SURROGATE ADVERTISEMENTS AND ITS IMPACT ON CONSUMER PERCEPTION

Abstract

Surrogate commercials are those that supports a new product to use an existing brand name. These commercials or advertising deals are helpful for remembering the company. "Surrogate" is the name for the various items in the commercial. It may be like the original product, or it may be a new whole, but it may use the actual product's existing name. In India, surrogate advertising is becoming increasingly relevant with the Cable TV Network Regulation Act that forbids the use on cable networks of cigarettes and alcohol advertising. The restriction also encouraged alcohol producers to concentrate far too much on product expansion sales. The prohibition on advertisement of alcoholic beverages items has significantly affected customer contact. Alcohol firms really aren't advertising firms for alcohol goods but have expanded their labels' reputation to many other sectors. However, as television has been the most successful advertisement method, surrogate TV advertisements grew common. In the meantime, several distributors joined or marketed new routes under the alcohol name. Substitute exposure from drinking corporations has risen further by sponsoring videos, music shows and other activities and taking in young people. Advertisements are a compelling medium to reach the masses. The present World is profoundly zestful and aggressive where publicizing is exhibiting moral issues in advertising pattern. Cigarette and alcohol promotions were found to have extreme effect on individuals because of increased consumption rate. Cable TV Regulation Act banned cigarette and alcohol advertisements in 1995. 'Surrogate ads' literally duplicates one product's marketing value to market another item of same brand. Public is still angry at the fact of getting away from the facts and 'the right to information' the user to give fake photos as a common means of paying contact. The masked imaginative leaves it among the lines for customers to read. This is achieved if the original product cannot be publicised on national media. Alcohol brands in India cannot offer TV announcements, but alcohol marketing companies are using surrogate items, such as mineral water, soda and fruit juice to send the brand name to customers. The trend of surrogate commercials in India is booming with the Cable TV Network Regulation Act, which bans advertising on Television stations of liquor and narcotics. v As a result of the prohibition, alcohol producers concentrated more on brand marketing advertisements. The prohibition on alcohol promotional goods has seriously impaired contact with customers. Customer communication. Liquor companies are not selling liquor products; they have now expanded their market value into other sectors. But since TV has been the most successful advertisement platform, surrogate ads in television advertising has become commonplace. The substituted advertising by alcohol producers has further intensified by endorsement advertising by liquor firms and attracted more young people. In view of this, I wanted to run an investigation to see if these surrogate ads really helps to remember the original brand. The survey included participants from diverse age groups, different levels of schooling and various classes of society. This study depends on primary data. The essential information was gathered by utilizing an all-around organized survey from 103 respondents. The prime objective of the study is to check influence of surrogate advertisements on the viewer’s perceptions and to explore that surrogate advertisements help in promoting the prohibited goods liquor and tobacco items or not.