Surrogate advertisements are misleading, false and dishonest in many cases. Surrogate ADVERTISING is designed to sell liquor / cigarettes but pretends to be about water or apple juice or soda. The surrogate ad industry is a legitimate business in the country which contributes a whopping Rs.22,000 cr. Just in revenues to the government.
Surrogate advertisements are misleading, false and dishonest in many cases. Surrogate ADVERTISING is designed to sell liquor / cigarettes but pretends to be about water or apple juice or soda. The surrogate ad industry is a legitimate business in the country which contributes a whopping Rs.22,000 cr. Just in revenues to the government.
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Surrogate advertisements are misleading, false and dishonest in many cases. Surrogate ADVERTISING is designed to sell liquor / cigarettes but pretends to be about water or apple juice or soda. The surrogate ad industry is a legitimate business in the country which contributes a whopping Rs.22,000 cr. Just in revenues to the government.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
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
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