“Advertising Ethics and viewer’s
perception towards Surrogate
Advertisements”
\
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 1
Table of content:
Executive Summary.....................................................................................................5
Introduction:...................................................................................................................6
Problem Statement:...................................................................................................1
Research Objective:...................................................................................................15
Sampling Plan:.............................................................................................................16
Research Design:........................................................................................................16
Data Analysis:..............................................................................................................1!
indings:........................................................................................................................."!
!"ES#IO$$AIRE........................................................................................................."#
%ibliography:.................................................................................................................$%
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH "
Executive Summary
Product advertising &or li'uor and cigarette companies is banned in the
country since ())* by +able #elevision $et,or- .Regulation/ Act0 #his ban is
no, li-ely to be extended to advertising o& extended brands0 #he very
purpose o& banning li'uor advertisements is de&eated by surrogate
advertising0
A surrogate advertisements is one in ,hich a di&&erent product is promoted
using an already established brand name0 Such advertisements or
sponsorships help in contribute to brand recall0 #he di&&erent product sho,n
in the advertisement is called the 1Surrogate02 It could either resemble the
original product or could be a di&&erent product altogether3 but using the
established brand o& the original product0
In India3 the trend o& surrogate advertisement gathered momentum ,ith the
+able #4 $et,or- Regulation Act3 ,hich prohibits tobacco and li'uor
advertisements on #4 channels0
Due to the ban3 li'uor companies &ocused more on promotions &or brand
building0 #he ban on advertising o& alcohol beverage products has severely
handicapped communication ,ith consumers0
+ompanies ,ith li'uor brands are not advertising li'uor products5 instead
they have extended the e'uity o& their brands into other &ields0 6o,ever as
the #4 ,as the most e&&ective medium o& advertising3 surrogate advertising
on #4 became popular0
In the mean time3 some producers entered ne, segments under the li'uor
brand or advertised these products under li'uor brand0
#he surrogate advertisements &rom li'uor companies intensi&ied &urther
through sponsorships o& movies3 music sho,s3 and other programs and
attracting youth0
In late 788(3 the broadcasters began airing socially responsible
advertisements sponsored by li'uor companies0 %y early 78873 surrogate
advertising o& li'uor brands had intensi&ied li-e never be&ore on satellite #4
channels0
9eeping this thing in mind I decided to conduct a research to &ind out
,hether really this surrogate ad helps to recall the original brand0 Survey
,as done comprising o& *8 respondents o& di&&erent age group3 di&&erent
educational level and di&&erent class o& society0
!uestionnaire ,as as-ed to &ill by them3 and data analysis ,as done ,ith the
help o& SPSS pac-age3 &indings have been given in the report0
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH $
Introduction:
Product advertising &or li'uor and cigarette companies is banned in the
country since ())* by +able #elevision $et,or- .Regulation/ Act0 According
to Rule : .7/ o& the Act3 no broadcaster is permitted to sho, advertisement
,hich promotes directly or indirectly promotion3 sale or consumption o&
cigarettes3 tobacco products3 ,ine3 alcohol3 li'uor or other intoxicants3 in&ant
mil- substitution3 &eeding bottle or in&ant &ood0 #his ban is no, li-ely to be
extended to advertising o& extended brands0
In ;une 78873 the Indian In&ormation and %roadcasting .I
perception towards Surrogate
Advertisements”
\
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 1
Table of content:
Executive Summary.....................................................................................................5
Introduction:...................................................................................................................6
Problem Statement:...................................................................................................1
Research Objective:...................................................................................................15
Sampling Plan:.............................................................................................................16
Research Design:........................................................................................................16
Data Analysis:..............................................................................................................1!
indings:........................................................................................................................."!
!"ES#IO$$AIRE........................................................................................................."#
%ibliography:.................................................................................................................$%
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH "
Executive Summary
Product advertising &or li'uor and cigarette companies is banned in the
country since ())* by +able #elevision $et,or- .Regulation/ Act0 #his ban is
no, li-ely to be extended to advertising o& extended brands0 #he very
purpose o& banning li'uor advertisements is de&eated by surrogate
advertising0
A surrogate advertisements is one in ,hich a di&&erent product is promoted
using an already established brand name0 Such advertisements or
sponsorships help in contribute to brand recall0 #he di&&erent product sho,n
in the advertisement is called the 1Surrogate02 It could either resemble the
original product or could be a di&&erent product altogether3 but using the
established brand o& the original product0
In India3 the trend o& surrogate advertisement gathered momentum ,ith the
+able #4 $et,or- Regulation Act3 ,hich prohibits tobacco and li'uor
advertisements on #4 channels0
Due to the ban3 li'uor companies &ocused more on promotions &or brand
building0 #he ban on advertising o& alcohol beverage products has severely
handicapped communication ,ith consumers0
+ompanies ,ith li'uor brands are not advertising li'uor products5 instead
they have extended the e'uity o& their brands into other &ields0 6o,ever as
the #4 ,as the most e&&ective medium o& advertising3 surrogate advertising
on #4 became popular0
In the mean time3 some producers entered ne, segments under the li'uor
brand or advertised these products under li'uor brand0
#he surrogate advertisements &rom li'uor companies intensi&ied &urther
through sponsorships o& movies3 music sho,s3 and other programs and
attracting youth0
In late 788(3 the broadcasters began airing socially responsible
advertisements sponsored by li'uor companies0 %y early 78873 surrogate
advertising o& li'uor brands had intensi&ied li-e never be&ore on satellite #4
channels0
9eeping this thing in mind I decided to conduct a research to &ind out
,hether really this surrogate ad helps to recall the original brand0 Survey
,as done comprising o& *8 respondents o& di&&erent age group3 di&&erent
educational level and di&&erent class o& society0
!uestionnaire ,as as-ed to &ill by them3 and data analysis ,as done ,ith the
help o& SPSS pac-age3 &indings have been given in the report0
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH $
Introduction:
Product advertising &or li'uor and cigarette companies is banned in the
country since ())* by +able #elevision $et,or- .Regulation/ Act0 According
to Rule : .7/ o& the Act3 no broadcaster is permitted to sho, advertisement
,hich promotes directly or indirectly promotion3 sale or consumption o&
cigarettes3 tobacco products3 ,ine3 alcohol3 li'uor or other intoxicants3 in&ant
mil- substitution3 &eeding bottle or in&ant &ood0 #his ban is no, li-ely to be
extended to advertising o& extended brands0
In ;une 78873 the Indian In&ormation and %roadcasting .I