Surrogate Advertising
| SURROGATE ADVERTISING | TERM PAPER SUBMISSION |
SUBMITTED BYAnnika Albuquerque |
CONTENTS EXECUTIVE SUMMARY 1 The concept of Surrogate Advertising 1 History of Surrogate Advertising 2 Current Scenario 2 The sugar coated pill called Surrogate Advertising 3 The need of the hour 3 As students studying Ethics and Indian Values 4
Surrogate Advertising Ethical
EXECUTIVE SUMMARY
Advertising has become a big tool for disseminating product Information. It is being done through different media – banners, radio, television & lately the internet. Advertisement in general has also drawn Public ire & government intervention time and again – either for moving away from truth and the consumers 'right to know' or for creating false images. This is especially true in the case of surrogate advertisements. The issue of surrogate advertisement gained publicity after the government imposed a ban on it. The purpose of this project is to highlight & discuss the same.
THE CONCEPT OF SURROGATE ADVERTISING
Even after the ban, liquor companies continued to advertise their drinks in the form of surrogate advertisements. In this type of advertisement, a product other than the banned one is promoted using an already established brand name. Such advertisements or sponsorships help in brand building and contribute to brand recall. The product shown in the advertisement is called the ‘surrogate.’ The surrogate could either resemble the original product or could be a different product altogether, but using the established brand of the original product. The sponsoring of sports/cultural/leisure events and activities using a liquor brand name also falls in the category of surrogate advertising.
Essentially it is the advertisement of the items on the negative list, such as tobacco and liquor. The masked creative’s leave it to the consumer to read between the lines. Brand managers call it leveraging on the existing equity of the brand, agencies define it as an
SUBMITTED BYAnnika Albuquerque |
CONTENTS EXECUTIVE SUMMARY 1 The concept of Surrogate Advertising 1 History of Surrogate Advertising 2 Current Scenario 2 The sugar coated pill called Surrogate Advertising 3 The need of the hour 3 As students studying Ethics and Indian Values 4
Surrogate Advertising Ethical
EXECUTIVE SUMMARY
Advertising has become a big tool for disseminating product Information. It is being done through different media – banners, radio, television & lately the internet. Advertisement in general has also drawn Public ire & government intervention time and again – either for moving away from truth and the consumers 'right to know' or for creating false images. This is especially true in the case of surrogate advertisements. The issue of surrogate advertisement gained publicity after the government imposed a ban on it. The purpose of this project is to highlight & discuss the same.
THE CONCEPT OF SURROGATE ADVERTISING
Even after the ban, liquor companies continued to advertise their drinks in the form of surrogate advertisements. In this type of advertisement, a product other than the banned one is promoted using an already established brand name. Such advertisements or sponsorships help in brand building and contribute to brand recall. The product shown in the advertisement is called the ‘surrogate.’ The surrogate could either resemble the original product or could be a different product altogether, but using the established brand of the original product. The sponsoring of sports/cultural/leisure events and activities using a liquor brand name also falls in the category of surrogate advertising.
Essentially it is the advertisement of the items on the negative list, such as tobacco and liquor. The masked creative’s leave it to the consumer to read between the lines. Brand managers call it leveraging on the existing equity of the brand, agencies define it as an