Mercado: Political Ads

NEWSPAPER readers here want to know about, or see the pictures of, the candidates for local positions.

Most readers are interested about aspirants in their community as well as those outside who could be their friends or kin.

New or repeat aspirants are ignorant of the advantages of political ads. So they are kept out of public awareness unlike the reelectionists who utilize newspaper ads to keep them in constant focus.

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Running for public office is no different from opening a new business. Frequently both the candidate and the business owner commit the same fault-- they ignore to advertise their enterprise.

A businessman invests millions in a commercial venture but would scrimp and dispense with a P10,000 worth of advertisement to announce the opening of his store or office. Thus it will take a long period for the enterprise to catch public interest and acquire customers.

It is the same fault and attitude of the local candidates who assumed that the voters have a close and clear knowledge about them. A study of election winners will show that majority of them used political ads to sell themselves.

The public hardly take serious notice of the posters of the aspirants which slogans and programs strain and burden the eyes the motorists or pedestrians.

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At the 12-person average in the line-up of a political party or aggrupation, it very easy to raise P14,000 to put up a one-page Ad in community papers. The space is enough to print the candidates' solo photo and biodata plus proposed plans.

This provides a lasting guide to the reader-voters for their information and appreciation. Unknown to the pedestrian and passer-by, certain candidates with outstanding credentials and background info are not contained in street posters.

In the cities of Mabalacat, Angeles, and San Fernando, not all reelecting bets are known and recognized by first time voters. So are rival aspirants from other groups especially the Independent candidates.

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I am impressed by Dr. Renato P. Legaspi PhD who I am certain understand the effectiveness and practicality of a newspaper ad. His candidacy as CLASE Partylist nominee has been gaining ground in the Kapampangan community through this daily. Thousands of readers will remember his name as a result of regular exposure to his ad.

Dr. Legaspi beats the other local Partylist aspirants in capturing and sustaining adherents via the SSP grapevine. His rivals do not leave a lasting mark with sporadic press releases.

I am dumbfounded why the more deserving and qualified bets, Partylist or regular would spend millions of pesos in the campaign and forget to put out a P14,000 one page ad to reach the public.

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I urge Dr. Legaspi to come up with one page ad to publish his plans and programs in detail as well as pertinent biodata to inform voters of his full credentials. It is time for ALE's Lina Bagasina to do likewise. Lour cabalen are not aware of her solid achievements in providing employment and livelihood activities. Partylist nominee Lyra Buan should come up with her proposed programs and plans for public appreciation. Butil Rep. Agapito Guanlao's accomplishment report has yet to be published in full. You, too, Councilor Mike Tapang, your brochure on Porac development and the problem with the town mayor should be publicized.

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The study on Clark airport development, a brainchild of Alex Cauguiran has become the small bible of presidential and senatorial candidates who want to capture Central Luzon votes. They totally agree and endorse the plans.

That Alex has deep involvement and solid experience in the issue, being former CIAC EVP and COO, makes his proposals credible and doable.

Non-believers should come up with new and improved propositions, not to prove he is wrong but to add and enhance the collective initiatives for a dual airport system. In this goal, we are one with Cauguiran's brilliant proposal as well as his critics.

With an imminent Duterte presidency, and relevant to Mayor Pamintuan's support to the maverick Davao city mayor, it will not be improbable that the administration of CIAC, or the CDC for that matter, may be given to a cabalen with proven expertise.

Likewise a Roxas presidency, relative to the secret pact between him and Gov. Pineda, is a warranty that the CRK will head to the right track.

I wish to think that his in-depth study-proposal for the full development of CRK makes Alex a top choice for the CIAC job.

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Pampangos commend both Nanay Baby and City Mayor EdPam for not "putting all their eggs in one basket." That's classic political wisdom.

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