By:- Reena

 To know about surrogate advertising.

 To learn government measures taken against such
advertisiment.
 To analyse data on surrogate advertising and draw findings.
 According to American Marketing Association
(AMA)

“Advertising is any paid form of non personal

presentation and promotion of ideas, goods and
services by an identified sponsor.”
 Duplicating brand image of one product extensively,
in order to promote, another product of the same
company.

 Use of well established brand, except the original

product, to encompass that product.

 For example: cd’s, cassettes, apparels and

accessories.
 The sponsoring of sports/cultural/leisure events and
activities.

 It is dedicated towards the use of an insignificant,

“harmless” product to increase/maintain awareness
for their primary “harmful” brand.

 Surrogate advertisements are misleading, false and

dishonest in many cases.
 The major players who use surrogate advertising as
their strategically promotion elements:
 WILLS
 MANIKCHAND
 BACARDI
 KINGFISHER
 ARISTROCRAT
 SMIRNOFF
 SEAGRAMS
COMPANY ‘S NAME SURROGATES
SEAGRAMS COMPACT DISCS.
MC DOWELLS WATER AND SODA
BAGPIPER WATER AND SODA, CASSEETES
AND COMPACT DISCS.
GODFREY PHILIPS BRAVERY AWARDS
RED AND WHITE BRAVERY AWARDS
BACARDI CASSETTES AND COMPACT DISCS
KINGFISHER WATER AND CALANDERS
SMIRNOFF APPLE JUICE
ROYAL CHALLENGE GOLF TOURNAMENTS
ARISTROCRAT APPLE JUICES
COMPANY NAME SURROGATES
JOHNY WALKER SODA
FOUR SQUARE WHITE WATER RAFTING AND GLIDING
MANIKCHAND FILMFARE AWARDS
WILLS LIFESTYLE APPARELS, CLOTHING
ACCESSORIES.
GOA GUTKHA PAN MASALA
PAN BAHAR GUTKHA PAN MASALA
PAN PARAG PAN MASALA
 Government has imposes ban on liquor and tobacco
advertisement.
 Under cable television networks act 1995 government
has mentioned not to advertise such products
 Not to show women in derogatary image
 No advertising should be done which create any harm
to the children.
 No advertisement should be shown which promotes
consumption of tobacco and liquor.
 the information and broadcasting ministry has issued
notices to broadcasters to not to advertise such ads.
 Union health ministry has issued directives baning all
smoking scenes in films.
 Forbids sale to person below the age of 18.
Q1.Do you think we require any ban on Tobacco &
Liquor advertising?
Response Advertising segment General segment Overall

Yes 95 58.25 64

No 5 43.75 36

Total 100

100 95
Openion of Respondents (%)

90
80
70 64
60 56.25
Yes
50 43.75
36 No
40
30
20
10 5
0
Advertising General Overall
Segment
Q.2 Do you think the government has been successful in controlling the consumption
of tobacco & liquor by imposing a ban on Tobacco & Liquor advertising

Advertising segment general Overall

Response
30 36 35
Yes
70 64 65
No
100
Total

80
70
Number of Respondents (%)

70 64 65

60
50
36 Yes
40 35
30 No
30
20
10
0
Advertising General Overall
Segment
 Q.5 Are you aware of the phenomenon of Surrogate
Advertising (as mentioned above)
Responses Advertising General Overall

Familiar and 75 25 35
aware of concept
Not familiar but 5 8.75 8
aware
Not familiar not 20 66.25 57
aware
Total 100

160
Percentage of Respondents (%)

140
120 Overall, 35 Overall, 57
Overall
100
General, 25
80
60 General
General, 66.25
40 Advertising, 75
20 Overall, 8
General, 8.75 Advertising, 20 Advertising
0 Advertising, 5
Familiar & Aware Not Familiar but Not Familiar & Not
of Concept Aware of Concept Aware of Concept
Familiarity & Awareness
Q.3 Which one of the following do you consume?
In order to be able to analyze the feedback of the people constituting the
sample it was important to know there preference for tobacco & liquor
Response Advertsing segment general Overall

Tobacco and Liquor 10 22.5 20

Tobacco only 10 2.5 4

Liquor only 5 63.25 52

None 75 11.75 24

Total 100

80 75

70 63.75
Consumption Pattern of Respondents

60
52
50 Tobacco & Liquor
Tobacco Only
40
Liquor Only
(%)

30 24
22.5 None
20
20
10 10 11.25
10 5 2.5 4
0
Advertis ing General Overall
Segm ent
 95% of the respondents in the Advertising segment
emphasize that a ban on liquor & tobacco advertising is
required. This is a surprising revelation from the horses
mouth.
 The success of the government in imposing the ban is
evident from the fact that 65 % of the total respondents
have firmly said No, when asked if the government was
successful in imposing the ban on liquor & tobacco
advertising.
 As compared 52% of the respondent who consume only
liquor, only 4% of the respondents consume tobacco
alone.
 This shows that there is not truth in the fact that those who
drink alcohol & also consume tobacco. This also supported by
the fact that only 20% of the respondents consume both
tobacco & liquor.
 The effectiveness of the surrogate adds is eminent from the
finding that 46% of respondents accept that it reminds them of
the core product. Another 38% of respondents feel surrogate
advertising encourages them to consume tobacco & liquor.
 As many 57% of the respondents were not aware of both the
term surrogate advertising & the concept. This shows that
ignorance is bliss, though here it’s a bliss for the tobacco &
liquor manufacturer
 Making transparent laws banning surrogate
advertisements for different products under a single brand
names, by amending the Trade Marks Act, for instance;
 Providing teeth to the Advertising Standards Council of
India to enable it take action against false and misleading
advertisements, and keep a close vigil over clever evasion
of the law;
 Asking the electronic and print media to adhere to the
advertisement codes and not encourage surrogate
advertisements;
 Calling on the ASCI address complaints received from
consumers against surrogate advertisements and take
appropriate actions immediately;
 Creating a consumer awareness programme to help people
understand the negative impact of surrogate advertisements;
 Adopting strict laws to penalize those companies featuring
surrogate advertisements without any real existence of the
product; and
 Requiring advertising agencies to have full knowledge of the
products under the same brand for which they are promoting
advertisements, and taking legal actions against those agencies
which design surrogate advertisements.
 Health warnings A single health warning (“Cigarette smoking
is injurious to health” or “Drinking liquor is injurious to
health”) is mandatory on packets and any advertisement.