SURROGATE ADVERTISEMENTS

How Such ads are influencing on customers

1. A Presentation on “ Surrogate A dvertising” Presented By Rubeena.Sk

2. INTRODUCTION The literal meaning of ‘surrogate advertising’ is duplicating the brand image of one product extensively to promote another product of the same brand .it is done when the original product is not allowed to advertise itself on mass media.

3. DEFINITION “Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the disguise of another product.”

4. Examples….

5. HISTORY OF SURROGATE ADVERTISING It is said that birth of surrogate advertising happened in Britain , where housewives started protesting against liquor advertisements which provoked their husbands. The protest rose to a level where liquor advertising had to be banned and brand owners seeing no way out decided to promote fruit juices and soda under the brand name; the concept later emerged as surrogate advertisements.

6. OBJECTIVES OF SURROGATE ADVERTISING The real objectives of surrogate advertising is effective communication between producers & consumers with the purpose to sell a product or service which could not do advertise. These advertisements are 1.Informative 2.Persuasive 3.Reminders

7. ADVANTAGES & DISADVANTAGES Advantages It helps the company to generate sales for banned products. It keeps on reminding consumers about the banned products indirectly. If nobody can advertise, then the threat of competition from new players or new launches by competitiorsis minimized. Disadvantages It beats the purpose of ban on advertisement of harmful products. It is harming the society a lot because children cannot distinguish between the banned products and the advertised product.

8. SURROGATE ADVERTISING IN INDIA In India alcohol and cigarettes brands are not allowed to give advertisements on television. It have been banned since 1995.because of those ads had direct influence on consumers' purchasing behavior. Thus, India gradually adopted surrogate advertisements. So such companies to focus more on brand extension and thus liquor companies started sponsoring and hosting glamorous events, yet many others started distributing t-shirts, caps, key chains, drinking glasses with the brand name displayed on these products.

9. EFFECTIVENESS OF SURROGATE ADVERTISEMENTS According to the inferences drawn from several surveys and interviews, 50 out of 50 people can understand the actual liquor or tobacco product being advertised. Surrogate advertisements do impact a consumer's buying decision as well as They also inform consumers about the leading liquor brands and thus promote sales.

10. CONCLUSION Surrogate advertisements are not only misleading , but also false and dishonest in many cases. Government need to regulate the laws regarding surrogate advertising like more imposition of tax & reduce the number of liquor shops. Because of youth are being influenced by such ads it will impact on nation.

11. REFERENCES https://en.wikipedia.org/wiki/ Surrogate _advertising.ppt www.icmrindia.org/.../Banning%20Liquor%20 Surrogate %20 Advertising https://www.scribd.com/doc/129547924/ Surrogate - Advertising -2 www.slideshare.net/NITCALICUT_SOMS/ surrogate -advertisement www.slideshare.net/NITCALICUT_SOMS/ surrogate - advertisement https://www.scribd.com/doc/35158729/ Surrogate - Advertising -Final- Ppt

12. Thank You