Tuesday, July 14, 2009

P500 million of Pag-IBIG money spent to prettify Noli De Castro

Some people don't need to go to Vicky Belo to have their faces prettified, they go to Pag-IBIG Fund and spend up to P500 Million of its members contributions to put out all manner of advertisements featuring their face and voice.

Vice President Noli De Castro, who was appointed to lead key government shelter agencies and is the Chairman of Pag-IBIG Fund, is the main endorser and major beneficiary of the advertisements.

De Castro has denied that he is using Pag-IBIG Fund commercials to prop up his political image for the 2010 elections. But then again, he hasn't denied that the Pag-IBIG Fund commercials have contributed significantly to his popularity ratings.

He doesn't have a top rating TV program anymore and his only exposure comes from either the news or the Pag-IBIG Fund advertisements. Any advertising or PR guy will tell you that media exposure through the news only gives marginal publicity points when compared to media exposure through paid advertisements that really drives up the numbers.

What makes Pag-IBIG Fund advertisements particularly effective in driving up the popularity ratings of De Castro is the fact that the institution has a ready audience (Pag-IBIG Fund contributors all over the country).

In any case, delicadeza

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