5. innovative marketing surrogate marketing
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Surrogate marketing involves duplicating the brand image of one product to promote another product of the same brand. It originated in Britain and is used when the original product cannot be advertised through mass media. Some examples include Bagpiper soda promoting cassettes and CDs, Royal Challenge golf accessories promoting mineral water, and Imperial Blue cassettes and CDs. Bacardi rum and Kingfisher are also brands that have used surrogate marketing techniques.
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Surrogate marketing
Surrogate marketing involves indirectly promoting banned products like cigarettes and alcohol by promoting other products from the same brand. It originated in Britain and came to India in the 1990s after regulations on cable television. Some advantages are that it helps generate sales for banned products and remind people of them indirectly. However, it undermines the purpose of bans on harmful products and can harm society by confusing children. The liquor industry in India is large and growing, generating government revenue, so economic factors must be considered with laws around surrogate advertising.
Surrogate marketing(1)
Surrogate marketing involves promoting one product, such as alcohol or cigarettes, by extensively advertising another associated product. It aims to increase awareness for the primary product that faces advertising restrictions. While it helps companies sell restricted products and remain in consumers' minds, surrogate advertising misleads people, especially youth, and undermines advertising bans. Both industry and government have roles to play in addressing this issue through more precise laws, enforcement, and education.
Surrogate Advertisement
The document discusses surrogate advertising in India, which involves promoting restricted products like tobacco and liquor through advertising other associated products. It outlines the growth of the advertising sector in India and the loopholes in laws regarding surrogate ads. Examples like Royal Challengers cricket team sponsored by Royal Challenge whiskey are examined. While surrogate ads help companies circumvent bans, they can mislead consumers and negatively impact public health. Stricter regulation of such ads is needed.
Surrogatemarketing
1) Surrogate marketing involves promoting one product, such as sports or cultural events, in order to advertise another product like alcohol or cigarettes that have advertising bans.
2) Surrogate marketing originated in Britain and is commonly used in India since direct advertising of products like liquor and cigarettes has been banned since 1995. Companies instead promote brand extensions or sponsor events.
3) While surrogate marketing allows companies to generate sales for banned products and keep their brands top of mind, it undermines advertising bans and can mislead or influence youth. Stricter government regulation and consumer awareness are needed.
Adv
Surrogate advertising of liquor and cigarettes is banned in India but continues through loopholes in the law. Marketers promote their brands through complementary products like bottled water, music, and sports sponsorships using the same brand names. There is a fine line between legitimate brand extensions and illegal surrogate advertising that promotes consumption of prohibited products. Implementing a total ban on surrogate advertising is difficult due to unclear definitions and blurred lines between actual businesses and surrogate products.
SURROGATE ADVERTISEMENTS
Surrogate advertising promotes banned products like cigarettes and alcohol by advertising related but legal products instead. It originated in Britain when liquor advertising was banned in response to protests. Surrogate ads indirectly remind consumers of banned products and help generate sales while minimizing competition. However, they undermine advertising bans and can mislead or unduly influence children. In India, alcohol and cigarette brands use surrogate ads on TV since their direct ads were banned in 1995. Studies show surrogate ads do impact consumer purchasing decisions. While they benefit companies, tighter regulation is needed to curb their misleading nature and social harms.
Ad spl
This document is a certificate of completion for Hemangi Chatterjee's project on the need and effectiveness of surrogate advertising in the liquor industry. The project was completed under the guidance of Ms. Dhanakshee Kukreja at Amity School of Communication, Amity University in Uttar Pradesh, India. Hemangi Chatterjee studied how surrogate advertising became necessary for the liquor industry after direct advertising of alcohol was banned on television. Through a survey of 60 liquor consumers in Delhi, the project examined whether surrogate advertising is effective at influencing consumer behavior and perceptions of liquor brands.
Is it ethical to include surrogate advertising
This document discusses surrogate advertising, which is when companies advertise other products to promote brands of goods that are banned from direct advertising, like alcohol and tobacco. It provides examples of major companies that use surrogate advertising strategies in India, such as Kingfisher promoting its beer brand through fashion shows, bottled water, calendars and sponsoring sports events. While surrogate ads help companies build their brands and are profitable for TV channels, they are unethical since they indirectly promote harmful banned products to consumers, especially youth. The document suggests steps governments could take to reduce surrogate advertising's influence, like increasing taxes, limiting liquor shops, and raising awareness of health risks.
Recommended
Surrogate marketing
Surrogate marketing involves indirectly promoting banned products like cigarettes and alcohol by promoting other products from the same brand. It originated in Britain and came to India in the 1990s after regulations on cable television. Some advantages are that it helps generate sales for banned products and remind people of them indirectly. However, it undermines the purpose of bans on harmful products and can harm society by confusing children. The liquor industry in India is large and growing, generating government revenue, so economic factors must be considered with laws around surrogate advertising.
Surrogate marketing(1)
Surrogate marketing involves promoting one product, such as alcohol or cigarettes, by extensively advertising another associated product. It aims to increase awareness for the primary product that faces advertising restrictions. While it helps companies sell restricted products and remain in consumers' minds, surrogate advertising misleads people, especially youth, and undermines advertising bans. Both industry and government have roles to play in addressing this issue through more precise laws, enforcement, and education.
Surrogate Advertisement
The document discusses surrogate advertising in India, which involves promoting restricted products like tobacco and liquor through advertising other associated products. It outlines the growth of the advertising sector in India and the loopholes in laws regarding surrogate ads. Examples like Royal Challengers cricket team sponsored by Royal Challenge whiskey are examined. While surrogate ads help companies circumvent bans, they can mislead consumers and negatively impact public health. Stricter regulation of such ads is needed.
Surrogatemarketing
1) Surrogate marketing involves promoting one product, such as sports or cultural events, in order to advertise another product like alcohol or cigarettes that have advertising bans.
2) Surrogate marketing originated in Britain and is commonly used in India since direct advertising of products like liquor and cigarettes has been banned since 1995. Companies instead promote brand extensions or sponsor events.
3) While surrogate marketing allows companies to generate sales for banned products and keep their brands top of mind, it undermines advertising bans and can mislead or influence youth. Stricter government regulation and consumer awareness are needed.
Adv
Surrogate advertising of liquor and cigarettes is banned in India but continues through loopholes in the law. Marketers promote their brands through complementary products like bottled water, music, and sports sponsorships using the same brand names. There is a fine line between legitimate brand extensions and illegal surrogate advertising that promotes consumption of prohibited products. Implementing a total ban on surrogate advertising is difficult due to unclear definitions and blurred lines between actual businesses and surrogate products.
SURROGATE ADVERTISEMENTS
Surrogate advertising promotes banned products like cigarettes and alcohol by advertising related but legal products instead. It originated in Britain when liquor advertising was banned in response to protests. Surrogate ads indirectly remind consumers of banned products and help generate sales while minimizing competition. However, they undermine advertising bans and can mislead or unduly influence children. In India, alcohol and cigarette brands use surrogate ads on TV since their direct ads were banned in 1995. Studies show surrogate ads do impact consumer purchasing decisions. While they benefit companies, tighter regulation is needed to curb their misleading nature and social harms.
Ad spl
This document is a certificate of completion for Hemangi Chatterjee's project on the need and effectiveness of surrogate advertising in the liquor industry. The project was completed under the guidance of Ms. Dhanakshee Kukreja at Amity School of Communication, Amity University in Uttar Pradesh, India. Hemangi Chatterjee studied how surrogate advertising became necessary for the liquor industry after direct advertising of alcohol was banned on television. Through a survey of 60 liquor consumers in Delhi, the project examined whether surrogate advertising is effective at influencing consumer behavior and perceptions of liquor brands.
Is it ethical to include surrogate advertising
This document discusses surrogate advertising, which is when companies advertise other products to promote brands of goods that are banned from direct advertising, like alcohol and tobacco. It provides examples of major companies that use surrogate advertising strategies in India, such as Kingfisher promoting its beer brand through fashion shows, bottled water, calendars and sponsoring sports events. While surrogate ads help companies build their brands and are profitable for TV channels, they are unethical since they indirectly promote harmful banned products to consumers, especially youth. The document suggests steps governments could take to reduce surrogate advertising's influence, like increasing taxes, limiting liquor shops, and raising awareness of health risks.
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This document discusses different types of advertising including surrogate advertising, online advertising, and mobile advertising. Surrogate advertising involves duplicating the brand image of one product to promote another product from the same company. Online advertising uses the internet and websites to convey marketing messages at a lower cost. Mobile advertising advertises through SMS, calls, and social media on devices like phones and tablets, allowing companies to send targeted offers. Examples of companies using these advertising methods are provided.
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This document discusses positioning and targeting strategies for companies. It provides examples of:
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- Concentrated targeting used by companies like Starbucks to focus on gourmet coffee drinkers.
- Multi-segment targeting used by companies to develop distinct strategies for two or more segments.
- Vardaan bidi's differentiated positioning as a safer alternative to tobacco bidis through unique branding and promotion focused on health benefits over competitors.
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This document discusses different types of advertising such as print, broadcast, outdoor, and covert advertising. It also discusses surrogate advertising, which involves using the brand image of one product to promote another product from the same company. Some examples given are soda promoting liquor or music CDs promoting clothing from the same brand. While liquor advertising is banned in India, some major brands still use surrogate advertising through sponsoring sports or cultural events to promote their liquor products. There are concerns that surrogate advertising can be misleading.
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- Undifferentiated targeting used by early companies like Ford's Model T which had no competition.
- Concentrated targeting used by companies like Starbucks to focus on gourmet coffee drinkers.
- Multi-segment targeting used by companies to develop distinct strategies for two or more segments.
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This document discusses ways to increase buying intention of Kara Wipes in Shimla, India. It provides an introduction to the company and brand. Research was conducted through surveys, interviews and observations to understand distribution channels, consumer awareness, and attributes that influence purchase decisions. Key findings show that while awareness exists, availability and price impact buying intention. Recommendations include improving the distribution network and promoting the brand to increase sales of Kara Wipes in Shimla.
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- Amul has a wide range of dairy products from cheese and ice cream to milk powders and health drinks. It aims to provide products for all types of consumers across price points.
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Introduction of the topic
The document discusses celebrity endorsements and their impact on brands. It provides context on the modern marketing environment and increasing use of celebrity endorsements. Some key points made include:
1) Celebrity endorsements are a popular marketing tool used to attract attention and differentiate brands in crowded spaces.
2) Properly matching a celebrity with a brand can help build brand recognition, persuade consumers, and achieve marketing goals, but requires understanding product, brand objectives, and measuring effectiveness.
3) Successful examples globally and in India demonstrate celebrity endorsements can significantly boost sales and brand awareness when the celebrity and category are a good lifestyle fit.
Consumer markets
The document discusses the consumer markets in the Philippines. It notes that the Philippine market is fast-growing and changing across many sectors. Some key factors driving changes in markets include new technologies, increasing discretionary incomes, and changes in demographics. The document also discusses different types of consumer goods and classifications of consumers and markets. It provides cultural examples that help identify Filipino consumers, noting traditions like doing laundry and priorities like education. Various roles consumers play in purchasing decisions are also outlined.
A Study on Celebrity Endoresements in Advertisements
Celebrity endorsement is one of the major forms of advertising in which
company makes use of famous personality as brand ambassador in order to
boost the interest of consumer. Through this paper, researcher tries to find
out the effect of celebrity endorsement as an effective marketing strategy.
The aim of this paper is to identify the role of celebrities in advertisement
and to find out whether the celebrity endorsers is able to increase the
awareness and recalling capacity of brands in consumer. This paper also
focuses on various positive and negative aspects of celebrity endorsement
Similar to 5. innovative marketing surrogate marketing (20)
A Study on Celebrity Endoresements in Advertisements
A Study on Celebrity Endoresements in Advertisements
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supply chain management.pptx
This document discusses distribution management and channels of distribution. It defines distribution as making a product available to consumers and value networks as connections between organizations that benefit all partners. It also discusses factors that influence distribution channels like the nature of the product, target market, company resources, and market environment. Common distribution channels include direct from producer to consumer, using retailers or wholesalers, and working through agents.
Pricing.pptx
This document discusses pricing decisions and strategies. It outlines several key objectives of pricing including return on investment, market share, profit maximization, and preventing competition. Pricing is influenced by internal factors like costs, product differentiation, and objectives as well as external factors like consumers, demand, competition, suppliers, and economic conditions. Several pricing strategies are described such as price lining, captive pricing, dual pricing, premium pricing, penetration pricing, and skimming pricing. Finally, 11 steps in formulating a pricing strategy are provided.
PLC Biju.ppt
Products, like humans, have life cycles that include introduction, growth, maturity, and decline stages. In the introduction stage, costs are high and sales are slow as demand needs to be created. In the growth stage, costs decrease due to economies of scale and sales volumes increase as competition begins. In the maturity stage, sales peak as the market becomes saturated and competition increases, lowering prices and profits. In the decline stage, costs become too high as sales volumes and prices decrease, making profits challenging to achieve. Marketers must adopt different strategies such as pricing, promotions, and product changes depending on the stage in the life cycle.
Branding, product innovation.pptx
The document discusses the importance of product innovation for businesses. It states that products that are profitable today may not be profitable tomorrow, so businesses must innovate to satisfy customers and ensure survival. The document lists several types of product innovations like new packaging, renaming, resizing, brand extensions, and product diversification that can help businesses adapt. It emphasizes that innovation is essential for businesses to stay relevant and competitive over time.
2. Functions of managemnt.pptx
This document discusses the concepts of planning, organizing, staffing, directing, and controlling as key management functions. It provides definitions and explanations of these functions, outlines their importance and principles, and lists steps involved and factors to consider. For each function, the document examines its nature, significance, and challenges. It also explores related concepts like decentralization, organizational culture, and techniques for controlling.
6. innovative marketing viral marketing
Viral marketing spreads marketing messages through social media where consumers share the content with others, similar to how viruses spread. It uses engaging content like video clips, games and images that customers want to share, multiplying the brand's reach. This low-cost promotional method relies on customers to spread the message for the brand. It can quickly expose the marketing content to thousands or millions of potential customers on social media sites at low cost to the business.
4. innovative marketing ambush marketing
Ambush marketing refers to when a company promotes itself in a way that associates with a sponsored event without actually paying for an official sponsorship. For example, during the 2010 World Cup, 36 girls promoting the Dutch beer Bavaria were removed from the stadium for ambushing the event and its official beer sponsor Budweiser. Ambush marketing hijacks other advertisers' campaigns to raise awareness of their own brand without paying sponsorship fees. It is also known as coat-tail marketing or predatory ambushing.
3. innovative marketing guerrilla marketing
Guerrilla marketing is an unconventional marketing strategy that uses small, low-cost tactics inspired by guerrilla warfare. It was founded in 1984 by Jay Conrad Levinson as a way to promote products and services with limited funds. Guerrilla marketing employs creative, unexpected tactics that leverage time, energy, knowledge, and imagination to maximize results through guerrilla-like hits and retreats rather than through normal advertising methods.
2. innovative marketing sustainable marketing
Green marketing refers to promoting products or services based on their environmental benefits, such as being manufactured sustainably, containing no toxic materials, being produced from recycled materials, or being designed to be repairable. Sustainability marketing, also known as green marketing, is when companies focus on social and environmental investments as a marketing strategy in response to criticism about waste, prices, and advertising claims. Companies turn to sustainability marketing to counter negative publicity.
1. innovative marketing cause marketing
Cause marketing involves partnerships between non-profit and for-profit organizations. There are three main forms: traditional cause-related marketing where a portion of sales goes to a cause; consumer fundraising where customers donate to a cause; and event, initiative or program sponsorship. Examples given include Visa donating $1 million to children's literacy and Johnson & Johnson donating part of children's product sales to the World Wildlife Fund. Cause marketing is defined as a corporate social responsibility strategy where a company's promotional campaign both increases profits and benefits society. Association with a non-profit is not required for cause marketing.
Extended marketing mix
The document discusses an extended marketing mix framework that includes three additional Ps: People, Process, and Physical Evidence. It defines each of these additional Ps. People refers to all individuals who directly or indirectly influence the perceived value of a product or service. Process describes the procedures and flow of activities involved in an exchange. Physical Evidence encompasses the tangible aspects of a service that allow customers to evaluate whether they received value, such as facilities, equipment, and materials associated with service delivery.
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Introduction to Consumer behaviour
Consumer behavior is the study of how individuals and groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It analyzes factors influencing purchasing decisions like culture, social groups, family, personal characteristics, and the consumer decision-making process. Marketers study consumer behavior to better understand purchase motivations and develop effective marketing strategies.
Game theory ppt
This document discusses a game theory example called the "grade game" to illustrate concepts like strategy, payoffs, and optimal choices. It presents a scenario where two students each privately choose to bid either A or B, and their grades depend on whether they match or differ from their paired partner's bid. The payoff matrix is shown, with outcomes like both getting a 7 if they match, or one getting a 10 and the other a 3 if they differ. It asks what students would choose, and discusses thinking about maximizing one's own outcome regardless of the partner, or trying to collude for higher joint grades. Overall it uses this game to introduce game theory ideas.
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5. innovative marketing surrogate marketing
- 1. Marketing Innovations Bijubodheswar Government Arts College, Thiruvananthapuram
- 2. SURROGATE Definition MARKETING 1 1 --,-~ Duplicating Brand Image of one product extensively, in order to promote, another product of the same brand '' ' .. ~ ' .• I , . r I ' ' ~ ORIGINATED IN BRITA I INI . i I Surrogate advertisements are used to promote and advertise products of brands when the original product cannot be advertised on mass media. Some instances of surrogate advertisements are: Bagpiper Soda, Cassettes and CDs, Royal Challenge Golf Accessories and Mineral Water, Imperial Blue Cassettes and CDs etc.
- 3. EXAMPLES OF SURROGATE MARKETING . BACARDI RUM
- 6. SURROGATE Definition MARKETING 1 1 --,-~ Duplicating Brand Image of one product extensively, in order to promote, another product of the same brand '' ' .. ~ ' .• I , . r I ' ' ~ ORIGINATED IN BRITA I INI . i I Surrogate advertisements are used to promote and advertise products of brands when the original product cannot be advertised on mass media. Some instances of surrogate advertisements are: Bagpiper Soda, Cassettes and CDs, Royal Challenge Golf Accessories and Mineral Water, Imperial Blue Cassettes and CDs etc.