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m Advertisement

m Types of Advertising
m Surrogate Advertisement
m Pros and Cons
m Examples
m Bibliography
m According to American Marketing
Association (AMA)

´Advertising is any paid form of non personal


presentation and promotion of ideas, goods
and services by an identified sponsor.µ
m Print
m Broadcast
m Outdoor
m Covert
m Public Service Advertising
m Celebrity
m Surrogate
SURROGATE
ADVERTISING
m Duplicating brand image of one product
extensively, in order to promote, another
product of the same company.

m Use of well established brand, except the


original product, to encompass that product.

m For example: cd·s, cassettes, apparels and


accessories.
m The sponsoring of sports/cultural/leisure
events and activities.

m It is dedicated towards the use of an


insignificant, ´harmlessµ product to
increase/maintain awareness for their
primary ´harmfulµ brand.

m Surrogate advertisements are misleading,


false and dishonest in many cases.
m The Rs.60,000 cr. Indian beverage industry
has always been operating in a restricted
and controlled environment.

m It is a legitimate business in the country


which contributes a whopping Rs.22,000 cr.
just in revenues to the government.

m It is not allowed to market its products freely


and communicate to its consumers directly.
m According to a market survey done in India
in 2001, advertising has

1. A direct influence on the consumption


habits of 431 million people, and

2. An indirect impact on 275 million aspirants


from the lower income group.
3. The conservative Cable TV penetration is
estimated around 50 per cent.

m This is still a big number that can be


persuaded by surrogate advertising.
m The advertising is designed to sell
liquor/cigarettes but pretends to be all about
water or apple juice or soda.

m It·s like everyone knows what·s going on:


1. The manufacturers know what the real
reason for the ad is,

2. The consumers know what·s really been


advertised, and
3. The government knows that too.

m So why not either:


1. Do away with this wholesale scam and let
them advertise all their stuff, or

2. Ban such surrogate advertising?


The major players who use surrogate
advertising as their strategically promotion
elements:
È WILLS
È MANIKCHAND
È BACARDI
È KINGFISHER
È ARISTROCRAT
È SMIRNOFF
È SEAGRAMS
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m Kingfisher promote their liquors, beers and
whiskies, which constitutes 95% revenues of
the UB group.
1. It is neither promoted by the Central nor by
the State government.

2. The advertising of these products are


banned on the television.
m The liquor king Vijay Mallaya and his group
promoted their products by different
strategies, like
1. They owned a cricket team ROYAL
CHALLENGERS BANGALORE

2. By launching India·s costliest Kingfisher


Calendars.

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