Importance of Surrogate Advertising in Creating Brand Identity for Liquor Industry(Final)
EXECUTIVE SUMMARY
The present research has been conducted in a bid to comprehensive and comparative study of the advertising strategy used in liquor industry which makes the need of surrogate advertising exemplary, as the only way of advertising for liquor industry and also to know the effectiveness of surrogate advertising in influencing customer perception towards the products offered by the company
In the present research, in order to collect primary data sample were selected conveniently. 60 Delhi based liquor consumers were selected for collecting primary data.
Alcohol advertising has the potential of promoting changes in attitudes and social values, including publicizing the desirability of social drinking to its viewers, which all encourage a higher consumption of alcohol. It is known that advertising can influence consumer choices, have a positive short-term impact on knowledge and awareness about alcohol, but it has proved difficult to measure the exact effects of advertising on the demand for alcoholic beverages, in part because the effects are likely to be cumulative and long-term. However, the recent literature suggests that advertising and increases the overall demand, and influence of consumers towards higher consumption and harmful drinking. The findings of the present research also greatly substantiate this fact as approached consumers in greater majority agree to great extent that advertising increases their overall demand and consumption of harmful drinking.
It is generally recognised that surrogate advertising is even more influencing than normal advertising, but the liquor industry has no choice. Of course, this strategy assumes that the brand and, in some cases, the advertisements, are already well known. Otherwise, such advertising may not serve any purpose. It is difficult to evaluate the effectiveness of surrogate advertising. So far as the present research is concerned , it reveals that for many liquor consumers surrogate advertising
The present research has been conducted in a bid to comprehensive and comparative study of the advertising strategy used in liquor industry which makes the need of surrogate advertising exemplary, as the only way of advertising for liquor industry and also to know the effectiveness of surrogate advertising in influencing customer perception towards the products offered by the company
In the present research, in order to collect primary data sample were selected conveniently. 60 Delhi based liquor consumers were selected for collecting primary data.
Alcohol advertising has the potential of promoting changes in attitudes and social values, including publicizing the desirability of social drinking to its viewers, which all encourage a higher consumption of alcohol. It is known that advertising can influence consumer choices, have a positive short-term impact on knowledge and awareness about alcohol, but it has proved difficult to measure the exact effects of advertising on the demand for alcoholic beverages, in part because the effects are likely to be cumulative and long-term. However, the recent literature suggests that advertising and increases the overall demand, and influence of consumers towards higher consumption and harmful drinking. The findings of the present research also greatly substantiate this fact as approached consumers in greater majority agree to great extent that advertising increases their overall demand and consumption of harmful drinking.
It is generally recognised that surrogate advertising is even more influencing than normal advertising, but the liquor industry has no choice. Of course, this strategy assumes that the brand and, in some cases, the advertisements, are already well known. Otherwise, such advertising may not serve any purpose. It is difficult to evaluate the effectiveness of surrogate advertising. So far as the present research is concerned , it reveals that for many liquor consumers surrogate advertising
Bibliography: • Abrol, P.(2006), Surrogate Advertising in India, • Bhatnagar, M.(2003), Liquor companies play musical chairs with surrogate ads on TV • Mehta, P.(2003), Surrogate advertising — Needed, a spirited attack • Sharma, J.(2006), Surrogate Advertisements: A Case of Proxy War • Subramanian, N. and Kaushik, N.(2005), This is not cricket! — Liquor cos to use overseas series to circumvent ad ban, • Suchanti, P.(2006), Soft regulations for hard liquor sales