Surrogate

-
Advertising
An analytical study
 TEAM MEMBERS

1019144 1019107 1019148 1019104 1019146

Ankit Satija Aditya Aggarwal Anchal Kansal Anushthi Jain Aryahi

1019120 1019118 1019501 1019136

Binani Aditya Nishica Pranav Mehta Swasti Mishra

Choudhary

1019108 1019133

Sakti Vansh Puri

ABSTRA
CT
SURROGATE ADVERTISING, AN
ANALYTICAL STUDY

It is often said that many small things have

been made large by the right kind of
advertising. Indeed advertisements have a
strong influence in our life as they are
informative and hence create awareness
among the consumers. But some ads are
accused of misleading & unhealthy products
restoring themselves to prohibition from the
media.
This research study was undertaken to
explore the positive dimensions of
surrogate advertisements & to find out
its influence on consumer buying
decisions thereby its impact on
company‘s brands.
 INTRODUCTION
Common techniques used Primary objective of the companies
include endorsing their behind such prohibition is to
products using public service compensate the losses occurred due
announcements, duplicating to such prohibition.
brand image etc.

Surrogate advertisements are One of the most common reason

those which are used to behind surrogate advertising is to
publicize those products
circumvent a prohibition by law in
banned by law as they are
injurious to health. several countries on direct
advertisements of particular products
besides its unhealthy.

Different products witnessing such advertisements are alcohol

beverages, tobacco products & Gutka advertising themselves as
pan masalas.
 Research
Methodology
To encompass the sudden emergence of
surrogate advertising.
The research study focuses on the ways by
which the companies can use such a new
trend of surrogate advertisements as a
successful marketing strategy to sell their
prohibited products.
 OBJECTIVES
This research work deals with finding out the reasons and ways by which products which have been banned by the
government and are probably not good in the interest of the community at large, are emerging themselves with a new
dimension i.e Surrogate Advertising?

01 02
To know the consumer‘s familiarity & To find out the influence of surrogate
awareness towards surrogate ads on consumer buying decisions.
advertisements.

03 To understand the impact of surrogate

advertisements on the company‘s
brands.
04 To know the consumer perception
towards surrogate ads & its products.
TYPE AND SOURCE OF DATA
PRIMARY DATA SECONDARY DATA
Circulation of Questionnaire Research
 TOOLS AND TECHNIQUES
➔ Varied statistical tools for analyzing
and interpreting the responses
➔ Rankings to analyze the data by
using the frequency of each value
➔ Tools like percentage and graphs for
analyzing and representing the data
➔ Microsoft Excel was used for all
these calculations
➔ The required data was captured and
appropriately analysed by–
Part A: Percentage Analysis to
analyse the demographic profile
Part B: Ranking Method to know
the factor having highest weightage
Population
Male respondents who were either literate
or semi – illiterate & above the age group
of 16 yrs.
Sample
Convenience Sampling, a non-probability
sampling technique, wherein both
questionnaires were circulated among
colleagues, family and friends was used
because of its speed, cost-effectiveness
and ease of availability of the sample.
Also because the population has similar
traits.
Sample Size
108 people
 LITERATURE REVIEW
Dr. Abhijeet Agashe, Ms. Harleen Vij in his article “Ethical Issues
in Surrogate Advertisement & its Impact on Brand Building”
indicated that direct marketing of surrogate products is unethical
01 and hence prohibited by the government. But the companies are
now following the newest trend called surrogate advertisements
i.e. marketing unethical products ethically.

In the Cable TV Act, 1995, it is mentioned that Zee and STAR stopped
telecasting the advertisements. Aaj Tak and Sony soon followed suit.
The I & B Ministry hired a private monitoring agency to keep a watch for
02 violations of the Act. By August 2002, it had banned 12 advertisements and
several leading satellite TV channels including Zee, Sony, STAR and Aaj Tak
were issued notices to explain their rationale behind carrying surrogate
liquor advertisements.
 Dr. S. G. Khawas Patil, Laxmikant S. Hurne in their article
“Surrogate Advertising: A Successful Marketing Strategy for Liquor,

03 Whisky products” indicates that most of the companies

experiencing the ban of their products are restoring themselves to
Surrogate advertising.

03

Pradeep S. Mehta in his article “Surrogate advertising Needed, a

spirited attack” tells that the companies whose products are
subjected to the prohibition are promoting their products like `old
wine‘ in a `new bottle,‘ or with a soft-drink label. Somehow,
04
duplicating the image of well established brand.

Rima Bhardwaj in her article “Surrogate Advertisements: A New

05 Judicial Concern” analysed that Indian government always restricts

rampant advertisements of such products by appropriate
legislations, orders and directives.
Data Analysis and Results
Demographic Category Percentage (%)
No. of respondents
Factors

GENDER MALE 108 100

16-25 46 42.59
26-35 38 35.18
AGE 36-45 14 12.96
46 & Above 10 9.25
TOTAL 108 100

ILLITERATE
19 17.59
SSLC
12 11.11
EDUCATION PUC
21 19.44
UNDERGRADUATE
QUALIFICATION POST GRADUATE
33 30.55
23 21.29
TOTAL
108 100

LESS THAN 5000 08 7.40

6000 TO 15000 61 56.48
INCOME 16000 TO 30000 17 15.74
31000 TO 50000 7 6.48
ABOVE 50000 15 13.88
The above table indicates that –

(i) All 100% of the respondents are male.

(ii) Majority of the respondents i.e 42.59% are between the age group of 18 - 25 yrs,
whereas 35.18% fall into the category of 26 - 35 yrs, remaining are above the age group
of 36 yrs.
(iii) 30.55% of respondents are Under Graduates, 21.29% are Post Graduates whereas
17.59%, 11.11% & 19.44% of respondents fall into the category of Illiterate, SSLC &
PUC respectively.
(iv) Among the 108 respondents, Majority of them i.e 56.48% are earning their income
between 6,000 to 15,000 pm, 15.74% between 16,000 to 30,000 whereas only minimal
no. of respondents i.e. 7.40% earn less than 5,000 of income pm.
 PART B
Variables Factors Observed values Rank

Awareness Familiarity and awareness with the concept 35 2

Unfamiliar with the name but aware of the 52 1

concept

Unfamiliar and Unaware of the concept 21 3

Reasons to restore to To promote company’s banned product 22 3

the newest trends of
surrogate ads
To build brand image 36 2

To earn profit 50 1

Different ways to Usage of celebrities 44 2

make surrogate ads
Collaboration with hi fi music 49 1
attractive to viewers
Event Sponsorship 11 3

Ads inclusive of hazardous notes 04 4

Appropriate media to Television 45 1
telecast the surrogate ads
Radio 02 4

Newspapers 11 2

Magazines 05 3

Movies 45 1

Apt time to broadcast the At the time of news 05 4

surrogate ads
At the time of serials 21 3

At the time of live cricket 58 1

During Reality shows 24 2

Viewers perception Entertaining 37 1

towards surrogate ads
Misguiding 19 4

Harmful to health 10 5

Informative 23 2

Provokes to result in higher rate of consumption 22 3

Above table indicates that –
➔ Majority of the respondents are familiar with the concept of surrogate
advertisements & hence show a high level of awareness towards it.
➔ Concealed ideas of the co‘s to make higher profits with the improvement in the brand
image have made them restore to the newest trend of surrogate ads.
➔ Endorsement of surrogate products by the well-known celebs coupled with Hi Fi music
inculcates impulsive behaviour in the consumer decision making process.
➔ Manufacturers of surrogate products can use television as a suitable media to
broadcast the surrogate ads; whereas it‘s during the live cricket matches or the
reality shows that have proved to be the appropriate time to make their consumers
watch such advertisements.
➔ Viewers (consumers) have positive insight toward such ads as they perceive them to
be highly entertaining & informative in nature.
➔ Finally consumers feel that the trend of surrogate advertisements has a positive
impact on company sales resulting in increased consumption rate of their prohibited
products.
 FINDINGS
➔ Surrogate ads on television are equally unconscionable, as they
have been telecasted indirectly with the help of products,
events or other sponsorship programmes.

➔ Concealed ideas of the co‘s to make higher profits with the

improvement in the brand image have made them restore to the
newest trend of surrogate ads.

➔ Endorsement of surrogate products by the well-known

celebs coupled with Hi Fi music inculcates impulsive
behaviour in the consumer decision making process.

➔ Indian government has always endeavored to curb or atleast restrict

rampant advertisements of such products by appropriate legislations,
orders and directives, Hence marketers should be cautious enough
when they restore themselves to such trend of surrogate ads.
➔ Manufacturers of surrogate products can use television as a suitable
media to broadcast the surrogate ads.

➔ Viewers (consumers) have positive insight toward such ads as they

perceive them to be highly entertaining & informative in nature.

➔ Finally consumers feel that the trend of surrogate advertisements

has a positive impact on company sales resulting in increased
consumption rate of their prohibited products.

➔ Respondents are not against the trend of surrogate ads, as they

think that such ads may increase the consumption rate of
prohibited products.
 CONCLUSION
Pros & Cons of surrogate Though this upcoming
advertising are just like trend is not healthy for the
two sides of a coin. The young consumers & others
trend followed by such ads in the interest of the health
could prove to be a boon of the community;
for big and established Surrogate ads have proved
players as they result in themselves a strapping &
higher brand recall value, successful marketing
thereby helping them to strategy for the forbidden
push their banned goods today. Surrogate
products further. At the marketing at best fetches
same time, smaller huge profit to the
companies and new marketers, but leads
entrants would find it customers to the water!
difficult to establish Hence it‘s left to the
themselves in the changed customers whether to
scenario. accept this or not.

Recent marketing trends and strategies have seen a growing use of Surrogate Advertisements. It only
suggests that this marketing technique is going to stay and its upto the “aware” customers to take the final
call to accept or reject such products and/or their brands.
THANK YOU
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