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Surrogate Advertising

This document discusses a research project on surrogate advertising. The purpose is to understand the reasons for and social issues caused by surrogate ads, and whether beverage industries have benefited. The objectives are to understand the purpose of surrogate ads from the company and consumer perspectives, whether consumers are induced to buy products, and how governments regulate them. The methodology involves a questionnaire survey of 50 people aged 21 and older in Delhi colleges. Findings show most feel ads are necessary but unethical, and surrogate ads do not induce people to buy original brands. Suggestions include transparent laws banning surrogate ads under single brands and consumer awareness programs.

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Saman Naqvi
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502 views11 pages

Surrogate Advertising

This document discusses a research project on surrogate advertising. The purpose is to understand the reasons for and social issues caused by surrogate ads, and whether beverage industries have benefited. The objectives are to understand the purpose of surrogate ads from the company and consumer perspectives, whether consumers are induced to buy products, and how governments regulate them. The methodology involves a questionnaire survey of 50 people aged 21 and older in Delhi colleges. Findings show most feel ads are necessary but unethical, and surrogate ads do not induce people to buy original brands. Suggestions include transparent laws banning surrogate ads under single brands and consumer awareness programs.

Uploaded by

Saman Naqvi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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PROJECT REPORT ON

SURROGATE ADVERTISING
A Form of Brand Extension

Purpose of study
To unveil the purpose behind surrogate Ads The social issues that have emerged as a result of such form of advertisings. To know whether the beverage industries have really benefitted after following such strategy. Different national regulations and international regulations involved in sorting out the problem of surrogate advertisings. Issues involved in surrogate advertising To know the industry view.

Objective of study
Objectives of research studies are as follows:1) 2) 3) 4) 5) Purpose of company doing surrogate advertising What does this all have to do with the final consumer? What image does he carry of these products? Whether the customers were induce to buy the product or not? Does he know that the advertisement which is shown is meant for some other product? 6) Does he think it is Right/Ethical? 7) Whether customers buy surrogate products or not? 8) Whether company actually cares of the sale of its surrogate product? 9) Which types of customers are targeted most? 10) How the government is tackling the problem of surrogate advertising?

Research methodology
Research Design Exploratory Research conducted by me in the Sri Guru Gobind Singh College of Commerce and Department of Commerce, Delhi School of Economics for filling up the questionnaires . Instrument Design, in the form of questionnaire and interviews with the respondents. Sampling Design:  Sampling Method: Conveniently Sampling.  Sample Type: Target audience would be comprises of those who are of the age group of 21 yrs and above. Educated, at least know about what advertising is, have seen the surrogate advertisement.  Sample Size: 50  Sample Area: College premises, Sri Guru Gobind Singh College of Commerce, Pitampura, Department of Commerce, Delhi School of Economics, North Campus, Delhi

INTRODUCTION
A surrogate advertising is that strategy of advertisements in which the different product is promoted using an already established name. Example, - related products (e.g.: Tata Salt and Tata Tea) or - unrelated products (e.g.: Tata Tea and Tata Indica). FeaturesHeavy advertising is done so that the customers do not forget their liquor & tobacco brands, for which advertisements are banned. The advertisements for such new products are placed under the category of "Surrogate Advertisements". Their only objective is to compensate the losses arising out of the ban on advertisements of one particular product (i.e. liquor). The companies can always claim that the order is being implemented and advertisements of liquor are banned, but the objective of the Government behind imposing the ban is not fulfilled. It's a new weapon of Proxy War(1).

Surrogate advertisement by Tobacco and Liquor industry


Examples from tobacco industry Red & White bravery awards, Wills lifestyle, Four Square white water rafting, etc Examples from liquor industry Bagpiper soda and cassettes & CDs, 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.

Data Representation

DATA REPRESENTATION

Agenda behind surrogate No. of person advertising To promote banned 44 product To promote surrogate 2 product Can t say 2 Don t know 2

Percent 85% 5% 5% 5%

FINDINGS
On analyzing the data following conclusions were drawn:
Majority of the respondent do agrees advertisement of any product is necessary due to stiff competition prevailing globally Many of them have knowledge of surrogate ads but they were of the view that these are unethical ways of brand advertising. Original Brand recall is low among the respondents. Strong facts that the surrogate ads do not induce the consumer to purchase the original brand, they just remind the brand existence. Most of the respondent are view that more of social campaign must be carried out Instead of debarring company from advertising Since such industry contribute large percentage of their share in GDP. The government decision to ban ITC from sponsoring Indian Cricket team was not a right decision as ads by the company do not induce the customer to purchase the original brands. Major of the respondent were also able to recall the original brand either because these were used by them or any of their family member.

Suggestions for measures to be taken:


Measures may also be considered to ensure that brand names or logos of tobacco products are not visible, even if such brands support international events. Making transparent laws banning surrogate advertisements for different products under a single brand names, for instance by amending the Trade Marks Act(9) Creating a consumer awareness programme to help people understand the negative impact of surrogate advertisements; Adopting strict laws to penalise those companies featuring surrogate advertisements without any real existence of the product; Youth led campaigns appealing the government for a comprehensive ban on tobacco advertising through NGOs such as HRIDAY (Health Related Information Dissemination Amongst Youth)-SHAN (Student Health Action Network), created a supportive environment to enforce tobacco control measures. These examples show that role of NGOs should be recognized and they should be given more autonomy to work on such issues.

THANK YOU!!

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