Archive for October, 2008

obama’s winning marketing strategies, strategy # 2 : the high-ground

October 31, 2008 Leave a comment

we’re looking at the US presidential elections and extracting the winning marketing strategies of obama and where it went wrong for mccain. we look at the same things political analysts do but we see things in a marketing way. read in full here :

microsoft’s dirty word

October 31, 2008 Leave a comment

apple has this ad that calls attention to what we may have missed in watching microsoft’s “i am a pc” tv  spot – microsoft’s secret dirty word. read and view here:

obama’s 30-min infomercial – watch out for “the morning after”

October 31, 2008 Leave a comment

barack’s 30 minute infomercial was a ratings success – 33.55 million people worth of success. this is the first time something like this has been done in US politics but that’s just one of a string of first the obama campaign has been doing since day 1.

the numbers are there, now we need to watch out for the effect. the infomercial has been largely praised and admired by many and we will know if they are right about that in the coming days poll results.


Infomercial for Obama Is Big Success in Ratings


Published: October 30, 2008

Television networks needed a hit, and Barack Obama gave them one.

An infomercial on behalf of Mr. Obama was a smashing ratings success on Wednesday night, proving to be more popular than even the final game of the World Series — and last season’s finale of “American Idol.” The audience for Mr. Obama’s program far exceeded the expectations of television executives — and many political pundits who questioned whether Mr. Obama was engaging in overkill in buying a half hour on so many networks.

Mr. Obama’s 30-minute commercial, which played on seven networks, broadcast and cable, was seen by 33.55 million viewers, according to figures released by Nielsen Media Research. On the three broadcast networks that carried the special, the audience totaled more than 25 million, easily surpassing the number for the last World Series game on Fox, which averaged 19.8 million viewers. The special was also available on Univision, and three cable networks, MSNBC, BET and TV One.

“I was shocked by the number Obama was able to draw,” said Leslie Moonves, the chairman of CBS. “It’s just a stunning number.”

read in full here :

ateneo students launch on-line petition for RH Bill support

October 31, 2008 Leave a comment

posted by exiled07:

If you agree with what faculty members of the Ateneo have done to promote the RH Bill, please add your name to the this online petition. Thank you for your support!


To: Ateneo de Manila University, the Catholic Bishops Conference of the Philippines, and the Congress of the Philippines

We, students of the Ateneo de Manila University, alumni of the
Ateneo de Manila University, and other Filipinos, fully
support the statement of the faculty members of the Ateneo de Manila
University made on October 28, 2008 on the Reproductive Health Bill
pending before the Congress of the Philippines (see

We further laud their efforts in trying to promote access to
reproductive health for all Filipinos through their well-researched
and thoughtfully argued position paper (see “Catholics Can Support the
RH Bill in Good Conscience”

We call on the Ateneo de Manila University, the Catholic Bishops
Conference of the Philippines, and the Congress of the Philippines to
respect and consider the valid and compelling arguments these
professors have made in favor of giving all Filipinos, rich or poor,
complete access to reproductive health.

We call on all them and all Filipinos to come together and support the
passage of the Reproductive Health Bill into law.


The Undersigned

2008 US Presidential Election : Obama’s November Surprise vs. Mccain’s November Surprise

October 30, 2008 Leave a comment

the US presidential elections has reached a now or never phase. the very last chance will be this week-end, while that time frame is most likely too late already, there are just one more thing that the obama campaing and the mccain campaign can do. for obama to seal the deal. and for mccain to shake up the race and fashion a come from behind win to upset the leader.

each has one last chance – a November Surprise for each. the question of course is can each pull it off. and if both do theirs, which will give them the win.

Obama’s November Surprise vs Mccain’s November Surprise at :

more Ateneo faculty members support RH bill

October 29, 2008 3 comments

66 Ateneo faculty members support RH bill

MANILA, Philippines – Sixty-six faculty members of the Ateneo de Manila University have signed a declaration supporting the passage of the Reproductive Health bill despite warnings by the Catholic Bishops Conference of the Philippines.

The declaration, dated October 27, 2008, said the teachers were speaking for themselves and not for the Jesuit university.

“After studying the provisions of House Bill 5043 in light of the realities of Filipino women, poor families, and our youth, we, 66 individual faculty of the Ateneo de Manila University, speaking for ourselves and not for the university, have come to conclude that the Philippines urgently needs a national policy on reproductive health and population development, as provided by HB 5043,” the declaration read.

The declaration emphasized that the faculty members grappled with their conscience and agreed to support the measure.

“We hope our expression of support can help enrich and broaden the discussions and debates on the issue of reproductive health and population development, by presenting an alternative view supportive of House Bill 5043 coming from Catholic academics and educators,” the teachers said.

“A consistent, integrated, and comprehensive population framework guarantees budgetary support from the national government for reproductive health initiatives, and ensures their sustainability across local government units regardless of changes in national and local leadership. While curbing our rapid population growth rate of 2.04 percent will not, by itself, solve poverty in our country, addressing the population problem is crucial to overall economic growth and poverty reduction, along with asset redistribution, employment and livelihood opportunities, combating corruption, improving governance, and strengthening institutions,” the Ateneo mentors added.

“Those who oppose the RH Bill have denounced it as ‘pro-abortion,’ ‘anti-life,’ ‘anti-women,’ ‘anti-poor,’ and ‘immoral.’ However, our reason, informed by our faith, has led us to believe and say otherwise,” the statement read in reference to the opposition by the hierarchy of the Catholic church in the country.

“The RH Bill is pro-life and pro-women. HB 5043 categorically rejects abortion, which it deems a ‘crime,’ in consonance with the 1987 Constitution. What it, in fact, wants to do is prevent abortions by offering couples an array of ‘medically-safe, legal, affordable and quality’ family planning methods, from which they can choose the one that will work best for them. In so doing, the RH Bill seeks to avert unwanted and mistimed pregnancies, which cause mostly poor and married women despairing over yet another pregnancy to seek an induced abortion. We are alarmed that an estimated 473,400 Filipino women went for an abortion in 2000, and that some 79,000 of them wound up in hospitals for abortion complications. We consider it our guilt and our shame that so many of our women should be driven to such dire straits as to make abortion a family planning method, for want of information on and access to an effective means to prevent an unplanned pregnancy,” the declaration said.

The signatories to the declaration were: Ricardo G. Abad (Department of Sociology-Anthropology); Joy G. Aceron (Department of Political Science); Raymond B. Aguas (Department of Theology); Liane Peña Alampay (Department of Psychology); Fernando T. Aldaba (Department of Economics); Raul Socrates C. Banzuela (Program for Development Studies); Remmon E. Barbaza (Department of Philosophy); Germelino M. Bautista (Department of Economics); Edsel L. Beja, Jr. (Department of Economics);

Rofel G. Brion (Department of Interdisciplinary Studies); Ma. Cecilia C. Bulos (Department of Psychology); Liberty L. Chee (Department of Modern Languages); Sharon Ann C. Co (Department of Psychology); Antonio Esteban G. Conejos (Department of English); Manuel D. Cuenca, Jr., M.D. (Department of Psychology); Gary C. Devilles (Kagawaran ng Filipino); Aleta C. Domdom (Department of Economics); Atty. Alexander C. Dy (Ateneo Law School); Manuel B. Dy, Jr. (Department of Philosophy); Elizabeth Uy Eviota (Department of Sociology-Anthropology); Ana Marie O. Fernandez (Department of English); Joseph H. Francia (Department of Economics); Jamil Paolo S. Francisco (Department of Economics);

Geoffrey A. Guevara (Department of Philosophy); Marita Castro Guevara (Department of Interdisciplinary Studies); Roberto O. Guevara (Department of Theology); Ma. Regina M. Hechanova (Department of Psychology); Anne Marie A. Karaos (Department of Sociology-Anthropology); Michael J. Liberatore (Department of Theology); Liza L. Lim (Department of Sociology-Anthropology); Ma. Emma Concepcion D. Liwag (Department of Psychology); Ada Javellana Loredo (Department of English); Jozon A. Lorenzana (Department of Communication); J. Ma. Arcadio Malbarosa (Department of Philosophy); Pamela Joy M. Mariano (Department of Philosophy); Ma. Isabel Pefianco Martin (Department of English); Marcia Czarina Corazon M. Medina (Department of Sociology-Anthropology);

Ma. Isabel E. Melgar (Department of Psychology); Luisito G. Montalbo (Ateneo School of Medicine and Public Health); Cristina Jayme Montiel (Department of Psychology); Aaron Rom O. Moralina (Department of History); Jocelyn M. Mayoralga-Nolasco (Department of Psychology); Mira Alexis P. Ofreneo (Department of Psychology); Glenda C. Oris (Kagawaran ng Filipino); Josephine P. Perez (Department of Psychology); Raul Pertierra (Department of Sociology-Anthropology); Caroliza T. Peteros (Program for Development Studies); Alicia T. Pingol (Department of Sociology-Anthropology); Emma E. Porio (Department of Sociology-Anthropology); Mary Racelis (Department of Sociology-Anthropology); Ma. Margarita A. Ramos (Department of Psychology);

Mariel Vincent A. Rapisura (Program for Development Studies); Danton Remoto (Department of English); Agustin Martin G. Rodriguez (Department of Philosophy); Alma Maria O. Salvador (Department of Political Science); Atty. Maria Cleofe Gettie C. Sandoval (Leaders for Health Program), and; Joselito T. Sescon (Department of Economics). Anton Luis C. Sevilla (Department of Philosophy); Alma Valerie C. Soriano (Department of English); Sherilyn T. Siy (Department of Psychology); Mary C. Thomas (Department of English); Jose Ma. Edito K. Tirol (Department of History); Philip Arnold P. Tuaño (Department of Economics); Eileen F. Tupaz (Department of Philosophy); John Carlo P. Uy (Department of Philosophy), and; Ma. Eufemia C. Yap, M.D. (Ateneo School of Medicine and Public Health). – GMANews.TV

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more ateneo professors join support for RH Bill

October 29, 2008 1 comment

More Ateneo profs defy Church on birth control

By Christine F. Herrera

GOING against an admonition from Catholic bishops, at least 55 professors from the Jesuit-run Ateneo de Manila University have joined 14 of their colleagues who last week urged the passage of the reproductive health bill.

The Ateneo teachers not only refused to toe the Church line to reject the bill, but urged the Catholic Bishops Conference of the Philippines to reconsider its position and take into account the lives of 473,400 women who resorted to abortion because they lacked an effective way to prevent unwanted pregnancies.

The 69 Catholic educators wrote to the 240 members of the House of Representatives and the 23-member Senate and attached to their letter an 11-page Declaration of Support for the Immediate Passage of House Bill 5043, which seeks to establish a national policy on family planning.

The bill supports the use of contraceptives such as condoms, and age-appropriate sex education in schools, both of which the Church opposes.

The Ateneo professors, including those from the Department of Theology, the Ateneo Law School and the Ateneo School of Medicine, also furnished the Catholic bishops and Ateneo president Bienvenido Nebres a copy of their declaration of support.

Nebres, who was prompted to issue a memo to the Ateneo community last week after CBCP president Angel Lagdameo made him explain the 20-page position paper of the original 14 Ateneo professors, went on a week-long retreat and could not be reached for comment.

Asked if she feared dismissal for defying the bishops, professor Mary Racelis of the Department of Sociology-Anthropology said: “Ateneo is an academic institution. I hope it will not come to that.

“We want the bishops to look at our position and to read the reproductive health bill so that the clergy will understand that contrary to their long-held belief, the RH bill is pro-poor, anti-abortion, pro-women and pro-life,” said Racelis, who has been with Ateneo since 1960 and now teaches graduate school.

The professors said they were alarmed that an estimated 473,400 Filipino women had abortions in 2000, and that some 79,000 of them wound up in hospitals with complications.

“We consider it our guilt and our shame that so many of our women should be driven to such dire straits as to make abortion a family planning method, for want of information on and access to an effective means to prevent an unplanned pregnancy,” their declaration of support said.

“We believe in the sanctity and dignity of human life, whether that life is the mother’s or the unborn child’s,” the professors said.

As Catholic educators, Racelis said it was incumbent upon them to teach their students that the RH bill was not “immoral” as the Church claims.

“We respect the consciences of our bishops when they promote natural family planning as the only moral means of contraception. In turn, we ask our bishops to respect the one in three [35.6 percent] married Filipino women who, in their most secret core and sanctuary or conscience, have decided that their and their family’s interests would best be served by using a modern artificial means of contraception,” they said.

They asked the bishops and their fellow Catholics not to block the passage of HB 5043, which, they said, promoted women’s and couples’ access to the full range of safe, legal and effective modern natural and artificial family planning methods, from which they can choose the one most suitable to their needs and personal and religious convictions.

“We call on our legislators in Congress and in the Senate to pass the RH bill. Doing so upholds the constitutional right of spouses to found a family in accordance with their religious convictions; honors our commitments to international covenants and promotes the reproductive health and reproductive rights of Filipinos, especially of those who are most marginalized on this issue—our women, poor families, and youth,” the professors said.

Aware that the RH bill will be taken up by the House plenary on second reading starting on Nov. 10, when Congress resumes its sessions, the professors said they hope their expression of support could help enrich and broaden the discussions and debates on the issue of reproductive health and population development.

They told the House and Senate that the declaration of support was an alternative view coming from Catholic academics and educators.

“We further believe that it is possible for Catholics like ourselves to support HB 5043 in good conscience, even as we recognize, with some anguish, that our view contradicts the position held by some of our fellow Catholics, including our bishops.

“The RH bill is pro-life and pro-women. HB 5043 categorically rejects abortion. What it, in fact, wants to do is prevent abortions by offering couples an array of medically safe, legal, affordable and quality family planning methods, from which they can choose the one that will work best for them,” they said.

adding the coke zero ad equals to sum zero, plus ADS Sindrome

October 28, 2008 Leave a comment

new product Coke Zero has intro ads on tv that when you add up two of the ad’s key story components, they come up to a sum zero. it’s a WAWAM! and has ADS Sindrome.

there is something to admire here — Coke’s very large talent pool of other-worldly characters. this is the second time this marketing year that Coke uses other-worldly characters in their ads. yup, we can say Coke is out of this world in their advertising campaigns this year.

read in full here :

president barack obama : the winning marketing strategies. Strategy No. 1 : Change

October 27, 2008 Leave a comment

on october 15, we predicted in WAWAM!, senator barack obama will win the election on the strenght of a brilliant marketing effort by the obama campaign and blunders of the mccain campaign.

we will be looking at the whole thing from a marekting and advertising stand point and extracting the marketing strategies from this campaign. these are strategies and learnings that any brand manager can re-apply to his/her own marketing plans for his brands.

view it here : or read it here:

BBC formally apologizes to RP on “Harry & Paul” racial slur on Filipinas

October 27, 2008 Leave a comment

BBC has stopped defending the Harry & Paul comedy sketch depcting the filipina as a domestic helper and sex slave. read about it here :

WAWAM! What A Waste Of Advertising Money! On Philippine advertising and Philippine marketing

October 26, 2008 Leave a comment

the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that’s what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! – what a waste of advertising money!

Ateneo president, Fr. Nebres clarifies stand on RH Bill

October 26, 2008 Leave a comment

Ateneo rebukes profs’ stand on RH bill

Philippine Daily Inquirer
First Posted 10:43:00 10/25/2008


MANILA, Philippines—The president of the Ateneo de Manila University has dissociated the school from the position of its faculty members expressing support for the Reproductive Health Bill now pending in the House of Representatives.

In a memo to the Ateneo community wherein he quoted his reply to a request for clarification from the Catholic Bishops’ Conference of the Philippines, Ateneo president Fr. Bienvenido Nebres said the faculty members had made it clear that they were speaking for themselves alone.

Nebres, in his memo dated October 23, also made it clear that the Ateneo stands with church leaders in questioning and objecting to the family planning and population management measure.

Nebres indicated that CBCP President Angel Lagdameo asked for a clarification from him in connection with the statement of the Ateneo teachers’ position favoring the RH Bill.

Ateneo faculty members have released a position paper entitled Catholics Can Support the RH Bill in Good Conscience and dated October 25. The position paper was widely reported in the newspapers.

“In reply to a request for clarification from His Excellency Most Rev. Angel N. Lagdameo, D.D., President of the CBCP, I wrote him (on October 22)… the faculty members clearly state that they are not speaking for the Ateneo de Manila and that this is their personal position,” Nebres said in his memo dated October 23.

Nebres said he has also written Archbishop Paciano Aniceto and Bishop Gabriel Reyes as early as October 2 about the Ateneo’s position against the RH Bill.

Nebres said several Jesuits have met with members of the faculty in a dialogue regarding the RH Bill. Norman Bordadora

Ateneo Faculty members support for Reproductive Health Bill

October 25, 2008 Leave a comment

Dear friends,

Greetings of peace.

Please find attached the position paper entitled “Catholics Can Support the RH Bill in Good Conscience” by 14 individual faculty of the Ateneo de Manila University (ADMU), on the Reproductive Health Bill (HB 5043).

The authors of this paper come from six different departments of the ADMU: Economics, Interdisiplinary Studies, Philosophy, Psychology, Sociology-Anthropology, and Theology.

We would like to stress that the views of the 14 faculty, as expressed in the position paper, are solely theirs and do not necessarily reflect the views of their respective departments nor other Ateneo faculty. Neither do they represent the official position of the Ateneo de Manila University nor the Society of Jesus.

A brief summary of the entire position paper, as well as the stand of the authors on the RH Bill, can be found in the final section of the main paper, entitled “A Call of Conscience: Catholics in Support of the RH Bill.”

We hope, however, that you will be able to read the entire paper, as it provides research-based empirical evidence, upon which we built our position on this issue.

Thank you very much, and we hope that you can help us disseminate to the public our paper’s findings and our stand on the RH Bill.


Marita Castro Guevara (Department of Interdisciplinary Studies)
Raymond B. Aguas (Department of Theology)
Liane Peña Alampay (Department of Psychology)
Fernando T. Aldaba (Department of Economics)
Remmon E. Barbaza (Department of Philosophy)
Manuel B. Dy, Jr. (Department of Philosophy)
Elizabeth Uy Eviota (Department of Sociology-Anthropology)
Roberto O. Guevara (Department of Theology)
Anne Marie A. Karaos (Department of Sociology-Anthropology)
Michael J. Liberatore (Department of Theology)
Liza L. Lim (Department of Sociology-Anthropology)
Cristina Jayme Montiel (Department of Psychology)
Mary Racelis (Department of Sociology-Anthropology)
Agustin Martin G. Rodriguez (Department of Philosophy)

15 October 2008

Get full text of paper:…ve_Health.html

learn english : another english 101 lesson that can bite your ass

October 24, 2008 Leave a comment

there is another tv spot from germany that sells english lessons. it uses humor but we don’t think anyone will get the humor – it was said in english! a company that sells english lessons mean they are targetting non-english speakers. so how in the world will non-english speakers understand the humor? if the humor fails, how in the world will this company gain students? this ad is a WAWAM! and has ADS Sindrome. this is the second such commercial from germany.

view it here :

WAWAM!’s Brain Food # 5 : Bill Watterson’s Calvin & Hobbes

October 23, 2008 Leave a comment

WAWAM! has Brain Food # 5 – Bill Watterson’s Calvin & Hobbes. these cartoons are not just about drawings and humor, in fact what you will like about it are the things that are not obvious in a cartoon. there are a few books out but too bad bill watterson decided to quit a few years ago. that’s what makes these books extra special. read more about it here to know why it’s a good Brain Food :

apple ads take a bite on vista’s problems

October 22, 2008 Leave a comment

view more great apple ads here :

memo to The Philippine Star : To-Do List for taking leadership from the Philippine Daily Inquirer

October 21, 2008 Leave a comment

the philippine star and the philippine daily inquirer are the country’s top two daily natrional broadsheets.

go to WAWAM! to read a memo to the philippine star that lists what it can do to gain leadership over the philippine daily inquirer. click here :

jollibee’s happy face is back, the jollibee sad face on the way out?

October 20, 2008 Leave a comment
jollibee's happy facesome months back, we asked who put the sad face on jollibee. to us, the face on the jollibee mascot looked sad.

in the wrods of an 11 year old boy, he said “that jollibee is not happy in his job.”

also, a top executive of jollibee knew in his gut something was wrong with the jollibee mascot but didn’t know  what was causing it until he was shown the post in WAWAM!

now, here is good news! jollibee’s happy face is back! is the sad face on the way out?

the Bayantel brand character farts and defecates – it didn’t move in the tv spot, neither will you

October 19, 2008 Leave a comment

we just finished a discussion on Six Flags that showed how a great brand character can be so powerful it will move you to desire the brand.

this bayantel tv spot does the opposite – it shows it can’t move in the ad and what it does is in the end, it will not move you either.

come on now – do you really want a brand that is known as someone who farts and defecates? yes, believe it or not that is the brand character of bayantel in this ad.


this brand character of bayantel simply went pfffft and flopped! read about it here :

Six Flags – brand character that moves you to dance

October 18, 2008 Leave a comment

Six Flags has one of the most exciting rides in the market but this tv spot chose to approach it differently. They decided to use brand character as the one that will the brand and it works very well. it’s a brilliant ad. read about it here :

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