Philippine Elections! What influences your choice of leaders?

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I do not mean to take the ride for discussions about the upcoming elections. It is my first time to vote in the Philippines as I was not lucky enough to register for the past elections. At 26, I realized the importance of responsible citizenship because the future of my daughter is at risk. So my question goes, what influences your choice of leaders? Does the Tv ads affects your choice? Their 'feng shui' consulted campaign colors? Posters? Logo? Track record? Etc. Also, why do they matter?