PT
Uploaded bypratiksha Thokal
934 views

Surrogate advertisement

This document is a project report submitted by a student as part fulfillment of an MBA degree. It discusses surrogate advertising, which involves using one product to advertise another product that is banned from direct advertising. The student conducted primary research through surveys in Aurangabad, India to understand consumers' awareness and perceptions of surrogate ads and their influence on purchasing decisions. Some key findings were that surrogate ads increase brand recall and consideration for the surrogate product. Common examples of surrogate ads discussed include McDowell's No. 1 soda ads promoting its liquor brands and Pan Bahar gutka ads featuring celebrities. The report's objectives were to examine the concept and impact of surrogate ads on users and non-users of the promoted products.

Embed presentation

Downloaded 13 times
1 Marathwada Shikshan Prasarak Mandal’s Deogiri Institute of Engineering and Management Studies, Aurangabad A Project Report On “A STUDY ON IMPACT OF SURROGATE ADVERTISEMENTS ON NON-USERS OF THE PRODUCT” Submitted by Mr. Muddassir Md Ali Baig Roll no. Marketing -02 MBA IV semester Batch 2016-2018 In partial fulfillment of the completion of MBA course of Dr. Babasaheb Ambedkar Marathwada University, Aurangabad
2 Acknowledgement I, Muddassir Baig thank to Prof. Medha Kulkarni Her expertise was valuable during each step of the project from narrowing the scope of the research to theoretical development and analysis. I also thank Prof. Rupesh Rebba (Head of Department) and Dr. Ulhas Shiurkar (Director), Deogiri Institute of Engineering and Management Studies, Aurangabad for encouraging and guiding me through the Project. Mr. Muddassir Baig Roll no. M -02 MBA IV semester Batch 2016-2018
3
4
5 INDEX SR.NO CONTENTS PAGE .NO 1 CHAPTER I: 1.1 INTRODUCTION 1-3 1.2 OBJECTIVES OF THE STUDY 4 1.3 SCOPE OF THE STUDY 5 1.4 LIMITATIONS OF THE STUDY 5 2 CHAPTER II: 2.1 RESEARCH METHODOLOGY 6 3 CHAPTER III: 3.1 COMPANY PROFILE /THEORITICAL BACKGROUND 7-14 4 CHAPTER IV: 4.1 DATA ANALYSIS & INTERPRETATION 15-29 5 CHAPTER V: 5.1 FINDINGS & CONCLUSIONS 30-31 5.2 BIBILIOGRAPHY 32 6 ANNEXURE 33-34
6 CHAPTER I INTRODUCTION Research comprises "creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of humans, culture and society, and the use of this stock of knowledge to devise new applications.” Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information which is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Advertising is a form of marketing communication used to promote or sell something; usually a business's product or service. Advertising is to promote the sales of a product or service and also to reach masses to inform about the product attributes. It is an effective of communicating the value of a product or service with large exposure to target consumer. It uses different types of appeals to connect to consumers spread across the globe. Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes, in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising
7 Television – This is the most common mode of advertisement. As we have discussed earlier in the article, substitutes are used to portray the concerned product. Advertisements of beverages are significant example of these. Online advertising- This has become one of the widest medium for use after the boom of technology and internet globally. Companies can find easy audiences here which fall in the potential target segments. This medium also has advantages of low costs and more target customer’s effective reach. Beverage Companies promote their products extensively through this medium be it social networking platforms or community forums. Billboard Advertising- In the outdoor world far from the silver screen of moving images and sound, billboards are used for these types of advertisements. For the brand to choose this way, they need to create strong brand identification among consumers. Generally the name of the brand along with the image from the TVC or the message are used which creates the immediate recall among the consumers for the brand products if they are exposed to it earlier in one form or the other. After implementation of the Cable Television Networks Regulation Act - 1999, new advertising appeal used by most liquor companies circumvented the ban by what is called surrogate advertising. Literally Surrogate Advertising means using the Brand Image of one product (i.e. legally Allowed-to-Promote), the companies attempt to promote another product (i.e. legally Banned-to-Promote). There are a numerous reasons for companies to restore themselves to such advertisements. One of the most common among them is to circumvent a prohibition by law in several countries on direct advertisements of particular products besides its unhealthy.
8 Hence different techniques used to promote such brands might include, endorsing their products using public service announcements, advertising well established brand embedding such surrogate products or duplicating the brand image of one product extensively to promote another product of the same brand or if not the case, endorsing themselves as discharging some social obligation towards the society (Ex: Officers Choice – Alcohol). Liquor Industry has one of the most lately growing market values in India. The liquor industry does make about by campaign to entire customer. Therefore the assurance of the customer is increasing day by day this is mainly due to the advertising. In an industry where change is the only constant, survival depends on the quickest reaction time. When technology advances happen at the blink of the eye, one has to keep pace or get left behind. To achieve this, the companies have to lay emphasis on total consumer satisfaction through continuous improvements by their own capabilities and teamwork. For this products should be backed by strong R & D, continuous up gradation of technology, customer oriented marketing and unique background integration process in manufacturing. There is a surrogate approach towards liquor advertising in India. There is not much that they can do except market themselves through promotions with the latest celebrity. Hollywood films like “Scent of a Woman” have helped in brand endorsement. Advertising is a form of marketing communication used to promote or sell something; usually a business's product or service. Advertising is to promote the sales of a product or service and also to reach masses to inform about the product attributes. It is an effective way of communicating the value of a product or service with large exposure to target consumer. It uses different types of appeals to connect to consumers spread across the globe. Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes, in-flight advertisements on seat-back tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, Musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts.
9 OBJECTIVES OF THE STUDY 1. To explain the concept of surrogate advertisements. 2. To study the consumers' awareness towards surrogate advertisements and product users and non users. 3. To evaluate the influence of surrogate advertisement on product users and non users. 4. To understand the consumer perception towards surrogate advertisements and its products. 5. To understand the impact of surrogate advertisements on the company’s original and surrogate brands. 6. To know the influence of surrogate ads on consumer buying decision.
10 SCOPE OF THE STUDY This study was conducted in Aurangabad city for primary data collection. It is based on the responses collected from customers during the period of Feb - mar 2018.The study is undertaken to understand the concept of surrogate advertising and its influence on consumer buying behavior  The study is conducted to explain the concept of surrogate advertisements.  To study the consumers' awareness towards surrogate advertisements and products.  To evaluate the influence of surrogate advertisement on consumers buying decision.  To understand the consumer perception towards surrogate advertisements and its products.  The study was conducted in the city of Aurangabad city for collecting information.  The study also helps companies to know the customer views and make appropriate changes in their strategies to reach out to customers in a better way LIMITATIONS OF THE STUDY Study is restricted to the geographical limits of Aurangabad Limited period of survey and limited sample size (100). There were few responses which were vague or not answered at all to get complete and accurate information required for the study.
11 CHAPTER II: RESEARCH METHODOLOGY Sample design:  Sample technique: non- probability convenience sampling.  Sampling unit: Individual  Sample size: 100 respondents  Sample area: Aurangabad Sources of data:  Primary data: The primary data was collected using a Questionnaire  Secondary data: The secondary data was collected from research papers, articles, journals. Tools and Techniques used for data analysis:  Graphical pie charts  Simple tabulations
12 CHAPTER III COMPANY PROFILE /THEORETICAL BACKGROUND SURROGATE ADVERTISING: DEFINITION The term 'surrogate' is defined a 'substitute' i.e. anything which takes place of other. It can be a person, human, product etc. In case of surrogate advertising, a product is used to advertise a certain different product. Especially products (for which direct advertising on mass media is prohibited by the laws of land of most countries) are advertised with use of substitutes like mineral water, soda, Mega cricket team clubs, friend clubs or music CDs. Advertising takes various shapes with level of surrogate advertisements varying from country to country, people to people and product to product. In certain regions of the globe, open advertisements of these products are allowed while some counterparts imposing strict restrictions on them. The basic intention of these types of advertisements is mainly to popularize the brand and create a slot of consideration in the potential consumer’s minds. ORIGIN 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. "Surrogate advertising is a reflection of the hypocritical society that we live in. We consider some products good enough to be sold but not good enough to be advertised. A marketer has to sell his product, and will find means to promote it. I don't blame him." A surrogate advertisements is one in which a different product is promoted using an already established brand name. Such advertisements or sponsorships help in contribute to brand recall. The different product shown in the advertisement is called the “Surrogate.” It could either resemble the original product or could be a different product altogether, but using the established brand of the original product.
13 THEORETICAL BACKGROUND INDIAN SCENARIO The use of surrogate advertising in India can be traced back to 1995 when the Cable Television Act 1995 was enforced which stated - "No advertisement shall be permitted which promotes directly or indirectly, production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants". This ban on advertising of such products leads to the emergence of surrogate advertising in India in a big way. Indian market was flooded by surrogate products of established brands of the so called 'negative products' and their promotions. By August 2002, the I&B Ministry had banned 12 advertisements and leading satellite TV channels including Zee, Sony, STAR and AajTak were issued show cause notices to explain their rationale behind carrying surrogate liquor advertisements. Product advertising for liquor and cigarette companies is banned in the country since 1995 by Cable Television Network (Regulation) Act. According to Rule 7 (2) of the Act, no broadcaster is permitted to show advertisement which promotes directly or indirectly promotion, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants, infant milk substitution, feeding bottle or infant food. This ban is now likely to be extended to advertising of extended brands. In June 2002, the Indian Information and Broadcasting (I&B) Ministry served notices to leading television broadcasters to ban the telecast of two surrogate ads of liquor brands McDowell No.1 and Gilbey’s Green Label. The Ministry also put some other brands ---
14 EXAMPLES OF SURROGATE ADVERTISEMENTS 'MCDOWELL'S NO.1 YAARI' Mc Dowell's No.1 Soda, from the house of United Spirits Limited - a Diageo group company, recently launched the 'Yaaron Se Bane Hum' (We are made by our friends) campaign, which is an extension of its 'No.1 Yaari' platform. Conceptualized by DDB Mudra Group, the long-format campaign represents a new perspective on celebrating the bonds of friendship. The over-five-minutes digital film, shows a group of three friends going for a trek. The film shows them running through a farm, and reaching a water body. When they try to cross a river, across which a tree bark serves as a bridge, one of the boys gets hesitant. The other two motivate him to take that one first step, and the boy heeds their advice and makes his way across. PAN BAHAR The latest Pan Bahar commercial featuring actor Pierce Brosnan has been on the line of fire since its launch. After receiving brickbats on social media, it’s now the turn of the Central Board of Film Certification (CBFC) to crack the whip. Reports suggest that the Board has issued an order citing laws that restrict content promoting pan masala, tobacco and alcohol from being showcased on electronic media. We tried reaching out to Pahlaj Nihalani, Chairman of CBFC for a comment on the recent issue, but there was no response till the time of filing the story. However, according to few brand consultants and broadcasters whom we spoke to, this decision by CBFC is only for ads shown in cinemas and on Doordarshan. For private owned channels, they take into account, advertising watchdog ASCI’s ruling.
15 IMPERIAL BLUE MEN WILL BE MEN In the advertising industry, we call this 'slice of life' advertising or 'surrogate situational' advertising. Since there is a ban on advertising alcohol in India, liquor companies leverage the power of surrogate advertising to convey their brand identity/message. The Seagram's Imperial Blue campaigns are made up of real-life elements and every single ad manages to bring a smile to the faces of the viewer, irrespective-of-the-gender. The 'Men will be men' tagline is the brainchild of advertising biggie Ogilvy & Mather and has been running successfully with the liquor brand's campaigns for over 18 years now. Seagram's Imperial Blue, launched in 1997, primarily targets male audiences in the 25-40 age bracket. Since a good chunk of the target audience is married, resides in Tier I, II & III cities, and is amongst the working populace, the men who make up this group can relate to all the ads under the 'Men will be men' campaign. Laced with downplayed humour, these advertisements try to connect with the progressive, young Indian man who is (consciously or subconsciously) trying to impress the opposite sex (and other men, too), but is held back by the fact that he is financially, physically and socially handicapped in some way or the other. Notwithstanding, he puts on a confident facade, sometimes coming off as a winner (Seagrams Imperial Blue, Car), and often embarrassing himself (Seagrams Imperial Blue, Store).
16 VIMAL PAN BHAR MASALA Gutka or guṭkha is a preparation of crushed areca nut, tobacco, catechu, paraffin wax, slaked lime and sweet or savory flavorings.[1] It is manufactured in India and exported to a few other countries. A mild stimulant, it is sold across South Asia in small, individual-sized packets that cost between 2 and 10 rupees per packet. It is widely consumed in countries like India, Pakistan & Bangladesh. Gutka is consumed by placing a pinch of it between the gum and cheek and gently sucking and chewing.[2] It is considered responsible for oral cancer and other severe negative health effects.[1] As with paan and other smokeless tobacco products, there are preventive efforts to encourage users to quit and young people not to start.
17 TUBORG BEER Tuborg beer is an Indian beer brewed by United Breweries Group, Bangalore owned by Mohammed imran The brand was launched in 1978. With a market share of over 36% in India, it is also available in 52 other countries. The Heineken Group holds 42.4% equity shares in United Breweries Ltd. Kingfisher was ranked 74th among India's most trusted brands according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory. In the Brand Trust Report 2013, Kingfisher was ranked 102nd among India's most trusted brands and subsequently, according to the Brand Trust Report 2014, Kingfisher was ranked 198th among India's most trusted brands. During the years 2009 through 2015, United Spirits (USL) / Diageo exited all non-core investments in United Breweries and sold 850,000 INR shares to Heineken, which will now give it leverage to managing affairs of India's largest beer producer. USL sold 3.21% shares for Rs 872 crore in a block trade. The shares were sold at Rs 1,030 apiece, a slight premium to Tuesday's closing price of Rs 1,014.10. As of July 2015, Heineken's stake in United Breweries (UB) has increased from 39% to 42.1%. This deal will give Heineken an upper hand over Vijay Mallya in running the company.
18 COMPANIES FOLLOWING SURROGATE ADVERTISING Product Category Brands Surrogates Tobacco Rajnighanda Kesar Pan Masala Goa Gutka Pan Masala Pan Parag Pan Masala Manikchand Filmfare Awards Cigarettes Red & white Cigarettes bravery award ceremony Gold Flake Tennis Tournaments Wills Lifestyle India Fashion Week, Lifestyle (textiles) showrooms, Indian Cricket Team/Matches Charms Audiocassettes and CDs. Four Square white water rafting& Gliding Wills Lifestyle India Fashion Week, Lifestyle (textiles) showrooms, Indian Cricket Team/Matches Alcohol Beverages Seagram„s Music Mc Dowells Water and Soda Bagpiper Water, Soda, and Music – cassettes & CDs Red and White Bravery Awards
19 SURROGATE AD: ROLE IN CONSUMER BUYING DECISION Generally advertisements which showcase the product in a different prospective and highlights the attributes as never been seen before retain the customer share of mind. But there is catch in the case of surrogate advertisements. Here the product is prohibited to be shown- its attributes or features to be portrayed are near to impossible. Their role in impacting the consumer buying decision should be subsequently limited but surprisingly, it is found that they have a higher role in impacting consumer purchase decisions as compared to general products’ advertisement owing largely to viewer’s interest and sense of capturing the message. This fact is also supported by numbers. It is seen that company investing heavily in surrogate advertisements are witnessing more sales rates as compared to those investing none or comparatively less. You will be surprised to know advertising budget of beverage companies stretches in the ranges of hundreds of millions of dollars per annum. The only reason understood of investing such high sums is the fact of the recovery through this in the coming future. After all it’s a 60000 crore plus revenue generating market. Surrogate marketing is not a bad way of marketing or illegal marketing. It is just the more creative way if marketing that shows the product even without revealing it. Opportunities are hidden everywhere just like the products in surrogate advertisements.
20 CHAPTER III DATA ANALYSIS AND INTERPRETATION Q 1) What are the surrogate advertisements of brands that are seen the most? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3) Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer TABLE NO. 1 FACTOR NO. OF RESPONDENTS PERCENTAGE Mcdowell's no.1 29 29% Pan bahar 12 12% Imperial blue 19 19% Vimal pan bhar masala 11 11% Tuborg beer 29 29% Total 100 100% GRAPH NO. 1 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with Mcdowell's no.1, 12% are pan bahar,1 9 % are with imperial blue ,11% Vimal pan bhar masala 29% of with Tuberg beer.
21 Q 2) Which product category is seen the most of surrogate advertisement? 1) Alcohol 2) Beverages 3) Tobacco 4) Cigarettes TABLE NO. 2 FACTOR NO. OF RESPONDENTS PERCENTAGE Alcohol 47 47% Beverages 20 20% Tobacco 15 15% Cigarettes 18 18% Total 100 100% GRAPH NO. 2 Data Interpretation: -The above table shows that out of 100 respondents, 47% have with Alcohol, 20% are Beverages, and 15% are with Tobacco, 18%, of with Cigarettes.
22 Q 3) Does the surrogate advertisement induce to try the original product? 1) Never 2) Occasionally 3) Sometimes 4) Regularly TABLE NO. 3 FACTOR NO. OF RESPONDENTS PERCENTAGE Never 37 37% Occasionally 20 20% Sometimes 15 15% Regularly 28 28% Total 100 100% GRAPH NO 3 Data Interpretation: -The above table shows that out of 100 respondents, 37% have with never, 20% are occasionally, and 15% are with sometimes, 28%, of with regularly.
23 Q 4) What is impact of these advertisements on surrogate products? 1) Definitely will not affect 2) probably will not affect 3) undecided 4) probably will effect 5) definitely will effect TABLE NO. 4 FACTOR NO. OF RESPONDENTS PERCENTAGE Definitely will effect 58 58% Probably will effect 12 12% Undecided 9 9% Probably will not affect 11 11% Definitely will not affect 10 10% Total 100 100% GRAPH NO. 4 Data Interpretation: -The above table shows that out of 100 respondents, 58% have with definitely will effect, 12% are Probably Will Effect , 9 % are with Undecided 11% , of Probably Will Not Affect ,10% of with Definitely Will Not Affect.
24 Q 5) Are you recalling the original products while looking at surrogate advertisements? 1) Definitely 2) Most Probably 3) Occasionally Not At All 4) Don't Remember TABLE NO. 5 FACTOR NO. OF RESPONDENTS PERCENTAGE Definitely 58 58% Most Probably 10 12% Occasionally Not At All 11 9% Don't Remember 21 21% Total 100 100% GRAPH NO. 5 Data Interpretation: -The above table shows that out of 100 respondents, 58% have with definitely, 10% are most Probably, 11 % are with Occasionally Not At All 21% , of Don't Remember.
25 Q 6) Do you purchase surrogate products like soda, water etc after seeing their advertisements? 1) Never 2) Occasionally 3) Regularly 4) Often TABLE NO. 6 FACTOR NO. OF RESPONDENTS PERCENTAGE Never 45 45% Occasionally 31 31% Regularly 19 19% Often 5 5% Total 100 100% GRAPH NO. 6 Data Interpretation: -The above table show that out of 100 respondents, 45% are says never,31% is with occasionally and 19% with regularly,5% is with often.
26 Q 7) What is your opinion about banning of surrogate advertisements? 1) Strongly Agree 2) Agree Neither 3 Agree/Disagree 4) Disagree 5) Strongly Disagree TABLE NO. 7 FACTOR NO. OF RESPONDENTS PERCENTAGE Strongly Agree 29 69% Agree Neither 12 19% Agree/Disagree 9 12% Disagree 11 11% Strongly Disagree 39 39% Total 100 100% GRAPH NO. 7 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with strongly agree, 12% are agree neither, 9 % are with agree and disagree 11% , of disagree 39% of with Strongly Disagree.
27 Q 8) Do you think surrogate advertisement is required for some product? Products Yes No May be Alcohol Tobacco Cigarettes TABLE NO. 8 SR NO. ITEM (ALCOHOL) NO. OF RESPONDENTS PERCENTAGE 1) Yes 19 19% 2) No 67 67% 3) May be 14 14% TOTAL 100 100% SR NO. ITEM (Tobacco) NO. OF RESPONDENTS PERCENTAGE 1) Yes 22 22% 2) No 47 47% 3) May be 31 31% TOTAL 100 100% SR NO. ITEM (Cigarettes ) NO. OF RESPONDENTS PERCENTAGE 1) Yes 66 66% 2) No 21 21% 3) May be 13 13% TOTAL 100 100%
28 GRAPH NO. 8 Data Interpretation: - The above table shows that out of 100 respondents and opinion about requirement of surrogate advertising of Majority of Alcohol (67%) no believe that these ads never induce them to think surrogate advertisement is required for some product. This question is to know the public opinion on to think surrogate advertisement is required for some product. And result of respondent or Opinion about requirement of surrogate advertising of Tobacco 47% of the respondents consider these NO to Tobacco, 22% agree with and 31% think they are with maybe. 66% of people says yes to cigarettes, 21% with No and remaining with 13% is says maybe. Analysis: It is clear from the above inference that there is no positive correlation between respondents view on them to think surrogate advertisement is required for some product. And their perception on surrogate advertisements
29 Q 9) From which media you used to watch the most in advertisements? (Tick one) A) Print Media B) Radio C) Television D) Internet E) Mobile TABLE NO. 9 FACTOR NO. OF RESPONDENTS PERCENTAGE Print Media 29 69% Radio 12 19% Television 38 38% Internet 11 11% Mobile 10 10% Total 100 100% GRAPH NO. 9 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with print media,12% of with radio , 38% with television,11% is watching on internet and last of are wit mobile is 10%.
30 .Q 10) What you feel, whether liquor advertising and its marketing when compared to any Products are ethical in India …? A) Strongly Disagree B) Disagree C) Neither Agree or Disagree D) Agree E) Strongly Agree TABLE NO. 10 FACTOR NO. OF RESPONDENTS PERCENTAGE Strongly Disagree 25 25% Disagree 14 14% Neither Agree or Disagree 11 11% Agree 15 15% Strongly Agree 35 35% Total 100 100% GRAPH NO.10 Data Interpretation: - Out of 100 respondents, majority of them think that it’s strongly agree, 14% agree that they are disagree, 11% are for neither agree and disagree and only 15% for agree and remaining is with 25% is strongly agree.
31 Q 11) How often surrogate products are seen as advertisements? 1) Rare 2) Regular 3) Occasional 4) Never Seen 5) Don’t Remember TABLE NO. 11 FACTOR NO. OF RESPONDENTS PERCENTAGE Rare 34 34% Regular 15 15% Occasional 11 11% Never Seen 25 25% Don’t Remember 15 15% Total 100 100% GRAPH NO.11 Data Interpretation: - Out of 100 respondents, majority of them think that it’s rare is 34 , 15% are they watch regularly, 11% are for occasional and only 25% for never seen and remaining is with 15% is don’t remember.
32 Q 12) What is your perception about such advertisements? 1) Entertaining 2) Boring 3) Interesting 4) Don’t Care 5) Funny 6) Disturbing TABLE NO. 12 FACTOR NO. OF RESPONDENTS PERCENTAGE Entertaining 29 29% Boring 12 12% Interesting 10 10% Don’t Care 10 10% Funny 10 10% Disturbing 29 29% Total 100 100% GRAPH NO. 12 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with entertaining, 12% are with boring, 10% are with intresting, 10% is with don’t care, 10% of with funny ,29% of with Disturbing
33 Q 13) Which product category has the maximum frequency of ads? 1) Alcohol 2) Pan Masala 3) Cigarettes TABLE NO. 13 FACTOR NO. OF RESPONDENTS PERCENTAGE Alcohol 61 61% Pan Masala 15 15% Cigarettes 24 24% Total 100 100% GRAPH NO.13 Data Interpretation: - Out of 100 respondents, majority of them think that it’s alcohol is 61% , 15% are they watch pan masala, 24% are for cigarettes.
34 Q 14) which of these brands are seen the most when it comes to surrogate advertising? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3)Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer TABLE NO. 14 FACTOR NO. OF RESPONDENTS PERCENTAGE Mcdowell's no.1 29 29% Pan bahar 12 12% Imperial blue 19 19% Vimal pan bhar masala 11 11% Tuborg beer 29 29% Total 100 100% GRAPH NO. 14 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with Mcdowell's no.1, 12% are pan bahar,1 9 % are with imperial blue ,11% Vimal pan bhar masala 29% of with Tuberg beer . .
35 CHAPTER IV FINDINGS FINDINGS OF THE STUDY  To explain the concept of surrogate advertisements.  This study gives a thorough and detailed explanation of the concept of surrogate advertising with the help of the secondary data where the basic concept, its existence in Indian market, emergence and companies using surrogate advertisements, legal cases, and ethical concerns are stated with a clear description.  To study the consumers' awareness towards surrogate advertisements.  The study identifies that some of the respondents were not aware of the concept earlier, but the questionnaire has enabled them to understand the concept, while some of the respondents were aware of the concept earlier itself. From analysis of questionnaire it is found that even though consumers lack the level of awareness, they are familiar with the concept of surrogate advertising.  To evaluate the influence of surrogate advertisement on consumers’ buying decision.  By analyzing the primary data it is known that surrogate ads are successful in creating brand recall of the hidden product in the advertisement and from chi square test it is understood that these ads induce customers to buy the original banned product which shows that the ads are effective. Surrogate ads need to be telecasted regularly through the media of TV to have an impact and create a set in the minds of consumer.  To understand the consumer perception towards surrogate advertisements and its products.  Questionnaire consisted of question where respondents were asked their opinion on surrogate advertisements (if they are ethical/unethical/should be banned) and it is concluded that majority of the public view surrogate advertisements as unethical practices and agree that they should be banned. Viewers have negative insight towards these ads as they are perceived to misguiding, boring.
36 CONCLUSION It was observed during the research that people who are of non consumer group are very arrogant towards this practice but what astonish is that the consumer group also doesn’t feel any relevance of such advertisements. As everything has a double fold effect, so surrogate on one hand when reminds about the product on the other hand also conveys a message that the advertisement of alcoholic/ tobacco based products are banned because they are harmful for health. However, (on a contradictory note) from the studies it is clearly indicated that surrogate advertisements fulfills its purpose as for a marketer it is an impressive and money folding practice. So the purpose of the same is being fulfilled. So from marketing perspective this practice is a four starred one and reaping benefits of investment. The recent practice of showing adverse effects of consumption through a small clipping in movie halls or television is an effective eye opener. This could be an area for further research. Government can further increase such practices and spread more awareness Surrogate advertising is basically duplicating the brand image of a particular product and then promoting a different product of the same brand. Ban on advertising of alcohol, cigarettes, tobacco products gave rise to the concept of surrogate advertising in India. It has become an ethical issue and has emerged as a loophole challenge over government rules. Though this upcoming trend is not healthy for the young consumers & others in the interest of the health of the community; Surrogate ads have proved themselves a strapping& successful marketing strategy for the forbidden goods today.
37 BIBLIOGRAPHY WEB REFERENCES Http://Www.Academia.Edu/16499143/SURROGATE_ADVERTISING_THE_AW ARENESS_AND_DOES_IT_HELPS_TO_PROMOTE_CORE_PRODUCT_ITS ELF_IN_INDIAN_CONTEXT http://www.mbaskool.com/business-articles/marketing/14340-surrogate- advertising- hidden-yet-visible-products.html http://www.ukessays.com/essays/marketing/surrogate-advertising-and-its-impact- on-the-mind- marketing-essay.php http://www.slideshare.net/shampm88/a-project-report-on-the-impact-of-surrogate- advertisement-in-surrogate-products-at-ogilvy-mather https://en.wikipedia.org/wiki/Surrogate_advertising http://www.indianmba.com/faculty_column/fc266/fc266.html http://www.thehindubusinessline.com/2003/05/23/stories/2003052300090900.htm BOOKS REFERRED  George E. Belch & Michael A. Belch (2010) .Advertising & Promotion – An Integrated Marketing Communications Perspective. 7th Edition.  Philip Kotler ,Kevin Lane Keller.(2006). Marketing Management.Pearson Education.12thEdition.  Malhotra.N.K..(2006).Marketing Research: An Applied Orientation. Pearson Education.4th edition.  Wells, Moriarty & Burnett .Advertising principles & practice.7th Edition. pg 59 – 88. JOURNALS REFERRED Dr. S. G. Khawas Patil. Laxmikant S. Hurne. (2011).Surrogate advertising: A Successful Marketing Strategy for Liquor, Whisky products.Indian Streams Research Journal.Vol-I , Issue-V.June. Dahiya, Ms Kirti Singh, and Ms Kirti Miglani.(2013).Emergence of surrogate
38 Annexure Deogiri Institute of Engineering and Management Studies, Railway Station Road, Aurangabad-431005 Ph. No.: 0240-2367575 Fax. No: 0240-2367577 “A STUDY ON IMPACT OF SURROGATE ADVERTISEMENTS ON NON-USERS OF THE PRODUCT” Section A PERSONAL PROFILE Name:- Age:- Gender:- Male Female Address:- Section B Q 1) What are the surrogate advertisements of brands that are seen the most? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3)Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer Q 2) Which product category is seen the most of surrogate advertisement? 2) Alcohol 2) Beverages 3) Tobacco 4) Cigarettes Q 3) Does the surrogate advertisement induce to try the original product? 1) Never 2) Occasionally 3) Sometimes 4) Regularly 5) Often Q 4) What is impact of these advertisements on surrogate products? 2) Definitely Will Not Affect 2) Probably Will Not Affect 3) Undecided 4) Probably Will Effect 5) Definitely Will Effect Q 5) Are you recalling the original products while looking at surrogate advertisements? 1) Definitely 2) Most Probably 3) Occasionally Not At All 4) Don't Remember
39 Q 6) Do you purchase surrogate products like soda, water etc after seeing their advertisements? 1) Never 2) Occasionally 3) Regularly 4) Often Q 7) What is your opinion about banning of surrogate advertisements? 1) Strongly Agree 2) Agree Neither 3 Agree/Disagree 4) Disagree 5) Strongly Disagree Q 8) Do you think surrogate advertisement is required for some product? Products Yes No May be Alcohol Tobacco Cigarettes Q 9) From which media you used to watch the most in advertisements? (Tick one) A) Print Media B) Radio C) Television D) Internet E) Mobile Q 10) What you feel, whether liquor advertising and its marketing when compared to any Products are ethical in India …? A) Strongly Disagree B) Disagree C) Neither Agree or Disagree D) Agree E) Strongly Agree Q 11) How often surrogate products are seen as advertisements? 1) Rare 2) Regular 3) Occasional 4) Never Seen 5) Don’t Remember Q 12) What is your perception about such advertisements? 1) Entertaining 2) Boring 3) Interesting 4) Don’t Care 5) Funny 6) Disturbing 7) Misguiding Q 13) Which product category has the maximum frequency of ads? 2) Alcohol 2) Pan Masala 3) Cigarettes Q 14) Which of these brands are seen the most when it comes to surrogate advertising? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3)Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer THANK YOU

More Related Content

PPTX
A case study on Maggi crisis
byManoj Khetan
 
PPTX
Banning liquor surrogate advertising
bySandeep Kumar
 
PPTX
Surrogate marketing(1)
byAnagha Deshpande
 
PPTX
BRAND AUDIT ON TATA MOTORS
byShreyash Falke
 
PPTX
Introduction of bajaj auto ltd
byDeepak Chaurasia
 
PDF
Consumer-beahviour-and-perception-of-women-towards-Lakme
bySapna Sood
 
DOCX
Digital marketing project at zapzhoop
byPadma Ch
 
DOCX
1) Marketing Strategies of BOAT and SONY 2) Axis Bank Savings Account
byAnsh Shah
 
A case study on Maggi crisis
byManoj Khetan
 
Banning liquor surrogate advertising
bySandeep Kumar
 
Surrogate marketing(1)
byAnagha Deshpande
 
BRAND AUDIT ON TATA MOTORS
byShreyash Falke
 
Introduction of bajaj auto ltd
byDeepak Chaurasia
 
Consumer-beahviour-and-perception-of-women-towards-Lakme
bySapna Sood
 
Digital marketing project at zapzhoop
byPadma Ch
 
1) Marketing Strategies of BOAT and SONY 2) Axis Bank Savings Account
byAnsh Shah
 

What's hot

PPTX
Marketing communication plan for Oneplus
byManish Joshi
 
DOCX
Effect of branding on consumer buying behaviour
byShashank Srivastav
 
PDF
Amazon vs Flipkart
bySocial Samosa
 
PDF
Consumer buying behaviour towards Online Retail: Flipkart v Amazon
byJubin James
 
PDF
Godrej HIT
byKartik Choudhary
 
PDF
Project report affect on buying behaviour of branding
byTripureshwar Sah
 
DOCX
Project on Gillette
byMrinal
 
PDF
Effect of Social Media on Consumer Buying Behaviour of Students in Tertary In...
byijtsrd
 
PDF
Digital marketing latest project report
byRakesh Kumar Raushan
 
DOCX
A project on detergent & satisfaction survey of nirma
byganeshtiwari
 
PPTX
nykaa final ppt.pptx
byAnushkaGhosh11
 
PPTX
Swot analysis of retail industry
byanunaysinha07
 
DOCX
MBA Marketing SIP Report
bydharam93
 
DOCX
Impact of advertising on customers in tata motors
byProjects Kart
 
DOCX
Project report on Brand awareness n Perception of ACC ltd.
byswati verma
 
DOCX
Final Presentation on Procter and Gamble
byRishiraj Das
 
PPTX
Ghari detergent ppt
byRajalaxmi Prakash
 
DOC
A study on consumer buying behaviour at the time to purchase hero honda bike
byProjects Kart
 
PPTX
Nirma final ppt
byPriyanka Bachkaniwala
 
PPTX
Presentation on BAJAJ Auto Ltd.
byTanvi Deosarkar
 
Marketing communication plan for Oneplus
byManish Joshi
 
Effect of branding on consumer buying behaviour
byShashank Srivastav
 
Amazon vs Flipkart
bySocial Samosa
 
Consumer buying behaviour towards Online Retail: Flipkart v Amazon
byJubin James
 
Godrej HIT
byKartik Choudhary
 
Project report affect on buying behaviour of branding
byTripureshwar Sah
 
Project on Gillette
byMrinal
 
Effect of Social Media on Consumer Buying Behaviour of Students in Tertary In...
byijtsrd
 
Digital marketing latest project report
byRakesh Kumar Raushan
 
A project on detergent & satisfaction survey of nirma
byganeshtiwari
 
nykaa final ppt.pptx
byAnushkaGhosh11
 
Swot analysis of retail industry
byanunaysinha07
 
MBA Marketing SIP Report
bydharam93
 
Impact of advertising on customers in tata motors
byProjects Kart
 
Project report on Brand awareness n Perception of ACC ltd.
byswati verma
 
Final Presentation on Procter and Gamble
byRishiraj Das
 
Ghari detergent ppt
byRajalaxmi Prakash
 
A study on consumer buying behaviour at the time to purchase hero honda bike
byProjects Kart
 
Nirma final ppt
byPriyanka Bachkaniwala
 
Presentation on BAJAJ Auto Ltd.
byTanvi Deosarkar
 

Similar to Surrogate advertisement

DOCX
blackbook projectt (AutoRecovered).docx
byNamrataWadhwa7
 
PDF
Final year project report
byAditi Ray
 
DOCX
Surrogate Advertisement
byRohan Garg
 
PPT
Types of advertisement
byCochin University
 
PPTX
Advertisement explanation in detail .pptx
byHome
 
DOC
Ad spl
byswamilko
 
PPTX
Functions and types of advertisement
byAsnad Ashraf
 
DOC
Evaluate Media Options
byJaddan Bruhn
 
PDF
A Project Report on the impact of surrogate advertisement in surrogate produc...
byShameer M
 
PDF
Development studyskills.pdf
bySupriyaMurugan
 
PDF
Relationship between Advertising and Telecommunication Marketing in Mubi Metr...
byInternational Journal of Business Marketing and Management (IJBMM)
 
DOC
Text for presentation about advertisement
byMiraziz Bazarov
 
PDF
Effect of Advertisement on Consumer Brand Preference
byInternational Journal of Business Marketing and Management (IJBMM)
 
PPTX
Advertising
byKriti gupta
 
DOCX
ROLE OF ADVERTISING IN CONSUMER DECISON MAKING
byHimal Rustagi
 
DOC
Impact of advertising on non durable goods of household consumer a case study
bySajeeb Shrestha, PhD
 
PPT
Basic Concepts of Advertising.ppt- Role of advertising in marketing mix
byDr. Abhijeet Dawle
 
PPTX
test ppt
bysejalc07
 
PPTX
Ss advertising
byCMPCERT
 
PPTX
Ss advertising
bysejalc07
 
blackbook projectt (AutoRecovered).docx
byNamrataWadhwa7
 
Final year project report
byAditi Ray
 
Surrogate Advertisement
byRohan Garg
 
Types of advertisement
byCochin University
 
Advertisement explanation in detail .pptx
byHome
 
Ad spl
byswamilko
 
Functions and types of advertisement
byAsnad Ashraf
 
Evaluate Media Options
byJaddan Bruhn
 
A Project Report on the impact of surrogate advertisement in surrogate produc...
byShameer M
 
Development studyskills.pdf
bySupriyaMurugan
 
Relationship between Advertising and Telecommunication Marketing in Mubi Metr...
byInternational Journal of Business Marketing and Management (IJBMM)
 
Text for presentation about advertisement
byMiraziz Bazarov
 
Effect of Advertisement on Consumer Brand Preference
byInternational Journal of Business Marketing and Management (IJBMM)
 
Advertising
byKriti gupta
 
ROLE OF ADVERTISING IN CONSUMER DECISON MAKING
byHimal Rustagi
 
Impact of advertising on non durable goods of household consumer a case study
bySajeeb Shrestha, PhD
 
Basic Concepts of Advertising.ppt- Role of advertising in marketing mix
byDr. Abhijeet Dawle
 
test ppt
bysejalc07
 
Ss advertising
byCMPCERT
 
Ss advertising
bysejalc07
 

Recently uploaded

PDF
5 Things to Check Before Buying WeChat Accounts.pdf
bymjnd358i02aajg4ehu3r
 
PDF
Content Marketing Strategy Simplified Go
bynahlanahla9895
 
PDF
BraynupAI | AI Skills for Unstoppable Careers – India’s No.1 AI-Based Digital...
byajitsingh201302
 
DOCX
Buying Reddit Karma Accounts in 2026 - A Detailed Guide.docx
byBoostFunda
 
DOCX
12 Way to Buy Verified Cash App Accounts Smartly
byJafco1221
 
PDF
The 2026 Performance Model: Your Playbook for Marketing Growth
byAmsive
 
DOCX
How to Buy Verified PayPal Accounts – Safe & Trusted.docx
byBy usaallhub.com
 
PPTX
Event Management by Dr Gopal Thapa: Scope, challenge and historical development
byTribhuvan University
 
PDF
Your Guide to Buying Snapchat Accounts Online in 2025 2026.pdf
byBuyGmailAccounts10
 
PPTX
Krad Global General Trading LLC – Industrial & Engineering Solutions Supplier...
bygridglow01
 
PDF
Buy Hotmail Accounts in Bulk Safely_ 100% Verified and Aged Alternative.pdf
byArlene E Garner
 
DOCX
_How to Quickly and Safely Purchase Verified PayPal Accounts.docx
byBuy Verified PayPal Accounts
 
PPTX
Hopes, Fears & Blueprints for the Agentic Agency of the Future
byDavid Berkowitz
 
DOCX
Best Places to Buy Binance Accounts in 2026.docx
byBoostFunda
 
PDF
What Sets Top Digital Marketing Agencies in Toronto Apart.pdf
byJyotiSingh998895
 
PPTX
Super Bowl Ads - The Games Within the Game.pptx
byMichael Hunter
 
PDF
Building a Stable Reddit Presence Through Aged Accounts.pdf
byezpku8tlvhm74r8znakd
 
PDF
Neil Isler on Crafting a Winning Marketing Strategy for Your Startup
byNeil Isler
 
PDF
[rokonz.com] Glossary of Semantic SEO Part-1.pdf
byMd Rokonuzzaman
 
PDF
Pet Care SEO Strategy: How Pet Businesses Can Rank Higher & Get More Clients
byBiztal Box
 
5 Things to Check Before Buying WeChat Accounts.pdf
bymjnd358i02aajg4ehu3r
 
Content Marketing Strategy Simplified Go
bynahlanahla9895
 
BraynupAI | AI Skills for Unstoppable Careers – India’s No.1 AI-Based Digital...
byajitsingh201302
 
Buying Reddit Karma Accounts in 2026 - A Detailed Guide.docx
byBoostFunda
 
12 Way to Buy Verified Cash App Accounts Smartly
byJafco1221
 
The 2026 Performance Model: Your Playbook for Marketing Growth
byAmsive
 
How to Buy Verified PayPal Accounts – Safe & Trusted.docx
byBy usaallhub.com
 
Event Management by Dr Gopal Thapa: Scope, challenge and historical development
byTribhuvan University
 
Your Guide to Buying Snapchat Accounts Online in 2025 2026.pdf
byBuyGmailAccounts10
 
Krad Global General Trading LLC – Industrial & Engineering Solutions Supplier...
bygridglow01
 
Buy Hotmail Accounts in Bulk Safely_ 100% Verified and Aged Alternative.pdf
byArlene E Garner
 
_How to Quickly and Safely Purchase Verified PayPal Accounts.docx
byBuy Verified PayPal Accounts
 
Hopes, Fears & Blueprints for the Agentic Agency of the Future
byDavid Berkowitz
 
Best Places to Buy Binance Accounts in 2026.docx
byBoostFunda
 
What Sets Top Digital Marketing Agencies in Toronto Apart.pdf
byJyotiSingh998895
 
Super Bowl Ads - The Games Within the Game.pptx
byMichael Hunter
 
Building a Stable Reddit Presence Through Aged Accounts.pdf
byezpku8tlvhm74r8znakd
 
Neil Isler on Crafting a Winning Marketing Strategy for Your Startup
byNeil Isler
 
[rokonz.com] Glossary of Semantic SEO Part-1.pdf
byMd Rokonuzzaman
 
Pet Care SEO Strategy: How Pet Businesses Can Rank Higher & Get More Clients
byBiztal Box
 

Surrogate advertisement

  • 1.
    1 Marathwada Shikshan PrasarakMandal’s Deogiri Institute of Engineering and Management Studies, Aurangabad A Project Report On “A STUDY ON IMPACT OF SURROGATE ADVERTISEMENTS ON NON-USERS OF THE PRODUCT” Submitted by Mr. Muddassir Md Ali Baig Roll no. Marketing -02 MBA IV semester Batch 2016-2018 In partial fulfillment of the completion of MBA course of Dr. Babasaheb Ambedkar Marathwada University, Aurangabad
  • 2.
    2 Acknowledgement I, Muddassir Baigthank to Prof. Medha Kulkarni Her expertise was valuable during each step of the project from narrowing the scope of the research to theoretical development and analysis. I also thank Prof. Rupesh Rebba (Head of Department) and Dr. Ulhas Shiurkar (Director), Deogiri Institute of Engineering and Management Studies, Aurangabad for encouraging and guiding me through the Project. Mr. Muddassir Baig Roll no. M -02 MBA IV semester Batch 2016-2018
  • 3.
  • 4.
  • 5.
    5 INDEX SR.NO CONTENTS PAGE.NO 1 CHAPTER I: 1.1 INTRODUCTION 1-3 1.2 OBJECTIVES OF THE STUDY 4 1.3 SCOPE OF THE STUDY 5 1.4 LIMITATIONS OF THE STUDY 5 2 CHAPTER II: 2.1 RESEARCH METHODOLOGY 6 3 CHAPTER III: 3.1 COMPANY PROFILE /THEORITICAL BACKGROUND 7-14 4 CHAPTER IV: 4.1 DATA ANALYSIS & INTERPRETATION 15-29 5 CHAPTER V: 5.1 FINDINGS & CONCLUSIONS 30-31 5.2 BIBILIOGRAPHY 32 6 ANNEXURE 33-34
  • 6.
    6 CHAPTER I INTRODUCTION Research comprises"creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of humans, culture and society, and the use of this stock of knowledge to devise new applications.” Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information which is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Advertising is a form of marketing communication used to promote or sell something; usually a business's product or service. Advertising is to promote the sales of a product or service and also to reach masses to inform about the product attributes. It is an effective of communicating the value of a product or service with large exposure to target consumer. It uses different types of appeals to connect to consumers spread across the globe. Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes, in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising
  • 7.
    7 Television – Thisis the most common mode of advertisement. As we have discussed earlier in the article, substitutes are used to portray the concerned product. Advertisements of beverages are significant example of these. Online advertising- This has become one of the widest medium for use after the boom of technology and internet globally. Companies can find easy audiences here which fall in the potential target segments. This medium also has advantages of low costs and more target customer’s effective reach. Beverage Companies promote their products extensively through this medium be it social networking platforms or community forums. Billboard Advertising- In the outdoor world far from the silver screen of moving images and sound, billboards are used for these types of advertisements. For the brand to choose this way, they need to create strong brand identification among consumers. Generally the name of the brand along with the image from the TVC or the message are used which creates the immediate recall among the consumers for the brand products if they are exposed to it earlier in one form or the other. After implementation of the Cable Television Networks Regulation Act - 1999, new advertising appeal used by most liquor companies circumvented the ban by what is called surrogate advertising. Literally Surrogate Advertising means using the Brand Image of one product (i.e. legally Allowed-to-Promote), the companies attempt to promote another product (i.e. legally Banned-to-Promote). There are a numerous reasons for companies to restore themselves to such advertisements. One of the most common among them is to circumvent a prohibition by law in several countries on direct advertisements of particular products besides its unhealthy.
  • 8.
    8 Hence different techniquesused to promote such brands might include, endorsing their products using public service announcements, advertising well established brand embedding such surrogate products or duplicating the brand image of one product extensively to promote another product of the same brand or if not the case, endorsing themselves as discharging some social obligation towards the society (Ex: Officers Choice – Alcohol). Liquor Industry has one of the most lately growing market values in India. The liquor industry does make about by campaign to entire customer. Therefore the assurance of the customer is increasing day by day this is mainly due to the advertising. In an industry where change is the only constant, survival depends on the quickest reaction time. When technology advances happen at the blink of the eye, one has to keep pace or get left behind. To achieve this, the companies have to lay emphasis on total consumer satisfaction through continuous improvements by their own capabilities and teamwork. For this products should be backed by strong R & D, continuous up gradation of technology, customer oriented marketing and unique background integration process in manufacturing. There is a surrogate approach towards liquor advertising in India. There is not much that they can do except market themselves through promotions with the latest celebrity. Hollywood films like “Scent of a Woman” have helped in brand endorsement. Advertising is a form of marketing communication used to promote or sell something; usually a business's product or service. Advertising is to promote the sales of a product or service and also to reach masses to inform about the product attributes. It is an effective way of communicating the value of a product or service with large exposure to target consumer. It uses different types of appeals to connect to consumers spread across the globe. Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes, in-flight advertisements on seat-back tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, Musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts.
  • 9.
    9 OBJECTIVES OF THESTUDY 1. To explain the concept of surrogate advertisements. 2. To study the consumers' awareness towards surrogate advertisements and product users and non users. 3. To evaluate the influence of surrogate advertisement on product users and non users. 4. To understand the consumer perception towards surrogate advertisements and its products. 5. To understand the impact of surrogate advertisements on the company’s original and surrogate brands. 6. To know the influence of surrogate ads on consumer buying decision.
  • 10.
    10 SCOPE OF THESTUDY This study was conducted in Aurangabad city for primary data collection. It is based on the responses collected from customers during the period of Feb - mar 2018.The study is undertaken to understand the concept of surrogate advertising and its influence on consumer buying behavior  The study is conducted to explain the concept of surrogate advertisements.  To study the consumers' awareness towards surrogate advertisements and products.  To evaluate the influence of surrogate advertisement on consumers buying decision.  To understand the consumer perception towards surrogate advertisements and its products.  The study was conducted in the city of Aurangabad city for collecting information.  The study also helps companies to know the customer views and make appropriate changes in their strategies to reach out to customers in a better way LIMITATIONS OF THE STUDY Study is restricted to the geographical limits of Aurangabad Limited period of survey and limited sample size (100). There were few responses which were vague or not answered at all to get complete and accurate information required for the study.
  • 11.
    11 CHAPTER II: RESEARCH METHODOLOGY Sampledesign:  Sample technique: non- probability convenience sampling.  Sampling unit: Individual  Sample size: 100 respondents  Sample area: Aurangabad Sources of data:  Primary data: The primary data was collected using a Questionnaire  Secondary data: The secondary data was collected from research papers, articles, journals. Tools and Techniques used for data analysis:  Graphical pie charts  Simple tabulations
  • 12.
    12 CHAPTER III COMPANY PROFILE/THEORETICAL BACKGROUND SURROGATE ADVERTISING: DEFINITION The term 'surrogate' is defined a 'substitute' i.e. anything which takes place of other. It can be a person, human, product etc. In case of surrogate advertising, a product is used to advertise a certain different product. Especially products (for which direct advertising on mass media is prohibited by the laws of land of most countries) are advertised with use of substitutes like mineral water, soda, Mega cricket team clubs, friend clubs or music CDs. Advertising takes various shapes with level of surrogate advertisements varying from country to country, people to people and product to product. In certain regions of the globe, open advertisements of these products are allowed while some counterparts imposing strict restrictions on them. The basic intention of these types of advertisements is mainly to popularize the brand and create a slot of consideration in the potential consumer’s minds. ORIGIN 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. "Surrogate advertising is a reflection of the hypocritical society that we live in. We consider some products good enough to be sold but not good enough to be advertised. A marketer has to sell his product, and will find means to promote it. I don't blame him." A surrogate advertisements is one in which a different product is promoted using an already established brand name. Such advertisements or sponsorships help in contribute to brand recall. The different product shown in the advertisement is called the “Surrogate.” It could either resemble the original product or could be a different product altogether, but using the established brand of the original product.
  • 13.
    13 THEORETICAL BACKGROUND INDIAN SCENARIO Theuse of surrogate advertising in India can be traced back to 1995 when the Cable Television Act 1995 was enforced which stated - "No advertisement shall be permitted which promotes directly or indirectly, production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants". This ban on advertising of such products leads to the emergence of surrogate advertising in India in a big way. Indian market was flooded by surrogate products of established brands of the so called 'negative products' and their promotions. By August 2002, the I&B Ministry had banned 12 advertisements and leading satellite TV channels including Zee, Sony, STAR and AajTak were issued show cause notices to explain their rationale behind carrying surrogate liquor advertisements. Product advertising for liquor and cigarette companies is banned in the country since 1995 by Cable Television Network (Regulation) Act. According to Rule 7 (2) of the Act, no broadcaster is permitted to show advertisement which promotes directly or indirectly promotion, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants, infant milk substitution, feeding bottle or infant food. This ban is now likely to be extended to advertising of extended brands. In June 2002, the Indian Information and Broadcasting (I&B) Ministry served notices to leading television broadcasters to ban the telecast of two surrogate ads of liquor brands McDowell No.1 and Gilbey’s Green Label. The Ministry also put some other brands ---
  • 14.
    14 EXAMPLES OF SURROGATEADVERTISEMENTS 'MCDOWELL'S NO.1 YAARI' Mc Dowell's No.1 Soda, from the house of United Spirits Limited - a Diageo group company, recently launched the 'Yaaron Se Bane Hum' (We are made by our friends) campaign, which is an extension of its 'No.1 Yaari' platform. Conceptualized by DDB Mudra Group, the long-format campaign represents a new perspective on celebrating the bonds of friendship. The over-five-minutes digital film, shows a group of three friends going for a trek. The film shows them running through a farm, and reaching a water body. When they try to cross a river, across which a tree bark serves as a bridge, one of the boys gets hesitant. The other two motivate him to take that one first step, and the boy heeds their advice and makes his way across. PAN BAHAR The latest Pan Bahar commercial featuring actor Pierce Brosnan has been on the line of fire since its launch. After receiving brickbats on social media, it’s now the turn of the Central Board of Film Certification (CBFC) to crack the whip. Reports suggest that the Board has issued an order citing laws that restrict content promoting pan masala, tobacco and alcohol from being showcased on electronic media. We tried reaching out to Pahlaj Nihalani, Chairman of CBFC for a comment on the recent issue, but there was no response till the time of filing the story. However, according to few brand consultants and broadcasters whom we spoke to, this decision by CBFC is only for ads shown in cinemas and on Doordarshan. For private owned channels, they take into account, advertising watchdog ASCI’s ruling.
  • 15.
    15 IMPERIAL BLUE MENWILL BE MEN In the advertising industry, we call this 'slice of life' advertising or 'surrogate situational' advertising. Since there is a ban on advertising alcohol in India, liquor companies leverage the power of surrogate advertising to convey their brand identity/message. The Seagram's Imperial Blue campaigns are made up of real-life elements and every single ad manages to bring a smile to the faces of the viewer, irrespective-of-the-gender. The 'Men will be men' tagline is the brainchild of advertising biggie Ogilvy & Mather and has been running successfully with the liquor brand's campaigns for over 18 years now. Seagram's Imperial Blue, launched in 1997, primarily targets male audiences in the 25-40 age bracket. Since a good chunk of the target audience is married, resides in Tier I, II & III cities, and is amongst the working populace, the men who make up this group can relate to all the ads under the 'Men will be men' campaign. Laced with downplayed humour, these advertisements try to connect with the progressive, young Indian man who is (consciously or subconsciously) trying to impress the opposite sex (and other men, too), but is held back by the fact that he is financially, physically and socially handicapped in some way or the other. Notwithstanding, he puts on a confident facade, sometimes coming off as a winner (Seagrams Imperial Blue, Car), and often embarrassing himself (Seagrams Imperial Blue, Store).
  • 16.
    16 VIMAL PAN BHARMASALA Gutka or guṭkha is a preparation of crushed areca nut, tobacco, catechu, paraffin wax, slaked lime and sweet or savory flavorings.[1] It is manufactured in India and exported to a few other countries. A mild stimulant, it is sold across South Asia in small, individual-sized packets that cost between 2 and 10 rupees per packet. It is widely consumed in countries like India, Pakistan & Bangladesh. Gutka is consumed by placing a pinch of it between the gum and cheek and gently sucking and chewing.[2] It is considered responsible for oral cancer and other severe negative health effects.[1] As with paan and other smokeless tobacco products, there are preventive efforts to encourage users to quit and young people not to start.
  • 17.
    17 TUBORG BEER Tuborg beeris an Indian beer brewed by United Breweries Group, Bangalore owned by Mohammed imran The brand was launched in 1978. With a market share of over 36% in India, it is also available in 52 other countries. The Heineken Group holds 42.4% equity shares in United Breweries Ltd. Kingfisher was ranked 74th among India's most trusted brands according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory. In the Brand Trust Report 2013, Kingfisher was ranked 102nd among India's most trusted brands and subsequently, according to the Brand Trust Report 2014, Kingfisher was ranked 198th among India's most trusted brands. During the years 2009 through 2015, United Spirits (USL) / Diageo exited all non-core investments in United Breweries and sold 850,000 INR shares to Heineken, which will now give it leverage to managing affairs of India's largest beer producer. USL sold 3.21% shares for Rs 872 crore in a block trade. The shares were sold at Rs 1,030 apiece, a slight premium to Tuesday's closing price of Rs 1,014.10. As of July 2015, Heineken's stake in United Breweries (UB) has increased from 39% to 42.1%. This deal will give Heineken an upper hand over Vijay Mallya in running the company.
  • 18.
    18 COMPANIES FOLLOWING SURROGATEADVERTISING Product Category Brands Surrogates Tobacco Rajnighanda Kesar Pan Masala Goa Gutka Pan Masala Pan Parag Pan Masala Manikchand Filmfare Awards Cigarettes Red & white Cigarettes bravery award ceremony Gold Flake Tennis Tournaments Wills Lifestyle India Fashion Week, Lifestyle (textiles) showrooms, Indian Cricket Team/Matches Charms Audiocassettes and CDs. Four Square white water rafting& Gliding Wills Lifestyle India Fashion Week, Lifestyle (textiles) showrooms, Indian Cricket Team/Matches Alcohol Beverages Seagram„s Music Mc Dowells Water and Soda Bagpiper Water, Soda, and Music – cassettes & CDs Red and White Bravery Awards
  • 19.
    19 SURROGATE AD: ROLEIN CONSUMER BUYING DECISION Generally advertisements which showcase the product in a different prospective and highlights the attributes as never been seen before retain the customer share of mind. But there is catch in the case of surrogate advertisements. Here the product is prohibited to be shown- its attributes or features to be portrayed are near to impossible. Their role in impacting the consumer buying decision should be subsequently limited but surprisingly, it is found that they have a higher role in impacting consumer purchase decisions as compared to general products’ advertisement owing largely to viewer’s interest and sense of capturing the message. This fact is also supported by numbers. It is seen that company investing heavily in surrogate advertisements are witnessing more sales rates as compared to those investing none or comparatively less. You will be surprised to know advertising budget of beverage companies stretches in the ranges of hundreds of millions of dollars per annum. The only reason understood of investing such high sums is the fact of the recovery through this in the coming future. After all it’s a 60000 crore plus revenue generating market. Surrogate marketing is not a bad way of marketing or illegal marketing. It is just the more creative way if marketing that shows the product even without revealing it. Opportunities are hidden everywhere just like the products in surrogate advertisements.
  • 20.
    20 CHAPTER III DATA ANALYSISAND INTERPRETATION Q 1) What are the surrogate advertisements of brands that are seen the most? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3) Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer TABLE NO. 1 FACTOR NO. OF RESPONDENTS PERCENTAGE Mcdowell's no.1 29 29% Pan bahar 12 12% Imperial blue 19 19% Vimal pan bhar masala 11 11% Tuborg beer 29 29% Total 100 100% GRAPH NO. 1 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with Mcdowell's no.1, 12% are pan bahar,1 9 % are with imperial blue ,11% Vimal pan bhar masala 29% of with Tuberg beer.
  • 21.
    21 Q 2) Whichproduct category is seen the most of surrogate advertisement? 1) Alcohol 2) Beverages 3) Tobacco 4) Cigarettes TABLE NO. 2 FACTOR NO. OF RESPONDENTS PERCENTAGE Alcohol 47 47% Beverages 20 20% Tobacco 15 15% Cigarettes 18 18% Total 100 100% GRAPH NO. 2 Data Interpretation: -The above table shows that out of 100 respondents, 47% have with Alcohol, 20% are Beverages, and 15% are with Tobacco, 18%, of with Cigarettes.
  • 22.
    22 Q 3) Doesthe surrogate advertisement induce to try the original product? 1) Never 2) Occasionally 3) Sometimes 4) Regularly TABLE NO. 3 FACTOR NO. OF RESPONDENTS PERCENTAGE Never 37 37% Occasionally 20 20% Sometimes 15 15% Regularly 28 28% Total 100 100% GRAPH NO 3 Data Interpretation: -The above table shows that out of 100 respondents, 37% have with never, 20% are occasionally, and 15% are with sometimes, 28%, of with regularly.
  • 23.
    23 Q 4) Whatis impact of these advertisements on surrogate products? 1) Definitely will not affect 2) probably will not affect 3) undecided 4) probably will effect 5) definitely will effect TABLE NO. 4 FACTOR NO. OF RESPONDENTS PERCENTAGE Definitely will effect 58 58% Probably will effect 12 12% Undecided 9 9% Probably will not affect 11 11% Definitely will not affect 10 10% Total 100 100% GRAPH NO. 4 Data Interpretation: -The above table shows that out of 100 respondents, 58% have with definitely will effect, 12% are Probably Will Effect , 9 % are with Undecided 11% , of Probably Will Not Affect ,10% of with Definitely Will Not Affect.
  • 24.
    24 Q 5) Areyou recalling the original products while looking at surrogate advertisements? 1) Definitely 2) Most Probably 3) Occasionally Not At All 4) Don't Remember TABLE NO. 5 FACTOR NO. OF RESPONDENTS PERCENTAGE Definitely 58 58% Most Probably 10 12% Occasionally Not At All 11 9% Don't Remember 21 21% Total 100 100% GRAPH NO. 5 Data Interpretation: -The above table shows that out of 100 respondents, 58% have with definitely, 10% are most Probably, 11 % are with Occasionally Not At All 21% , of Don't Remember.
  • 25.
    25 Q 6) Doyou purchase surrogate products like soda, water etc after seeing their advertisements? 1) Never 2) Occasionally 3) Regularly 4) Often TABLE NO. 6 FACTOR NO. OF RESPONDENTS PERCENTAGE Never 45 45% Occasionally 31 31% Regularly 19 19% Often 5 5% Total 100 100% GRAPH NO. 6 Data Interpretation: -The above table show that out of 100 respondents, 45% are says never,31% is with occasionally and 19% with regularly,5% is with often.
  • 26.
    26 Q 7) Whatis your opinion about banning of surrogate advertisements? 1) Strongly Agree 2) Agree Neither 3 Agree/Disagree 4) Disagree 5) Strongly Disagree TABLE NO. 7 FACTOR NO. OF RESPONDENTS PERCENTAGE Strongly Agree 29 69% Agree Neither 12 19% Agree/Disagree 9 12% Disagree 11 11% Strongly Disagree 39 39% Total 100 100% GRAPH NO. 7 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with strongly agree, 12% are agree neither, 9 % are with agree and disagree 11% , of disagree 39% of with Strongly Disagree.
  • 27.
    27 Q 8) Doyou think surrogate advertisement is required for some product? Products Yes No May be Alcohol Tobacco Cigarettes TABLE NO. 8 SR NO. ITEM (ALCOHOL) NO. OF RESPONDENTS PERCENTAGE 1) Yes 19 19% 2) No 67 67% 3) May be 14 14% TOTAL 100 100% SR NO. ITEM (Tobacco) NO. OF RESPONDENTS PERCENTAGE 1) Yes 22 22% 2) No 47 47% 3) May be 31 31% TOTAL 100 100% SR NO. ITEM (Cigarettes ) NO. OF RESPONDENTS PERCENTAGE 1) Yes 66 66% 2) No 21 21% 3) May be 13 13% TOTAL 100 100%
  • 28.
    28 GRAPH NO. 8 DataInterpretation: - The above table shows that out of 100 respondents and opinion about requirement of surrogate advertising of Majority of Alcohol (67%) no believe that these ads never induce them to think surrogate advertisement is required for some product. This question is to know the public opinion on to think surrogate advertisement is required for some product. And result of respondent or Opinion about requirement of surrogate advertising of Tobacco 47% of the respondents consider these NO to Tobacco, 22% agree with and 31% think they are with maybe. 66% of people says yes to cigarettes, 21% with No and remaining with 13% is says maybe. Analysis: It is clear from the above inference that there is no positive correlation between respondents view on them to think surrogate advertisement is required for some product. And their perception on surrogate advertisements
  • 29.
    29 Q 9) Fromwhich media you used to watch the most in advertisements? (Tick one) A) Print Media B) Radio C) Television D) Internet E) Mobile TABLE NO. 9 FACTOR NO. OF RESPONDENTS PERCENTAGE Print Media 29 69% Radio 12 19% Television 38 38% Internet 11 11% Mobile 10 10% Total 100 100% GRAPH NO. 9 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with print media,12% of with radio , 38% with television,11% is watching on internet and last of are wit mobile is 10%.
  • 30.
    30 .Q 10) Whatyou feel, whether liquor advertising and its marketing when compared to any Products are ethical in India …? A) Strongly Disagree B) Disagree C) Neither Agree or Disagree D) Agree E) Strongly Agree TABLE NO. 10 FACTOR NO. OF RESPONDENTS PERCENTAGE Strongly Disagree 25 25% Disagree 14 14% Neither Agree or Disagree 11 11% Agree 15 15% Strongly Agree 35 35% Total 100 100% GRAPH NO.10 Data Interpretation: - Out of 100 respondents, majority of them think that it’s strongly agree, 14% agree that they are disagree, 11% are for neither agree and disagree and only 15% for agree and remaining is with 25% is strongly agree.
  • 31.
    31 Q 11) Howoften surrogate products are seen as advertisements? 1) Rare 2) Regular 3) Occasional 4) Never Seen 5) Don’t Remember TABLE NO. 11 FACTOR NO. OF RESPONDENTS PERCENTAGE Rare 34 34% Regular 15 15% Occasional 11 11% Never Seen 25 25% Don’t Remember 15 15% Total 100 100% GRAPH NO.11 Data Interpretation: - Out of 100 respondents, majority of them think that it’s rare is 34 , 15% are they watch regularly, 11% are for occasional and only 25% for never seen and remaining is with 15% is don’t remember.
  • 32.
    32 Q 12) Whatis your perception about such advertisements? 1) Entertaining 2) Boring 3) Interesting 4) Don’t Care 5) Funny 6) Disturbing TABLE NO. 12 FACTOR NO. OF RESPONDENTS PERCENTAGE Entertaining 29 29% Boring 12 12% Interesting 10 10% Don’t Care 10 10% Funny 10 10% Disturbing 29 29% Total 100 100% GRAPH NO. 12 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with entertaining, 12% are with boring, 10% are with intresting, 10% is with don’t care, 10% of with funny ,29% of with Disturbing
  • 33.
    33 Q 13) Whichproduct category has the maximum frequency of ads? 1) Alcohol 2) Pan Masala 3) Cigarettes TABLE NO. 13 FACTOR NO. OF RESPONDENTS PERCENTAGE Alcohol 61 61% Pan Masala 15 15% Cigarettes 24 24% Total 100 100% GRAPH NO.13 Data Interpretation: - Out of 100 respondents, majority of them think that it’s alcohol is 61% , 15% are they watch pan masala, 24% are for cigarettes.
  • 34.
    34 Q 14) whichof these brands are seen the most when it comes to surrogate advertising? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3)Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer TABLE NO. 14 FACTOR NO. OF RESPONDENTS PERCENTAGE Mcdowell's no.1 29 29% Pan bahar 12 12% Imperial blue 19 19% Vimal pan bhar masala 11 11% Tuborg beer 29 29% Total 100 100% GRAPH NO. 14 Data Interpretation: -The above table shows that out of 100 respondents, 29% have with Mcdowell's no.1, 12% are pan bahar,1 9 % are with imperial blue ,11% Vimal pan bhar masala 29% of with Tuberg beer . .
  • 35.
    35 CHAPTER IV FINDINGS FINDINGS OFTHE STUDY  To explain the concept of surrogate advertisements.  This study gives a thorough and detailed explanation of the concept of surrogate advertising with the help of the secondary data where the basic concept, its existence in Indian market, emergence and companies using surrogate advertisements, legal cases, and ethical concerns are stated with a clear description.  To study the consumers' awareness towards surrogate advertisements.  The study identifies that some of the respondents were not aware of the concept earlier, but the questionnaire has enabled them to understand the concept, while some of the respondents were aware of the concept earlier itself. From analysis of questionnaire it is found that even though consumers lack the level of awareness, they are familiar with the concept of surrogate advertising.  To evaluate the influence of surrogate advertisement on consumers’ buying decision.  By analyzing the primary data it is known that surrogate ads are successful in creating brand recall of the hidden product in the advertisement and from chi square test it is understood that these ads induce customers to buy the original banned product which shows that the ads are effective. Surrogate ads need to be telecasted regularly through the media of TV to have an impact and create a set in the minds of consumer.  To understand the consumer perception towards surrogate advertisements and its products.  Questionnaire consisted of question where respondents were asked their opinion on surrogate advertisements (if they are ethical/unethical/should be banned) and it is concluded that majority of the public view surrogate advertisements as unethical practices and agree that they should be banned. Viewers have negative insight towards these ads as they are perceived to misguiding, boring.
  • 36.
    36 CONCLUSION It was observedduring the research that people who are of non consumer group are very arrogant towards this practice but what astonish is that the consumer group also doesn’t feel any relevance of such advertisements. As everything has a double fold effect, so surrogate on one hand when reminds about the product on the other hand also conveys a message that the advertisement of alcoholic/ tobacco based products are banned because they are harmful for health. However, (on a contradictory note) from the studies it is clearly indicated that surrogate advertisements fulfills its purpose as for a marketer it is an impressive and money folding practice. So the purpose of the same is being fulfilled. So from marketing perspective this practice is a four starred one and reaping benefits of investment. The recent practice of showing adverse effects of consumption through a small clipping in movie halls or television is an effective eye opener. This could be an area for further research. Government can further increase such practices and spread more awareness Surrogate advertising is basically duplicating the brand image of a particular product and then promoting a different product of the same brand. Ban on advertising of alcohol, cigarettes, tobacco products gave rise to the concept of surrogate advertising in India. It has become an ethical issue and has emerged as a loophole challenge over government rules. Though this upcoming trend is not healthy for the young consumers & others in the interest of the health of the community; Surrogate ads have proved themselves a strapping& successful marketing strategy for the forbidden goods today.
  • 37.
    37 BIBLIOGRAPHY WEB REFERENCES Http://Www.Academia.Edu/16499143/SURROGATE_ADVERTISING_THE_AW ARENESS_AND_DOES_IT_HELPS_TO_PROMOTE_CORE_PRODUCT_ITS ELF_IN_INDIAN_CONTEXT http://www.mbaskool.com/business-articles/marketing/14340-surrogate- advertising- hidden-yet-visible-products.html http://www.ukessays.com/essays/marketing/surrogate-advertising-and-its-impact-on-the-mind- marketing-essay.php http://www.slideshare.net/shampm88/a-project-report-on-the-impact-of-surrogate- advertisement-in-surrogate-products-at-ogilvy-mather https://en.wikipedia.org/wiki/Surrogate_advertising http://www.indianmba.com/faculty_column/fc266/fc266.html http://www.thehindubusinessline.com/2003/05/23/stories/2003052300090900.htm BOOKS REFERRED  George E. Belch & Michael A. Belch (2010) .Advertising & Promotion – An Integrated Marketing Communications Perspective. 7th Edition.  Philip Kotler ,Kevin Lane Keller.(2006). Marketing Management.Pearson Education.12thEdition.  Malhotra.N.K..(2006).Marketing Research: An Applied Orientation. Pearson Education.4th edition.  Wells, Moriarty & Burnett .Advertising principles & practice.7th Edition. pg 59 – 88. JOURNALS REFERRED Dr. S. G. Khawas Patil. Laxmikant S. Hurne. (2011).Surrogate advertising: A Successful Marketing Strategy for Liquor, Whisky products.Indian Streams Research Journal.Vol-I , Issue-V.June. Dahiya, Ms Kirti Singh, and Ms Kirti Miglani.(2013).Emergence of surrogate
  • 38.
    38 Annexure Deogiri Institute ofEngineering and Management Studies, Railway Station Road, Aurangabad-431005 Ph. No.: 0240-2367575 Fax. No: 0240-2367577 “A STUDY ON IMPACT OF SURROGATE ADVERTISEMENTS ON NON-USERS OF THE PRODUCT” Section A PERSONAL PROFILE Name:- Age:- Gender:- Male Female Address:- Section B Q 1) What are the surrogate advertisements of brands that are seen the most? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3)Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer Q 2) Which product category is seen the most of surrogate advertisement? 2) Alcohol 2) Beverages 3) Tobacco 4) Cigarettes Q 3) Does the surrogate advertisement induce to try the original product? 1) Never 2) Occasionally 3) Sometimes 4) Regularly 5) Often Q 4) What is impact of these advertisements on surrogate products? 2) Definitely Will Not Affect 2) Probably Will Not Affect 3) Undecided 4) Probably Will Effect 5) Definitely Will Effect Q 5) Are you recalling the original products while looking at surrogate advertisements? 1) Definitely 2) Most Probably 3) Occasionally Not At All 4) Don't Remember
  • 39.
    39 Q 6) Doyou purchase surrogate products like soda, water etc after seeing their advertisements? 1) Never 2) Occasionally 3) Regularly 4) Often Q 7) What is your opinion about banning of surrogate advertisements? 1) Strongly Agree 2) Agree Neither 3 Agree/Disagree 4) Disagree 5) Strongly Disagree Q 8) Do you think surrogate advertisement is required for some product? Products Yes No May be Alcohol Tobacco Cigarettes Q 9) From which media you used to watch the most in advertisements? (Tick one) A) Print Media B) Radio C) Television D) Internet E) Mobile Q 10) What you feel, whether liquor advertising and its marketing when compared to any Products are ethical in India …? A) Strongly Disagree B) Disagree C) Neither Agree or Disagree D) Agree E) Strongly Agree Q 11) How often surrogate products are seen as advertisements? 1) Rare 2) Regular 3) Occasional 4) Never Seen 5) Don’t Remember Q 12) What is your perception about such advertisements? 1) Entertaining 2) Boring 3) Interesting 4) Don’t Care 5) Funny 6) Disturbing 7) Misguiding Q 13) Which product category has the maximum frequency of ads? 2) Alcohol 2) Pan Masala 3) Cigarettes Q 14) Which of these brands are seen the most when it comes to surrogate advertising? 1)'Mcdowell's no.1 yaari' 2) Pan bahar 3)Imperial Blue 4) Vimal pan bhar masala 5) Tuborg beer THANK YOU