Photo Credit: momoftobus
The personal social media map exercise in class last week provided a peek into a typical day in the life of an Organizational Communication student at the University of the Philippines-Manila. Individually, the result can be meaningless. Collectively, the results reveal some insight for an outsider or for an advertiser.
Below are the results from the batch tally:
Top 10 Brands You are Exposed To and Remember
- Smart
- Sunsilk
- Coke
- Nescafe
- Bench
- GSM Blue
- Yahoo!
- Sun Cellular
Top 3 Media Channels You Most Use or Most Exposed To
-
Out-of-home (billboards, transit ads)
-
Television
- Online
The listing begs some questions: are the top brands a result of frequent exposure? personal experience with the brand? quality of advertisement?
And for all the talk about Internet use of youth in general, are you really still traditional? Or is the top media list because of availability? Accessibility? No cost implication?
What do you think, seniors?
Tags: Bench, Coke, Facebook, Google, GSM Blue, Nescafe, OrCom, Organizational Communication, Smart, social media, Sun Cellular, Sunsilk, traditional media, UP Manila, Yahoo!
June 27, 2009 at 8:23 am
Basing from the top brands and media channels, I can say that I belong to the minority. LOL. Perhaps, that is the effect of not watching TV and not scrutinizing print ads that much. I think I only got two out of ten in the top brands list, If I’m correct. LOL.
June 27, 2009 at 10:16 am
I belong to the minority din ata.
In my experience, constant exposure to these ads made me recall the ads. 
Like, standing inside the MRT and suddenly seeing this huuuge Bench ad. Hehe.
June 27, 2009 at 4:59 pm
Ads are EVERYWHERE! But we don’t really pay attention to it, unless the endorser’s hot or the tagline’s interesting or if the billboard’s as big as an island (like all the Bench billboards).
But if its plain and irrelevant to us (“us” pertaining to our generation), I’d say.. “Poor advertisers.. Such a waste of money..”
June 27, 2009 at 9:36 pm
Are those top 10 brands arranged in order? SMART being the most remembered? Haha.
This is kind of wierd, considering that in our batch, only Cielo is a SMART(loyal)user. LOL. And Globe, which is used by majority, is not even on the list.
Hmmm. Maybe this is because in spite of the number of ads there is on a particular brand, consumers do not totally rely on ads.
I’m not really sure, but I think, consumers trust the opinions of fellow consumers above all other forms of media referrals and advertising.This is true for me, at least. Haha
June 28, 2009 at 10:42 am
I am an EDSA commuter, and I love seeing new ads coming out of the bridge’s billboards. That Smart billboard ad beside Robinsons Pioneer is really good and funny at the same time because they positioned it right in the area of Globe Telco HQ!
June 28, 2009 at 1:23 pm
I belong to the minority too. The results make me feel that I live a very sheltered life. That, or I don’t pay much attention to ads. Accessibility was never a problem. Sure, an ad can be interesting enough to remember, but if you don’t really need it(the product), it’s also easy enough to forget.
June 28, 2009 at 8:50 pm
Facebook, Google, and Yahoo are the only brands I’m familiar with.
I don’t watch much TV; I can’t remember the advertisements in the newspapers and magazines.
When I commute (yes, because being driven to school = commuting too, hoho), my eyes are usually glued to my DS Lite’s screen. Or my cellphone’s screen. Or I’m prolly sleeping.
So if media buyers want to tap nerdy kids like me, the Internet is the way to go!
June 28, 2009 at 9:19 pm
Funny, I remembered Nescafe because of the way it was placed in primetime shows. Like, one of the characters is drinking coffee in a scene, and voila! She’s drinking Nescafe. Hah. That was funny, and so it stuck to my mind.
On the other hand, I don’t remember a lot of advertisements on the Internet because I’m more or less focused on the things I’m interested in. So I don’t really give much thought to the ads I see on the side. For those TV and outdoor ads however, sometimes there’s just nothing else to look at,then add the frequency of exposure, and it pretty much ends up stuck in my head.
June 28, 2009 at 10:13 pm
Unilever told us that they are the biggest spender on adevrtisements. But only one Unilever product made it to the Top 10.
*tear*
June 28, 2009 at 10:40 pm
Of the brands listed above, only Yahoo! and Google are in my list.
TV, radio, and print ads are just a background to my reality. Really. I think I’m no longer traditional so far as technology usage frequency is concerned. Because I’m a hermit who needs the internet now
Maybe the reason as to why out-of-home media channels top the ranking is because we spend most of our waking hours exposed to them. I for one am exposed to billboards for 4 hours without a choice…
Wish Time Machines are up now. Sigh.
June 28, 2009 at 10:43 pm
If many of us says that we belong to the minority, who then belongs to the majority?
I watch too much TV when I’m home at night(yes, I watch the ABSCBN primetime straight
), really glance at billboards especially when the traffic is too heavy, and yes, surf the net everyday. But still there’s too much disparity from my tally to your tally. =(
Aaaand it saddens me that the ever-dependable biogesic and neozep didn’t make it to the top 10. Yay.
Probably everyone just got too excited during the activity, had poor recall, that’s why the result isn’t really representative.
June 28, 2009 at 10:56 pm
I’m just happy that Sunsilk made it to the top 10. Their radio ad is just brilliant! I’ll never forget it. Is it bec of the copy or bec of echo? I should say both. HAHA.
June 29, 2009 at 12:32 am
I thought that was brilliant too. But for me, it’s because of the copy. Haha. ;p
June 28, 2009 at 11:31 pm
Personally, I see ads mainly on televison screens. No matter how busy I am, I would certainly find time to watch TV. No I am not a fan of TV series, but I find them quite similar to lullabies. Kumbaga pampaantok lang.hehe:-)
June 29, 2009 at 1:23 am
Well I still think that traditional media do great wonders if you talk about the brands being remembered. However, it would be different if we talk of brand experience. Probably, that’s were new social media would be hailed victorious:)
June 29, 2009 at 2:56 am
Even if I commute every single day only two out of the ten products were in my list. I only remember the ads that really caught my attention. I think brand experience and brand necessity also contribute to remembering the ad.
June 29, 2009 at 2:57 am
Even if I commute every single day only two out of the ten products were in my list. I only remember the ads that really caught my attention. And I think brand experience and brand necessity also contribute to remembering the ad.
June 29, 2009 at 6:00 am
I think there’s more to exposure here that meets the eye. Yes, we are exposed to a lot of these advertisements everyday. But I think those brands that made it to the list are there because even though we are equally exposed to them as the other brands, we remember them first because we (I, for the least) use them first hand.
Accessibility. As students we spend most of our waking hours outside our homes. Ergo, everyday, whether we like it or not, our eyes feast on these gigantic and made-to-seduce advertisements.
June 29, 2009 at 5:41 pm
I may have been exposed to the out-of-home media channels but I think these kind of channels are ineffective, at least for me.
Maybe, the traditional media ranked first because companies still prefer to use these channels instead of the new social media. So it’s not that we’re still more on traditional. =)
Exposure to these ads does not entail absorption or retention of ad messages. Repetitive ads are useless when their audience are not paying attention.
July 3, 2009 at 3:07 am
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