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4. KIM CHIU
Winning endorser quality: With her legions of fans, Kim Chiu is sure to bring in a great deal, in monetary terms as well as publicity, when endorsing a brand. Besides, what's not to like about her? She is young, well-mannered, famous, gorgeous, and arguably the brightest star of her generation.
Why advertisers like her: "Kim is a direct beneficiary of the rise of the soap opera stars of the 'Korean/Chinese' genre. Her special appeal is that she is immediately associated with the beautifully fragile, vulnerable yet determined girl/woman. She has a powerful appeal among young romantic types because she is seen as being the epitome of the perfect girlfriend. If you are like Kim, you will always end up on the bright side of life." Mon Jimenez of Woo Consult
New on her list: Enervon Multivitamins, Rejoice, Whisper Sanitary Napkins, Ph Care Feminine Wash, Smart Buddy, Smart Sandbox, Voice Combo Sandwich, Bench
Past endorsements: Jollibee, Close-up, Nescafe, Coke
3. MARIAN RIVERA
Winning endorser quality: As scientific studies show, attractiveness is an important indicator of effectiveness.
Why advertisers like her: "In our choice, for instance, of Marian Rivera for a petroleum company client we handled, she provided the excitement, fresh look and instant recognition the brand needed… The market understood the product and was able to relate to it because she embodied the values the brand stood for. As could be expected, she motivated purchase because of her appeal across all classes and gender." Christine Marie Leido of AB Communications, Inc.
New on her list: SM Development Corporation, San Marino Corned Tuna, San Mig Light Beer, Jag Jeans, Nesvita Cereal Drink, MaxiPeel, Fit 'n Right, Sunsilk Shampoo, Gran Matador Brandy, PLDT Landline Plus, PLDT Reloadable Card, Natasha Beauty Cosmetics, Jag Jeans, Laserlight Hair Removal
Past endorsements: Blue Water Day Spa, Skin White Lotion