Davide: P3.2-M Ads Aim to Boost Publicity of Capitol Programs, Accomplishments
To boost the publicity of its programs and accomplishments, the Cebu Provincial Government announced its plan to hire an advertising agency that would take charge in placing advertisements in print and broadcast companies.
Since placing an advertisement would require payment first before airtime, particularly in broadcast stations, the winning agency would be the one to transact with the station in behalf of the Capitol. Under the rule of the Commission on Audit, advance payment for government transactions is not allowed.
The Provincial Government has allocated P3.2 million for this project.
Under the scheme, the ad agency would place an ad with the broadcast station or a newspaper firm. The Capitol would later settle its account with the ad agency, after the advertisements are aired or published, said Provincial Administrator Mark Tolentino, who also serves as acting Provincial Information Office (PIO) chief.
“Kanang (The) P3.2 million has already been set aside for that purpose, budget sa PIO panahon pa ni Jason Monteclar (It comes from the budget for PIO during the time of (former PIO chief) Jason Monteclar),” Gov. Hilario P. Davide III said in a press conference.
Based on the records of the PIO, the P3.2 million is the fund allocated for advertising and not the contract price in purchasing print, television (TV) or radio ads.
In producing the content or materials for advertisement, it would not necessary come from the agency. The ad agency’s role would be to place ads, on the most ideal time and day, to stations that would best serve the publicity needs of the Capitol.
“Our acting PIO chief believes nga with an agency, mas maka-tabang sila pag publicize, pag advertise what the Province has accomplished so far ug mapakita sa katawhan through advertising,” the governor told reporters.
The PIO had once placed its advertisements directly with broadcast stations, but complying all the requirements are too tedious and some transactions are done in their main offices in Manila.
“Right now kung PIO lang, we don’t get enough publicity on what we’re doing diri sa probinsiya,” said Davide.
The governor also denied that his administration is engaging in electioneering activities.
“Kalayo pa sa election. Ang amo is to advertise the accomplishments of the Province,” he told reporters.
Davide said that hiring an ad agency will be bidded out, and the winning agency must be “the bidder with the lowest calculated responsive bid.”
Tolentino, who sits as the Bids and Awards Committee (BAC) chairperson, pointed out that he will not take part in the process related to the hiring of an ad agency.
