers could easily determine the size of the potential target market. Legal problems with advertising and conducting promotional activities in the Philippines can be avoided with proper information and knowledge on the guidelines written in Chapter VI – Advertising and Sales Promotion of the Republic Act No. 7394 – The Consumer Act of the Philippines. For many years, P&G relies heavily on advertising and promotional activities in order to boost its sales performance and increase its market shares in the Philippines. In the process of utilizing a customized marketing campaign, P&G could effectively develop consumer intimacy. Table of Contents I. Executive Summary …………………………………………………… 2 II. Table of Contents ……………………………………………………… 3 II. Introduction ............................................................................. 4 III. The Philippine Demography ...................................................... 5 IV. Issues Related to P&G Advertising and Promotional Activities in the Philippines ...................................................................... 6 V. Types of Marketing Communication Medium used by P&G ......... 7 VI. The Benefits of Customized vs. Standardized Marketing Campaign ................................................................. 8 VII. Importance of Customized Marketing Campaign on Developing Consumer Intimacy ................................................................... 10 VIII. Conclusion / Recommendation ................................................... 10 Figure I – The Philippine Map ............................................................... 12 Table I – Population Distribution by Region: 2000 ........................................ 13 Table II – Summary of Projected Population by Sex and by Single-Calendar Year Interval, Philippines: 2006 – 2010 ............. 14 Table III – April 2007 Labor Force Survey Results ................................. 14 Table IV – 2003 Family Income and Expenditure Survey ....................... 15 Table V – The Growth of Internet Users in the Philippines ..................... 15 Table VI – The Advertising Cost of Magazine Advertisement ................ 16 Table VII – List of P&G Product Lines ……………………………………… 17 Appendix I – Chapter VI – Advertising and Sales Promotion of RA No. 7394 .................................................................. 18 - 20 References ................................................................................................ 21 Introduction The Philippines is a nation that is composed of 7,107 islands located on the Pacific Rim of the Southeast Asia. (See Figure I – The Philippine Map on page 12) Roughly 40% of the Filipinos rely much on agriculture, forestry, and fishing as their basic economic source of income. The rest of the population are involved with light manufacturing companies, construction, banking1, life insurance2, mining, and other service industry. To maintain and improve their lifestyle, many Filipinos are working overseas as merchant seamen, health care practitioners, household employees, or factory workers in Hong Kong, Taiwan, and Saudi Arabia. In the process of working abroad, roughly $7 billion is being sent back to the country each year. (Baringer, 2007) The diverse Philippine ethnicity and culture is greatly influenced by the Chinese, Indians, and the Americans who are residing in the Philippines. (Jocano, 1998: 17 - 18) Basically, the market in a developing country like the Philippines is characterized by the people’s limited purchasing power and preferences. (Salazar, 2007) Due to the limited income, majority of the target consumers are very particular with pricing and the quality of the product. In line with the diverse ethnic and culture in the Philippines as well as the tight competition in the domestic market, a lot of businesses like Proctor & Gamble (P&G) Philippines is relying much on marketing communication such as advertising and other related promotional activities in order to strengthen their hold on their target consumers as well as their current market shares. To give the Australian marketing manager a better insight on whether to standardize or customize a new campaign for P&G, this report will discuss about the Philippine demography, some issues related to P&G advertising and promotional activities in the Philippines, the types of marketing communication medium used by P&G, The benefits of customized vs. standardized marketing campaign, the impact of customized marketing campaign on establishing P&G new brands, the importance of building consumer intimacy and how the Australian marketing manager could establish a good consumer intimacy through a customized marketing campaign. The Philippine Demography The Philippines archipelago is composed of 16 major regions with Southern Tagalog or Region IV as the most populated area followed by the National Capital Region and Central Luzon or Region III. (NSO, 2002) (See Table I – Population Distribution by Region: 2000 on page 13) Based on the National Statistics Office, the total Philippine population in 2007 as of December 2006 is approximately 88.4M with 2.36 percent annual growth rate. Out of the 88.4M population in the Philippines, 50.29% are male. (NSO, 2006) (See Table II – Summary of Projected Population by Sex and by Single-Calendar Year Interval, Philippines: 2006 – 2010 on page 14) As of April 2007, the Income and Employment Statistics Division of the National Statistics Office reported that a total of 56,411,000 individuals with age 15 and up or 64.5% of the total population are currently employed. This figure comprises 92.6% employment rate leaving the country with only 7.4% unemployment rate. Particularly the underemployment rate in 2007 with 18.9% is much lower than the 25.4% reported in 2006. This makes the market environment in the Philippines more feasible for business purposes. (NSO, 2007) (See Table III – April 2007 Labor Force Survey Results on page 14) Despite the tight market competition in the Philippines, the total reported income of Filipinos is roughly Php2.4 trillion as of 2003 with total expenditure of Php2.0 trillion. Based on NSO report in 2006, the total savings is roughly Php398.8 billion during the same year. (See Table IV – 2003 Family Income and Expenditure Survey on page 15) Issues Related to P&G Advertising and Promotional Activities in the Philippines Chapter VI – Advertising and Sales Promotion of the Republic Act No. 7394 – The Consumer Act of the Philippines states that “the State shall protect the consumer from misleading advertisement and fraudulent sales and promotion practices.” (RA No. 7394, 1991) In line with this matter, P&G adverting and promotional activities conducted in the Philippines should be in accordance to the provisions made by the Department of Trade and Industry (DTI). P&G products related to food, cosmetics, devices and hazardous substances should be in accordance to the guidelines set by the Department of Heatlh (DOH). When conducting a special advertisements related to food, drug, cosmetic, device or hazaroud substance, P&G should not make claims that are not included in labeling or is not approved by the concerned department. P&G promotional activities such as sales campaigns including beauty contest, raffle draws, etc. should first secure a permit from a concerned department at least 30 days before implementing the activity. Failure to comply with the said rules and provisions will be subject to a fine or penalties. (See Appendix I – Chapter VI – Advertising and Sales Promotion of RA No. 7394 on page 18 - 20) Types of Marketing Communication Medium used by P&G Multinational and other foreign owned companies like P&G advertises its different product lines such as laundry and cleaning (fabric conditioners, household cleaning items, dishwashing detergents, etc.), paper (facial tissue, diapers, baby wipes, feminine protection, etc.), beauty care (facial cleaners and moisturizers, hand and body lotion, etc.), food and beverage (snacks, coffee, juices, etc.), and health care (toothpastes; toothbrushes; mouthwashes; and allergy, stomach, cold remedies, etc.) on radio and television spots, placements in newspapers, journals, and / or exclusive magazines. (P&G, 1999) (See Table VII – P&G Product Lines on page 17) In fact, the company is considered as one of the world’s biggest advertisers spending roughly $5.5 billion on advertisements globally. The company relies heavily with the use of print as well as electronic media in promoting its different product lines. Between the years 1970s and 80s, P&G invested on producing television shows as a way to promote its different product lines. Due to the cost of production, the company eventually decided to stop the advertising strategy. Today, most of the P&G’s Television commercials use verbal statement concerning a situation or a problem that seriously needs to be resolve. In the process, the company takes advantage to show the audience the benefits of using a specific P&G product lines. The company also uses print advertisements with a single, dominant image and less text. The simple visual on print ads allow the viewers to identify themselves with the ads. P&G is also investing much on outdoor advertising formats such as billboards (Dela Rama, 2005). It is optional for the company to use other simple forms of marketing communication mediums such as product sampling and brochure distribution, in-house store displays, and store signs. During the 20th Century, P&G marketers are aware of the benefits of using alternative forms of media such as the Internet (Internet World Stats, 2007), the advergaming, and other sources of ad-free-media such as the IMMAP Internet and Mobile Marketing Summit of the Philippines (IMMAP, 2007) is gradually increasing. Basically, IMMAP gives award to outstanding marketing campaigns who are utilizing the use of the Internet and mobile devices as a marketing communication tool. Although the Internet user population in the Philippines is considered to be the lowest in Asia, the trend of Internet users in the country is growing very fast. As of April 2007, the Internet World Stats (2007) reported that the total Internet users in the Philippines have reached a total of 14 million which is roughly 16% of the country’s total population. (See Table V – The Growth of Internet Users in the Philippines on page 15) According to the International Data Corporation (IDC), the Philippines is expected to have a total of 6.3 million online gamers. (Xinaunet Press Release, 2007) Considering the huge number of gamers in the country, it is highly advisable to start consider the use of investing on ‘advergaming’ (McCarthy, 2005; Buss, 2003). The Benefits of Customized vs. Standardized Marketing Campaign In order to stimulate the demand for P&G products, P&G marketers and advertisers are using promotional mix depending on the specific need of each product line and its capacity to shoulder the costs of advertisement. P&G normally combines at least two or more marketing communication approaches in order to have a positive effect on a company’s marketing activity. (Salazar, 2007) To cut down on the high cost of television and newspaper or magazine advertisements, P&G marketers are designing promotional activities that could eventually enable the consumers to patronize the product through ‘word of mouth’ and testimonials. (See Table VI – The Advertising Cost of Magazine Advertisement on page 16) Having a customised marketing campaign is more effective for P&G than the use of a standardised marketing campaign in the sense that the advertisers could effectively design the promotional activities according to the specific needs of P&G product. For instance, a specific marketing campaign may include only a television advertisement. As soon as the television ads has been release on air, the marketing campaign may eventually stop. Considering that people nowadays have unlimited options to do, not all target market will be able to view the television advertisement. Therefore, P&G advertiser could miss out a huge portion of the market opportunity. Aside from creating brand awareness in the market, with a customised marketing campaign, it is possible for a company to bargain and discuss about other necessary marketing information such as the total market share of each players in the industry, the characteristics of each product line available in the market, efficient and effective market distribution for a specific product, consumers’ preferences, a list of competitors in a specific industry, the result of a marketing campaign, and the necessary government regulations with regards to running a business in the Philippines. Importance of Customized Marketing Campaign on Developing P&G Consumer Intimacy Consumer intimacy is referring to a direct communication between the advertisers and the consumers. (Rosenstock, 2007) Building consumer intimacy is important for P&G since it creates a long-term relationship between the company and its potential consumers. A customized marketing campaign enables the advertisers and P&G to effectively select a combination of more appropriate marketing communication tools, the chances of being able to attract the potential target market will be significantly higher. Lifestyle media with the use of the Internet is already taking its ground as the next best marketing communication tool for P&G aside from the traditional marketing media. (Browning, 2006) Considering that people uses the Internet alone, there is a greater possibility for the advertisers to create a more intimate relationship with the viewers. Conclusion / Recommendation P&G advertisers heavily rely on print and electronic media such as television and radio ads as well as billboards. Other optional marketing communication medium that P&G uses include product sampling and brochure distribution, trade fairs, seminars, in-house store displays, and store signs. Aside from using traditional marketing communication medium, advertisers should take advantage of using the Lifestyle or alternative sources of media to capture a wider scope of the target market. Considering the tight competition in the Philippine market, it is advisable to Australian marketing manager to conduct a customized marketing campaign in the country. Over the years, P&G effectively develop consumer intimacy through the use of customized marketing campaign. A customized marketing campaign enables the company and advertisers to work together and come up with the best strategy to make the target consumers response positively with its advertising and promotional activities. *** End *** Figure I – The Philippine Map Source: Philippine Map, 2007 Table I – Population Distribution by Region: 2000 Region Total Population Percent Philippines 76,504,077 100.00 NCR 9,932,560 12.98   CAR 1,365,412 1.78 I - Ilocos 4,200,478 5.49 II - Cagayan Valley 2,813,159 3.68 III - Central Luzon 8,030,945 10.50 IV - Southern Tagalog 11,793,655 15.42   V - Bicol 4,686,669 6.13   VI - Western Visayas 6,211,038 8.12 VII - Central Visayas 5,706,953 7.46  VIII - Eastern Visayas 3,610,355 4.72 IX - Western Mindanao 3,091,208 4.04 X - Northern Mindanao 2,747,585 3.59  XI - Southern Mindanao   5,189,335 6.78  XII - Central Mindanao 2,598,210 3.40 XIII - Caraga 2,095,367 2.74  ARMM 2,412,159 3.15 Source: National Statistics Office, 2002 Table II – Summary of Projected Population by Sex and by Single-Calendar Year Interval, Philippines: 2006 – 2010 2006 2007 2008 2009 2010 Female 43,651,100 44,482,800 45,319,100 46,159,600 47,004,600 Male 43,143,900 43,978,900 44,816,900 45,657,900 46,502,000 Both Sexes 86,795,000 88,461,700 90,136,000 91,817,500 93,506,600 Source: National Statistics Office, 2006 Table III – April 2007 Labor Force Survey Results Philippines April 2007 April 2006 Total 15 y/o and up (in ‘000) 56,411 54,976 Labor Force Participation Rate (%) 64.5 64.8 Employment Rate (%) 92.6 91.8 Unemployment Rate (%) 7.4 8.2 Underemployment Rate (%) 18.9 25.4 Source: Income and Employment Statistics Division – NSO, 2007 Table IV – 2003 Family Income and Expenditure Survey Philippines 2003 2000 Percent Increase / Decrease Total Income – in Php1,000 2,437,249,601 2,187,250,217 11.4 Total Expenditure – in Php1,000 2,038,465,969 1,791,132,882 13.8 Total Savings – in Php1,000  398,783,632 396,117,335 0.7 Average Income 147,888 145,121 1.9 Average Expenditure 123,690  118,839 4.1 Average Saving  24,198 26,282 - 7.9 Source: Income and Employment Statistics Division – NSO, 2006 Table V – The Growth of Internet Users in the Philippines Year No. Of Users Population % Population Usage Source 2000 2,000,000 78,181,900 2.6 ITU 2005 7,820,000 84,174,092 9.3 C.I. Almanac 2006 14,000,000 87,236,532 16 Yahoo! Source: Internet World Stats, 2007 Table VI – The Advertising Cost of Magazine Advertisement The Philippine Business Advertising Rates for 2006 (in Philippine Pesos, VAT inclusive) Location and Cost *   Issues   1 2 3 4 5 Prime Spots           Outside Back Cover 61,000 59,000 57,000 55,000 53,000 Page 3 60,000 58,000 56,000 54,000 52,000 Inside Front Cover 58,000 56,000 54,000 52,000 50,000 Inside Back Cover 58,000 56,000 54,000 52,000 50,000 Inside Front Spread (2 pages) 93,000 89,000 85,000 81,000 77,000 Other Pages Full Page 55,000 53,000 51,000 49,000 47,000 Half Page 38,000 36,000 34,000 32,000 30,000 Spread (2 pages) 88,000 84,000 80,000 76,000 72,000 Location and Cost *   Issues   6 7 8 9 10 Prime Spots             Outside Back Cover 51,000 49,000 47,000 45,000 43,000   Page 3 50,000 48,000 46,000 44,000 42,000   Inside Front Cover 48,000 46,000 44,000 42,000 40,000   Inside Back Cover 48,000 46,000 44,000 42,000 40,000   Inside Front Spread (2 pages) 73,000 69,000 65,000 61,000 57,000 Other Pages             Full Page 45,000 43,000 41,000 39,000 37,000   Half Page 28,000 26,000 24,000 22,000 20,000   Spread (2 pages) 68,000 64,000 60,000 56,000 52,000 * Cost per issue. Location will depend on availability of pages. Please contact PBM for booking. Table VII – List of P&G Product Lines SEGMENTS PRODUCTS IMPORTANT BRANDS Laundry and Cleaning Laundry detergents and bleaches, fabric conditioners, household cleaners and dishwashing detergents. Ariel, Bounce, Cascade, Mr. Clean, Febreze, Dryel. Paper Diapers, facial tissue, toilet tissue, paper towels, baby wipes, feminine protection. Pampers, Luvs, Always, Whisper. Beauty Care Facial cleaners and moisturizers, hand and body lotion, personal cleaning, color cosmetics, skin care cosmetics, deodorants, shampoos, hair conditioners, hair spray. Clearasil, Head and Shoulders, Oil of Olay, Old Spice, Pantene Food and Beverage Snacks, coffee, juices, shortening and oil, peanut butter. Crisco, Folgers, Pringles. Health Care Toothpastes, toothbrushes, mouthwashes, allergy remedy, stomach remedy, cold remedies, decongestant, sinus remedy, throat drops, pharmaceuticals.   Vicks Formula 44, Vicks vaporub, Actonel, Didronel, Crest, Metamucil Source: Annual Report, 1999 Appendix I – Chapter VI – Advertising and Sales Promotion of RA No. 7394 ARTICLE 108. Declaration of Policy - The State shall protect the consumer from misleading advertisement and fraudulent sales and promotion practices. ARTICLE 109. Implementing Agency- The Department of Trade and Industry shall enforce the provisions of this Chapter and its implementing rules and regulations: Provided, That with respect to food, cosmetics, devices and hazardous substances, it shall be enforced by the Department of health. FALSE, DECEPTIVE AND MISLEADING ADVERTISEMENT ARTICLE 110. False, Deceptive And Misleading Advertisement - it shall be unlawful for any false, deceptive or misleading advertisement by Philippine mail or in commerce by print, radio, television, outdoor advertisement or other medium for the purpose of inducing of which is likely to induce directly or indirectly the purchase of consumer products or services. Advertisement shall be false, deceptive or misleading if it is not in conformity with the provisions of this Act or if it is misleading in a material respect. In determining whether any advertisement is false, deceptive or misleading, there shall be taken into account, among other things, not only representation made or any combination thereof, but also the extent to which the advertisement fails to reveal material facts in the lights of such representations, or materials with the respect to consequences which may result from the use or application of consumer products or services to which the advertisement relates under the conditions prescribed in said advertisement, or under such conditions as are customary as usual. ARTICLE 111. Price Comparisons - Comparative price advertising by sellers of consumer products or services shall conform to the following conditions: a) Where the comparison relates to a former price of the seller, the item compared shall either have been sold at that price within the ninety (90) days immediately preceding the date of the advertisement, or it shall have been offered for sale at least four (4) weeks during such ninety day period. If the comparison does not relate to an item sold or offered for sale during the ninety-day period, the date, time or seasonal period of such sale or offer shall be disclosed in the advertisement. b) Where the comparison relates to the sellers future price, the future price shall take effect on the date disclosed in the advertisement or within ninety (90) days after the price comparison is stated in the advertisement. The stated future price shall be maintained by the seller for a period of at least four (4) weeks after its effective date: provided, that compliance thereof may be dispensed with in case of circumstances beyond the sellers control. c) Where the comparison relates to a competitors price, the competitors price shall relate to the consumer products or services advertised or sold in the ninety-day period and shall be representative of the prices similar consumer products or services are sold or advertised in the locality where the price comparison was made. ARTICLE 112. Special Advertising Requirements for Food, Drug, Cosmetic, Device or Hazardous Substance – a) No claim in the advertisement may be made which is not contained in the label or approved by the concerned department. b) No person shall advertise any food, drug, cosmetic, device, or hazardous substance in a manner that in false, impression regarding its character, value, quantity, composition, merit, safety. c) Where a standard has been prescribed for a food, drug, cosmetic, or device, no person shall advertise any article or substance in such a manner that it is likely to be mistaken for such product, unless the article complies with the prescribed standard or regulation. d) No person shall, in the advertisement of any food, drug, cosmetic, device, or hazardous substance, make use of any reference to any laboratory report of analysis required to be furnished to the concerned department, unless such laboratory report is duly approved by such department. e) Any businessman who is doubtful as to whether his advertisement relative to food, drug, cosmetics, device, or hazardous substance will violate or does not conform with this Act or the concerned departments pertinent rules and regulations may apply to the same advertisement is disseminated to the public. In this case, the concerned department gives its opinion and notify the applicant of its action with thirty (30) days from the date of application; otherwise, the application shall be deemed approved. f) No person shall advertise any food, drug, cosmetic, device, or hazardous substance unless such product is duly registered and approved by the concerned department for such use in any advertisement. ARTICLE 113. Credit Advertising - No advertisement to aid, promote, or assist, directly or indirectly, any extension of consumer credit may: a) State that a specific periodic consumer credit amount or installment amount can be arranged, unless the creditor usually and customarily arranges credit payment or installment for that period and in that amount; and b) State that a specified down payment is required in any extension of consumer credit, unless the creditor usually customarily arranges down payment in that amount. ARTICLE 114. Advertising of Open -end Credit Plan - In case of an open -end credit plan, the rate of interest and other material features of the plan shall be disclosed in the advertisement. ARTICLE 115. Special Claims - Any advertisement which makes special claims shall; a) substantiate such claims; and b) properly use research results, scientific term , statistics or quotations. PROMOTION OF SALES OF CONSUMER PRODUCTS AND SERVICES ARTICLE 116. Permit to Conduct Promotion - No person shall conduct any sales campaigns, including beauty contest, national in character, sponsored and promoted by manufacturing enterprises without first securing a permit from the concerned department at least thirty (30) calendar days prior to the commencement thereof. Unless an objection or denial is received within fifteen (15) days from filling of the application, the same shall be deemed approved and the promotions campaign or activity may be conducted: Provided, That any sales promotion campaign using medical prescriptions or any part thereof or attachment thereto for raffles or a promise of reward shall not be allowed, nor a permit be issued. ARTICLE 117. Suspension of Publication or Dissemination of Information - The concerned department may, after due notice and hearing, suspend the publication and dissemination of any information accompanying a sales promotion campaign, if it finds the campaign to be in violation of the provisions of this Chapter or its implementing rules and regulations. ARTICLE 118. Conduct of Sales Promotion - A sales promotion which is intended for broad consumer participation and utilizes mass media shall indicate the duration, commencement and termination and the governing criteria or procedure to be followed therein. ARTICLE 119. Packaging of Product Under Promotion - The packaging of the products covered y the sales promotion shall not be tampered, neither shall any change in the products packaged be affected without the authority of the sponsoring agency or the owner or manufacturer of the product. ARTICLE 120. Change in Starting and Termination Dates of Promotion - The concerned department shall be advised of any delay of starting dates or termination dates and details of any change in the conduct of sales promotion. Any change in the termination dates shall be published in a newspaper of general circulation before the expiration of the original schedule or the termination date, whichever comes first. ARTICLE 121. Determination of Winners - The winners in any sales promotion shall be determined at a definite time and place shall be verified by a representative of the concerned department and sponsor. Immediately after the winners are selected or determined, a list with their addresses and department. All winners shall be announced or published in the same manner that the sales promotion was announced or published: Provided, That publication in a newspaper of general circulation shall be done in a legible manner at least once, if the sales announcement and publication shall be done in a legible manner at least once. If the sales promotion is national in scope; Provided: Further, That such announcement and publication shall be done not later than two (2) weeks after the determination of winners. In all cases where amount of the price is Five hundred pesos (P 500,00) or more, the winners shall also be notified in writing by registered mail or any communication wherein proof of noticed or service can be verified. ARTICLE 122. Injunctive Relief – a) Whenever the concerned department has the reason to believe (1) that any person, partnership or corporation is engaged in or is about to engage in the dissemination or the causing of dissemination of any advertisement in violation of Articles 110 to 115, and (2) that the enjoining thereof would be to the interest of the public, the concerned department shall direct the filling of a complaint in the court of competent jurisdiction, to enjoin the dissemination or the causing the dissemination of such advertisement. Upon proper showing, a temporary injunction or restraining order shall be granted without bond. Any such complaint shall be filed in the locality in which the person, partnership or corporation resides or transacts business. b) Any person who may suffer loss, damage or injury due to a false, misleading or deceptive advertisement as defined in Article 4 may file a complaint with injunction in his own name with any court of competent jurisdiction to recover damages, cost of suit and reasonable attorneys fees. ARTICLE 123. Penalties – a) Any person, association, partnership or corporation who shall violate any of the provisions of Articles 110 to 115 shall, upon conviction, be subject to a fine of not less than Five Hundred Pesos (P500, 00) but not more than Five thousand pesos (P5,000,00) or an imprisonment of not less than Five (1) month but not more than six (6) months or both upon the discretion of the court. b) Any violation of the provisions of Articles 116 to 121 shall upon conviction, subject the offenders to a fine of not less than Two Hundred Pesos (P200,00) but not more than Six Hundred Pesos (P600,00) or an imprisonment of not less than One (1) month but not more than six (6) months or both upon the discretion of the court. If the violation was committed by a juridical person, the manager, representative, director, agent or employee of said juridical person responsible for the act shall be deported after service of sentence and payment of the fine without need for further deportation proceedings. ARTICLE 124. Exemption from Penalties - No publisher, radio, broadcast, television licensee or medium for the dissemination of advertising shall be liable, under this Chapter, by reason of dissemination by him of any false advertisement unless be refuses, on the request of appropriate authorities, to furnish the name and post office address of the manufacture, packer, distributor seller or advertising agency. This exemption shall not apply however, to the manufacturer, packer, distributor or seller of the consumer product or services and the advertising agency responsible for the false and misleading advertising. References: Baringer, S. (2007). Culture of the Philippines. Retrieved September 12, 2007, from http://www.everyculture.com/No-Sa/The-Philippines.html Browning, R. e. (2006). The Rise of Lifestyle Media: Achieving Success in the Digital Convergence Era. pp. 1 - 35: PricewaterhouseCoopers. Buss, D. (2003, February 24). Brand Channel. Retrieved September 12, 2007, from Advergaming Scores: http://www.brandchannel.com/features_effect.asp?pf_id=145 Dela Rama, T. (2005, December 8). Philippine Business Magazine: Vol. 12, No. 8 - Industry. Retrieved September 12, 2007, from Battle of the Boards: Billboard ads vie to Communicate with People on the Go: http://www.philippinebusiness.com.ph/archives/magazine/vol12-2005/12-8/industry.htm IMMAP. (2007). Retrieved September 12, 2007, from Webshots: http://philippineinternetreview.blogspot.com/ Internet World Stats. (2007). Retrieved September 12, 2007, from Philippines: Internet Usage Stats and Marketing Report: http://www.internetworldstats.com/asia/ph.htm Jocano, F. (1998). Filipino Indigenous Ethnic Communities, Patterns, Variations, and Typologies. Quezon City: Punlad Research House, Inc. pp. 17 - 18. McCarthy, M. (2005, January 17). USA Today. Retrieved September 12, 2007, from Disney Plans to Mix ads, Video Games to Target Kids, Teens: http://www.usatoday.com/tech/news/2005-01-17-disney-advergaming_x.htm NSO. (2002, October 16). Retrieved September 12, 2007, from Philippines: Population Expected to Reach 100 Million Filipinos in 14 Years (Results from the 2000 Census of Population and Housing, NSO): http://www.census.gov.ph/data/pressrelease/2002/pr02178tx.html NSO. (2006, December 8). Retrieved September 12, 2007, from Summary of Projected by Sex and by Single-Calendar Year Interval, Philippines: 2000 - 2010: http://www.census.gov.ph/data/sectordata/popproj_tab1r.html NSO. (2007, June 15). Retrieved September 12, 2007, from Employment Rate in April 2007 is Higher Compared to Rate in Last Year: http://www.census.gov.ph/data/pressrelease/2007/lf0702tx.html P&G. (1999). Retrieved from Annual Report. RA No. 7394. (1991). Retrieved September 12, 2007, from Republic Act No. 7394 - The Consumer Act of the Philippines: http://www.gtalawphil.com/pdf/consumer_act.pdf Rosenstock, S. (2007). The Collapsing Value Chain: Managing Core Competencies to Better Understand and Rect to Consumer Demand. Consumer Goods Technology , 42. Salazar, M. (2007). Markets and Market Development for Small-Scale Enterprises: The Experience of the Philippines. Retrieved September 12, 2007, from FAO Corporate Document Repository: http://www.fao.org/DOCREP/S8380E/s8380e08.htm Xinaunet Press Release. (2007). Retrieved September 12, 2007, from Philippines to Reach 6.3 million Gamers in 2008: http://www.internetworldstats.com/asia/ph.htm Read More