Surrogate Advertising Ppt
Content
surrogate advertising
Guided By: Mr. M. S. Pahwa Associate Professor Account ing & Finance PACIFIC INSTITUTE OF MANAGEMENT Submitted By: Heena Pandya MBA 2nd Sem.
Seminar on
WHAT IS SARROGATE ADVERTISMENT? DEFINITION:In simple words when you advertise a product such as liquor or cigarettes that is banned from being advertised, by using another product (with the same name) such as audio cds by the name of Bacardi blast etc duplicating the brand image of one product extensively to promote another product of the same brand
ORIGIN OF SURROGATE ADVERTISEMENTS
Need of alternative path of advertising of banned product The problem occurs when brand extension is carried out in response to the ban on advertisement of one product category. In this case, the companies launch other products with the same brand name for the purpose of reminding their old customers
EXAMPLE:"HUM, tum or mera Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky
PRESUMPTIVE ANALYSIS OF THE ISSUSE
Advertising is a well-known method of promotion of a product or idea Advertisements which lead to sale, consumption and promotion of liquor should not be allowed . So, in Surrogate Marketing, a product which is different from the main product is advertised , which has the same brand name as the main product . The product is called as “surrogate” and advertising through this channel is called “Surrogate Advertising”! Duplicate brand may include CDs, water, clothing, Apple juice, fashion accessories, sports goods or evene ventss ponsoring!
CONCEPTUAL CONNOTATION
•Surrogate
advertising carries several responsibilities
•Advertising
informs the public so that they can be aware of products and make informed choices among different products or brands.
Advertising also benefits businesses in assisting them to sell their products
•The
point to note is that there is nothing surrogate about advertising. There is something surrogate about ethics and values and a sense of right and wrong
•One
of the big values of advertising is that it introduces people to new things that
they may otherwise not know about
IMPORTANCE
Marketing of banned products using surrogate promotional activities, to keep their brands alive in the minds of customers
Helps to companies to remain in market by advertising their banned product by surrogate advertising
surrogate advertising gives the integrated nature of markets, brand promotion has become an elaborate exercise, often extending across national boundaries
BACKGROUND AND EVALUTION
Surrogate advertising is the most way to advertise the banned product like liquor, cigarette, tobacco etc Brand extension is an act of bypassing the advertisement ban. Advertising does not function in a vacuum but in a market environment where several forces like consumer needs, business interests and government regulations are at work Advertising is a powerful force in terms of its persuasiveness and functions a critical social role Here many ways to surrogate products that are as: TV, Internet, Hoardings, billboards etc
DIMENTIONAL MAGNITUDE
Advertisers must decide what is right and what is wrong
Effective action required the development and application of evidence-based recommendations and strong political
commitment
Cannot advertise without permission Government make some rules for surrogate advertisment
EXAMPLES
When the bear baron Vijay Mallya started a new airline, he named it Kingfisher, presumably to promote his beer brand. Some even believe that the very concept of having an airline was to promote Kingfisher beer. Today, it has become as important a brand for the airline as his beer, if not more. Mallya's UB also advertises the Kingfisher bottled water, which probably does not leave the confines of his many households. The logo on the bottle instantly reminds one about his beer.
Imperial blue is a whisky but it is advertised by the name Imperial blue soda.
FUTURE SCOPE
Business Key
Concerns
Success Factors Drivers
Demand
Future
LIMITATIONS
The government has banned advertising and publicity for Alcohol and Tobacco Which means that companies have to stay away from mainstream media and adopt methods and ways by which they can keep their brands top of mind and also maintain their market share The Government of India banned advertising of alcoholic beverages and cigarettes vide Rule of the Cable Television Networks Rules 1999
State governments like Delhi have been issuing advertisements warning of stringent action if any company is caught flaunting the ban
Its notice to TV channels was clearly a blanket ban on surrogate ads
Guided By: Mr. M. S. Pahwa Associate Professor Account ing & Finance PACIFIC INSTITUTE OF MANAGEMENT Submitted By: Heena Pandya MBA 2nd Sem.
Seminar on
WHAT IS SARROGATE ADVERTISMENT? DEFINITION:In simple words when you advertise a product such as liquor or cigarettes that is banned from being advertised, by using another product (with the same name) such as audio cds by the name of Bacardi blast etc duplicating the brand image of one product extensively to promote another product of the same brand
ORIGIN OF SURROGATE ADVERTISEMENTS
Need of alternative path of advertising of banned product The problem occurs when brand extension is carried out in response to the ban on advertisement of one product category. In this case, the companies launch other products with the same brand name for the purpose of reminding their old customers
EXAMPLE:"HUM, tum or mera Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky
PRESUMPTIVE ANALYSIS OF THE ISSUSE
Advertising is a well-known method of promotion of a product or idea Advertisements which lead to sale, consumption and promotion of liquor should not be allowed . So, in Surrogate Marketing, a product which is different from the main product is advertised , which has the same brand name as the main product . The product is called as “surrogate” and advertising through this channel is called “Surrogate Advertising”! Duplicate brand may include CDs, water, clothing, Apple juice, fashion accessories, sports goods or evene ventss ponsoring!
CONCEPTUAL CONNOTATION
•Surrogate
advertising carries several responsibilities
•Advertising
informs the public so that they can be aware of products and make informed choices among different products or brands.
Advertising also benefits businesses in assisting them to sell their products
•The
point to note is that there is nothing surrogate about advertising. There is something surrogate about ethics and values and a sense of right and wrong
•One
of the big values of advertising is that it introduces people to new things that
they may otherwise not know about
IMPORTANCE
Marketing of banned products using surrogate promotional activities, to keep their brands alive in the minds of customers
Helps to companies to remain in market by advertising their banned product by surrogate advertising
surrogate advertising gives the integrated nature of markets, brand promotion has become an elaborate exercise, often extending across national boundaries
BACKGROUND AND EVALUTION
Surrogate advertising is the most way to advertise the banned product like liquor, cigarette, tobacco etc Brand extension is an act of bypassing the advertisement ban. Advertising does not function in a vacuum but in a market environment where several forces like consumer needs, business interests and government regulations are at work Advertising is a powerful force in terms of its persuasiveness and functions a critical social role Here many ways to surrogate products that are as: TV, Internet, Hoardings, billboards etc
DIMENTIONAL MAGNITUDE
Advertisers must decide what is right and what is wrong
Effective action required the development and application of evidence-based recommendations and strong political
commitment
Cannot advertise without permission Government make some rules for surrogate advertisment
EXAMPLES
When the bear baron Vijay Mallya started a new airline, he named it Kingfisher, presumably to promote his beer brand. Some even believe that the very concept of having an airline was to promote Kingfisher beer. Today, it has become as important a brand for the airline as his beer, if not more. Mallya's UB also advertises the Kingfisher bottled water, which probably does not leave the confines of his many households. The logo on the bottle instantly reminds one about his beer.
Imperial blue is a whisky but it is advertised by the name Imperial blue soda.
FUTURE SCOPE
Business Key
Concerns
Success Factors Drivers
Demand
Future
LIMITATIONS
The government has banned advertising and publicity for Alcohol and Tobacco Which means that companies have to stay away from mainstream media and adopt methods and ways by which they can keep their brands top of mind and also maintain their market share The Government of India banned advertising of alcoholic beverages and cigarettes vide Rule of the Cable Television Networks Rules 1999
State governments like Delhi have been issuing advertisements warning of stringent action if any company is caught flaunting the ban
Its notice to TV channels was clearly a blanket ban on surrogate ads
