Submitted by:

Navjeet Sinwal
MBA II-Sem.
 Advertisement
 Types of Advertising
 Surrogate Advertisement
 Pros and Cons
 Examples
 Trends
 Bibliography
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.”
 Print
 Broadcast
 Outdoor
 Covert
 Public Service Advertising
 Celebrity
 Surrogate
 Advertising on T.V. starts, dance on the club boat,
party begins and the group of party people is in age
of 25 -40 years and have a glass seems like water in
it. After that music starts in advertisement “be watcha
you wanna c……..” and young people do dance and
then advertise closes with Bacardi brand shows BAT
as their LOGO and the end says cassettes and cd’s
available on SONY.
What is this combination
all about?
 THIS IS
SURROGATE
ADVERTISING
 Surrogate advertising means duplicating brand image
of one product extensively, in order to promote,
another product of the same company.
 To release surrogate advertisement, the company

extend their well established brand beyond the

original product to encompass product like cd’s,
cassettes, apparels and accessories.
 The sponsoring of sports/cultural/leisure events and
activities also falls under the purview of surrogate
advertising.
 Surrogate advertising is dedicated towards using an

insignificant, “harmless” product to increase/maintain

awareness for their primary “harmful” brand.
 Surrogate advertisements are not only misleading, but

also false and dishonest in many cases.

 The Rs.60,000 cr. Indian beverage industry has
always been operating in a restricted and controlled
environment. It is a legitimate business in the country
and which contributes a whopping Rs.22,000 cr. just
in revenues to the government. And it is not allowed
to market its products freely and communicate to its
consumers directly. This restrictive environment is
also applicable to the beer and tobacco industry.
 Acc. to a market survey done in 2001, advertising has
a direct influence on the consumption habits of 431
million people in India and an indirect impact on 275
million aspirants from the lower income group.
 And given the conservative Cable TV penetration

estimates of 50 per cent, this is still a big number that

can be persuaded by surrogate advertising.
 The advertising is designed to sell liquor/cigarettes
but pretends to be all about water or apple juice!
 It’s like everyone knows what’s going on:

1. The manufacturers know what the real reason for the

ad is,
2. The consumers know what’s really been advertised,
and
3. The government knows that too.
 So why not either:
1. Do away with this wholesale scam and let them
advertise all their stuff, or
2. Ban such surrogate advertising?
 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
 Kingfisher promote their liquors, beers and whiskies,
which constitutes 95% revenues of the UB group,
which is not promoted by Central as well as State
government.
 Secondly, the advertising of these products are banned

on the television.
 The liquor king Vijay Mallaya and his group promoted

their products by different strategies like they owned a

cricket team ROYAL CHALLENGERS
BANGALORE and launching India’s costlier calendars
Kingfisher Calendars, which are limited in edition.
 4Ps Business and Marketing- Magazine
 www.agencyfaqs.com
 www.magindia.com
 www.google.co.in
 www.scribd.com