After losing his comfortable lead in national surveys released in January, Liberal Party (LP) standard bearer Sen. Benigno “Noynoy” Aquino III has emerged as the clear front runner in the presidential race, according to the Taylor Nelson Sofres (TNS) January 28 to February 3 survey.
Noynoy’s 11 percentage-point lead over his closest rival, Nacionalista Party (NP) bet Sen. Manuel Villar is not insurmountable that is why former senator Serge Osmeña has called on the LP to “sharpen its message” in order to maintain its lead over Villar.
By “sharpening its message,” did former senator Osmeña mean that it was time for LP to get a grip with what’s going on in the cities, towns and barangays? Noynoy is all set to win if we go by survey results and his image as torchbearer of democratic icons Ninoy and Cory Aquino, but reports on the ground are not at all positive.
The perception that the LP lacks organized following in the local level is not new. Maybe the opposition party is unfazed because Noynoy continues to maintain his lead in Cebu, according to a local survey conducted by former Cebu governor and senatorial candidate Lito Osmeña. The Promdi founder told this corner that so far, the national party has not given local leaders and candidates campaign funds to go around. Wa pa, although that can change anytime, he said, because Noynoy will take to the local hustings in a matter of weeks.
Meanwhile, the NP is said to be besieged by local bets, mostly coming from Lakas, asking for Villar’s blessings. However, Villar is careful not to name local politicians reportedly vying for his support and I think this is rather curious. Could it be due to their public endorsement of a Gilberto “Gibo” Teodoro presidency? This is interesting because any shift in the local political level can signal a bandwagon effect but yet Villar can’t capitalize on this. Is it for fear of fanning speculations of a Villaroyo alliance? Wherever their loyalty is, local Lakas stalwarts will be working for their own political survival in the coming elections.
Political realignments suggest that the presidential race has narrowed down to a one-on-one match up between LP and NP. Sakit ni paminawon sa ubang presidentiables, but that’s the trend. They will try to surmount the lead of the frontrunner, but it’s going to be uphill.
For example, former president and Partido Ng Masang Pilipino standard bearer Joseph Estrada, who consistently ranks number 3 in surveys, has recently confessed that his campaign is suffering from an El Niño of sorts, i.e., contributors are not coming his way. Erap, who had hoped to pick up steam once his political ads start coming out, made a light note of this revelation but I think it was enough to tell his supporters about a serious problem plaguing his candidacy.
As a political observer, I understand the lack or loss of campaign contributors usually happens if the candidate cannot surmount the lead of the frontrunner. It happened for Joe de Venecia in 1998. He ran under the administration ticket but despite the built in machinery, his campaign collapsed weeks before the elections. By talking about the same problem less than two and a half months before the polling, Erap seems to be saying that his presidential bid is weak.
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In two previous columns I wrote that celebrity endorsements are a basic marketing tool for product brands in the US. While experts are careful not to use the wrong celebrity, a point conveyed when world champion golfer Tiger Woods endorsed a car brand associated with older men, there is also an awareness not to get an endorser who is too famous.
US marketing gurus say celebrity endorsements work best if the celebrity is not too popular, too pretty or overwhelming because they overshadow the brands in the advertising. Consumers can become tired seeing the celebrity’s face on TV, billboards, magazines, etc.
For example, Hollywood star Angelina Jolie used to endorse the women’s clothing line, St. John. However, her status as the most recognized celebrity throughout the world made marketing planners cancel her from the advertisement because she “overshadowed” the brand. As a result, the company signed up British model Karen Elson as the fashion line’s new face.
It is in this context when I said that Kris Aquino can be a plus and minus factor once she goes out to campaign for her brother Noynoy. Will she stand on the same stage with him, or following the marketing principle of St. John, will she come up with a parallel campaign minus Noynoy?
Source: INQUIRER DOT NET
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