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What does one mean by Surrogate Advertising?
Direct advertising for certain products such as liquor, cigarettes, etc is banned in India under the Cable TV Regulation Act as these products are considered harmful for the citizens as well as the society in general. In such scenarios, the companies producing these commodities resort to a disguised form of advertising which is called surrogate advertising.
Various techniques are used for surrogate advertising such as advertising a different product under the same brand name, sponsoring sports teams and events, issuing public statements, sponsoring community events etc. For advertising different products under the same brand name, companies can complementary products such as soda, bottled drinking water, juice etc. or unrelated products such as music CDs and playing cards. These methods help the companies to increase the audience for their brand. The consumers start associating various events and products to these brands and companies and that is how these companies increase the consumer base. These surrogate advertisements can, however, be extremely misleading at times. In India, tobacco products are prevented from being promoted even in a disguised manner but liquor companies have managed to find various loopholes in our laws. Some popular examples of surrogate advertising by liquor companies are- music CDs by Bacardi, Soda by Hayward’s 500, the sponsorship of Royal Challengers Bangalore, etc.
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8 Comments. Leave new
Good effort.
Informative ! The post has successfully delivered the basic idea of surrogate advertising. Its always nice to learn something new. 😀
good job.
You said right.. Actually surrogate advertising works well too..
Loopholes in the restriction made by the government has led to the concept of surrogate marketing. The impact of surrogate marketing is visibly seen in the market and hence the whole idea of banning the product from the market becomes void and hence I feel steps should be taken to ban surrogate marketing as well.
Well done!!
This is something good 😀 a must read from those you have noted all these stuff are shown in advertisment as music cds 😛 hehe 😀
Rest all these firm funds a lot on sponsership and stuff so that their logo get flashed in many area ;D
and that to they sponser big events like IPL which get past million / billions of eye balls everyday 😀
Inteligent Idea 😀
I had no idea about surrogate advertising and now it all makes sense to me. Very well explained and well written 🙂