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Friday, November 18, 2005
Delicacy shops, bars cash in on Ad Congress
By Charmaine Y. Rodriguez
Sun.Star Staff Reporter
DRIED fish storeowners Esther and Guiller Ceballos anticipate a busy week, as Cebu again hosts the Philippine Advertising Congress.
The couple, who has sold dried fish and Cebuano delicacies in the Taboan Public Market for almost a decade, said their earnings from the sought-after danggit, pusit and dried mangoes doubled during the advertising congresses in 1999 and 2001, both held in Cebu.
Jessica Avila, former president of the Hotels, Resorts and Restaurants Association of Cebu, said that traders like the Ceballoses—as well as barbecue and lechon vendors and owners of bars, shops in malls, restaurants and souvenir shops—have all benefited from Cebu’s hosting of the congress.
But Vicki Pastoriza, former president of the Cebu Association of Accredited Advertising Agencies (C4A), said some of Cebu’s business owners still have a lot to understand about advertising.
“A lot are slowly advertising but some still do it on their own. Inato lang ba. That limited knowledge is dangerous. If they want to do it right, they should come to us because our expertise is communication. Leave it to us and you will reap the most benefits,” she advised business owners.
Cebu’s gain
She said some of those who opt not to go to advertising agencies end up spending more than what they actually need to.
Pastoriza hopes the congress will open the eyes of local enterprises on the importance of product promotion.
However, she admitted the C4A is no longer “very active” at present. It currently has four members.
But she said her agency, Camp Cebu, is an active member of the Association of Accredited Advertising Agencies and is the only accredited agency outside Cebu.
However, Avila noted that this year’s congress is not as publicized as the previous ones. She believes the country’s political uncertainty is affecting the mood especially of advertisers, who are mostly from Manila.
Organizers are also reportedly not very keen on spending so much for some events proposed to them.
For the Ceballoses, they expect to earn about P30,000 to P40,000 from dried fish, souvenir items and Cebu delicacies.
(November 18, 2005 issue)
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