History[ edit ] The origin of surrogate advertising can be traced to Britainwhere housewives started protesting against liquor advertisements which provoked their husbands. The combination these factors lead to eventual ban on advertising of these products throughout its media channels.
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Reproduction is allowed for non-commercial purposes if the source is fully acknowledged. Concept and Regulatory Measures Ruchi Gupta Assistant Professor University of Delhi India Abstract Advertising has often been criticized for causing economic harms and for promoting such products to people which undermine their health.
Considering the harmful effects of some such products, the Government of India banned the advertising of liquor and tobacco products by introducing various laws and regulations.
As a reaction to this, liquor and tobacco manufacturers started seeking other ways of advertising their products. These manufacturers introduced various other products like sodas, fruit juices, cassettes and CDs in the market with the same brand name as that of the liquor and tobacco brands and also started undertaking sponsorship of various events.
When such substitute products surrogates are advertised, it keeps reminding the customers about the liquor and tobacco products with the same brand name, the advertisement of which is banned. This phenomenon, known as "surrogate Research paper on surrogate advertising, can be defined as duplicating the brand image of one product extensively to promote another product of the same brand.
Surrogate Advertising can also be defined as the strategy used by manufacturers and advertisers to promote a product in guise of another, when the advertisement of former is banned by the law of the land. The phenomenon of surrogate advertising is of an ethical and legal concern in advertising.
The practice of surrogate advertising has been used extensively by liquor and tobacco industry in India. The practice needs to be checked if the ban on liquor and tobacco products needs to be implemented in real sense in India. The paper discusses the meaning of surrogate advertising, the use of surrogate advertising in Indian liquor and tobacco industry, laws regulating the same, cases of surrogate advertising in India and measures to be taken for controlling the same.
Considering the harmful effects of some products, the Government of India banned the advertising of liquor and tobacco products by introducing certain laws and regulations. As a reaction to this, liquor and tobacco manufacturers started seeking other ways of endorsing their products.
They found an alternative way of advertising through which they can keep on reminding the consumers about their liquor and tobacco brands.
They have introduced various other products through brand extensions in the market with the same or similar brand name. When these products called surrogate products are advertised, it keeps reminding the customers about the liquor and tobacco products with that brand name, the advertisement of which is banned.
Meaning of Surrogate Advertising When the laws of a country do not permit advertising of certain products, the advertisers devise new means of advertising. Such situation was witnessed when the Government of India banned the advertising of tobacco and liquor products in the country.
The manufacturers of tobacco and liquor products introduced various other products, such as sodas, fruit juices, cassettes and CDs in the market with the same brand name and also sponsored various events and festivals.
Surrogate advertising can also be defined as the strategy used by manufacturers and advertisers to promote a product in the guise of another, when the advertisement of the former is banned by the law of the land.
The practice of surrogate advertising has ethical and legal dimensions. Genesis of Surrogate Advertising Surrogate advertisements took off, not long ago, in the UK, where the British housewives protested strongly against liquor advertisements "luring" away their husbands.
The liquor industry found a way around the ban: Surrogate advertisements for cocktail mixers, fruit juices and soda water using the brand names of the popular liquors.
The Advertising Code, given in Rule 7 2 viii of the Cable Television Networks Rules,as amended in the yearprovides that No advertisement shall be permitted which promotes directly or indirectly the production, sale or consumption of- a cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants; b infant milk substitutes, feeding bottle or infant food.
Prevalence before the Ban Direct advertising of liquor and tobacco products was rampant before the enforcement of the Cable Television Networks Regulation Rules as amended in the year A research paper which attempts to explore this territory is Consumer Psychographics and Surrogate Advertising: An application of multiple discriminant analysis (Sharma & Chander, ), but this paper too falls short on measuring the impact of surrogate advertising on Brand Awareness levels.
European Advertising vs. American Advertising Research Paper ARS The main aspect of advertising is to ‘get more bang for the buck’, to make it aesthetically pleasing to the eye and gain the viewer’s attention. Which are some good examples of surrogate advertisements?
The Advertising Standard Council of India on being informed by Consumer Education and Research Center,Ahmedabad,advised it to be sent to kaja-net.com NGO then took up the matter to Ministry of Consumer Affairs and I&B kaja-net.com Ministry handed over the issue to . Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the disguise of another kaja-net.com type of advertising uses a product of a fairly close category, as: club soda, mineral water in case of alcohol, or products of a completely different category (for example, music CD's or playing cards) to hammer the brand name into the.
Surrogate Advertisements: India’s Response Towards International Regulations Barcelona Panda1 function that surrogate advertising does is that of brand recall and not necessarily an exercise in Programmes while the other one is engaged in the publication of the news paper ‘The Hindu’.
This Briefing Paper lays stress on the need to undertake research on three studies on time periods.
The first one for a period when surrogate advertisements were not in place, and all advertisements of liquor and tobacco were.