Surrogate Advertising presentation pptx pptx

Surrogate advertisement ppt

1. Surrogate Advertising: A Closer Look Group 2 Deep Taid (36) Irfaan Habib Ahmed (46) MD Firoz Ali (54) Saikat Kamal Halder (60) Sartaz Aziz (61)

2. Contents 1 2 3 4 5 Introduction Advantages of surrogate advertisement Limitation of Surrogate advertisement Real examples of surrogate advertisement Conclusion 2

3. Introduction "Imagine a world where products are marketed in disguise, where the advertisement you see isn't exactly for what it seems. Welcome to the realm of surrogate advertising, a strategic and often controversial practice utilized when promoting one product under the guise of another. Today, we delve into the fascinating world of surrogate advertising, exploring its purpose, methods, controversies, and impact on consumer behavior and societal perceptions." 3

4. MEANING Meaning of Surrogate Advertising Surrogate advertising refers to the promotion of a different product or brand under the guise of advertising a different product, usually due to legal restrictions or regulations. It is commonly used in industries such as alcohol and tobacco 4

5. Advantages of Surrogate Advertising 5 20XX Indirect Promotion of Restricted Products Surrogate advertising allows companies to indirectly promote their restricted products without violating regulations. Brand Visibility and Awareness Surrogate advertising helps maintain brand visibility and awareness. Positive Brand Image and Association Surrogate advertising can create a positive brand image and association with the surrogate product.

6. Regulatory Compliance : In industries where advertising certain products is heavily restricted or banned, surrogate advertising serves as a loophole. For instance, when promoting alcoholic beverages or tobacco products, many countries have stringent advertising regulations. Surrogate advertising allows companies to indirectly promote their brand or related merchandise without explicitly showcasing the restricted product, ensuring compliance with regulations while maintaining brand visibility. Brand Diversification and Expansion : Surrogate advertising enables companies to expand their brand portfolio and diversify their offerings without diluting their primary brand image. It allows them to venture into new product lines or segments while leveraging the established brand identity. This approach helps in reaching a wider audience and exploring new markets without risking the core brand reputation. Societal Perception and Public Image : Some companies use surrogate advertising as a means to showcase their support for social causes or responsible behavior. For example, a liquor company might promote responsible drinking or highlight their philanthropic endeavors rather than directly advertising their alcoholic beverages. This strategy aims to positively influence public perception, demonstrating corporate responsibility and ethical values. 6

7. Limitations of Surrogate Advertising Ethical Concerns : Surrogate advertising often raises ethical issues as it involves promoting one product while indirectly hinting at another, especially in industries where the actual product is restricted or banned from advertising. This can lead to confusion or manipulation of consumer perception. Consumer Deception : There's a risk of consumers being misled or deceived by surrogate advertising. When a product is promoted indirectly, consumers might not clearly understand the actual item being marketed, leading to potential confusion or misunderstandings. Regulatory Scrutiny and Changes : Regulations governing surrogate advertising can change over time, leading to increased scrutiny or potential legal challenges for companies utilizing such advertising strategies. As regulations evolve, companies might find themselves needing to adjust their marketing methods accordingly. Impact on Brand Integrity : In some cases, surrogate advertising can negatively impact a brand's integrity if consumers perceive it as manipulative or disingenuous. Associating a brand with indirect promotion might undermine its authenticity or credibility in the eyes of consumers. Limited Direct Marketing : Surrogate advertising limits the direct promotion of the actual product. While it maintains brand visibility, it might hinder the ability to directly highlight product features, benefits, or competitive advantages compared to traditional direct advertising methods. Potential Backlash and Public Perception : If consumers feel manipulated or misled by surrogate advertising tactics, it can lead to negative public perception. This backlash might harm the brand's reputation and trust among its target audience, impacting long-term brand loyalty and sales. These limitations underline the ethical, regulatory, and perception-related challenges associated with surrogate advertising, emphasizing the potential risks and constraints for companies employing this marketing strategy. 7

8. Real examples of surrogate advertising 8 Bacardi Bacardi has used surrogate advertising by promoting music concerts and events like NH7 weekender instead of directly advertising their alcoholic beverages. This strategy allows them to indirectly create brand awareness and maintain visibility. Heineken Heineken has utilized surrogate advertising by sponsoring sports events like UE FA champions league and featuring their brand prominently. This allows them to indirectly promote their alcoholic beverages while associating their brand with sports and outdoor activities. Absolut Vodka Absolut Vodka has employed surrogate advertising by creating advertisements that showcase art and creativity. By focusing on the artistic aspects of their brand, they indirectly promote their alcoholic beverages while also appealing to a wider audience.

9. Conclusion Surrogate advertising is a strategic approach used by companies to promote restricted products indirectly . W hile surrogate advertising can be an effective marketing strategy, it is essential for companies to approach it with caution and responsibility. By considering the advantages and limitations, companies can make informed decisions about whether or not to use surrogate advertising in their marketing campaigns. 9

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