Surrogate advertisement
Advertising is any paid form of non personal presentation and promotion of ideas, goods and services by an identified sponsor.
It is a form of advertising which is resorted to market such goods and services which are not permitted to be advertised directly under the law
Surrogate advertising is a form of advertising which is used to market commodities such as alcohol, cigarettes, tobacco and narcotic products and pharmaceutical products which cannot be advertised directly under applicable Indian laws
The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product (the alcohol or cigarette).
It is an effective way of communicating the value of a product or service with large exposure to target consumer.
Print? Broadcast? Outdoor? Covert? Public Service Advertising? Celebrity?
Surrogate
Duplicating brand image of one product extensively, in order to promote, another product of the same company.
Use of well established brand, except the original product, to encompass that product.
It is done by complementary products such as Soda, bottled drinking water, fruit juice etc.?
Other commonly advertised includes –
Music CDs ,apparel and accessories and sports good of the same brand
In India it is legal to manufacture liquor and sell hem freely. But it is illegal to advertise them through the public media.
The sponsoring of sports/cultural/leisure events and activities.?
Surrogate advertisements are misleading, false and dishonest in many cases.?
Also used when companies want to cultivate an image of social responsibility.
Eg. Advertisement of sweet treats during children’s cartoons, Pharmaceutical products.
EVOLUTION OF SURROGATE ADVERTISING
The birth of surrogate advertising happened in Britain, because housewives started protesting against liquor advertisements which provoked their husbands.
In India, some extensive surveys resulted in findings which showed that liquor ads had direct influence on consumers' purchasing behaviour.
The cable T.V regulation act banned liquor and cigarette advertisements from 1995. Thus, India gradually adopted surrogate advertisements.
With government now banning even most of the surrogate advertisements, the companies are turning to event sponsorship, event organising, corporate films and more and more innovative integrated marketing communication strategies.
EXAMPLES FROM LIQUOR INDUSTRY: BAGPIPER SODA, CASSETTES & CDS, HAYWARDS SODA, ROYAL CHALLENGE, GOLF ACCESSORIES AND MINERAL WATER, KINGFISHER MINERAL WATER, WHITE MISCHIEF HOLIDAYS, SMIRNOFF CASSETTES & CDS, IMPERIAL BLUE CASSETTES & CDS, TEACHER'S ACHIEVEMENT AWARDS ETC.
SURROGATE ADVERTISEMENT BY TOBACCO AND LIQUOR INDUSTRY EXAMPLES FROM TOBACCO INDUSTRY: RED & WHITE BRAVERY AWARDS, WILLS LIFESTYLE, FOUR SQUARE,WHITE WATER RAFTING,ETC.
Advertising Standards Council of India.?
Products advertising for liquor, cigarette is banned in the country since 1995.?
Alcohol advertisement promotes underage drinking.
The major players who use surrogate advertising as their strategically promotion elements:?
WILLS? MANIKCHAND? BACARDI? KINGFISHER? ARISTROCRAT? SMIRNOFF? SEAGRAMS
Kingfisher promote their liquors, beers and whiskies, which constitutes the major part of revenues of the UB group.?
It is neither promoted by the Central nor by the State government.?
The advertising of these products are banned on the television.
Advertising is any paid form of non personal presentation and promotion of ideas, goods and services by an identified sponsor.
It is a form of advertising which is resorted to market such goods and services which are not permitted to be advertised directly under the law
Surrogate advertising is a form of advertising which is used to market commodities such as alcohol, cigarettes, tobacco and narcotic products and pharmaceutical products which cannot be advertised directly under applicable Indian laws
The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product (the alcohol or cigarette).
It is an effective way of communicating the value of a product or service with large exposure to target consumer.
Print? Broadcast? Outdoor? Covert? Public Service Advertising? Celebrity?
Surrogate
Duplicating brand image of one product extensively, in order to promote, another product of the same company.
Use of well established brand, except the original product, to encompass that product.
It is done by complementary products such as Soda, bottled drinking water, fruit juice etc.?
Other commonly advertised includes –
Music CDs ,apparel and accessories and sports good of the same brand
In India it is legal to manufacture liquor and sell hem freely. But it is illegal to advertise them through the public media.
The sponsoring of sports/cultural/leisure events and activities.?
Surrogate advertisements are misleading, false and dishonest in many cases.?
Also used when companies want to cultivate an image of social responsibility.
Eg. Advertisement of sweet treats during children’s cartoons, Pharmaceutical products.
EVOLUTION OF SURROGATE ADVERTISING
The birth of surrogate advertising happened in Britain, because housewives started protesting against liquor advertisements which provoked their husbands.
In India, some extensive surveys resulted in findings which showed that liquor ads had direct influence on consumers' purchasing behaviour.
The cable T.V regulation act banned liquor and cigarette advertisements from 1995. Thus, India gradually adopted surrogate advertisements.
With government now banning even most of the surrogate advertisements, the companies are turning to event sponsorship, event organising, corporate films and more and more innovative integrated marketing communication strategies.
SURROGATE ADVERTISEMENT BY TOBACCO AND LIQUOR INDUSTRY EXAMPLES FROM TOBACCO INDUSTRY: RED & WHITE BRAVERY AWARDS, WILLS LIFESTYLE, FOUR SQUARE,WHITE WATER RAFTING,ETC.
Advertising Standards Council of India.?
Products advertising for liquor, cigarette is banned in the country since 1995.?
Alcohol advertisement promotes underage drinking.
The major players who use surrogate advertising as their strategically promotion elements:?
WILLS? MANIKCHAND? BACARDI? KINGFISHER? ARISTROCRAT? SMIRNOFF? SEAGRAMS
Kingfisher promote their liquors, beers and whiskies, which constitutes the major part of revenues of the UB group.?
It is neither promoted by the Central nor by the State government.?
The advertising of these products are banned on the television.
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