Surrogate
Surrogate Advertising
'Surrogate Advertising' is a form of advertising which is used to promote banned products like cigarettes and alcohol, in the disguise of another product.This type of advertising uses a product of a fairly close category ex- club soda, or mineral water in case of alcohol, or products of a completely different category ex- music CD's, playing cards etc to hammer the brand name into the heads of consumers.
The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product(the alcohol or cigarette). In India there are tons of companies doing that, from Bacardi Blast music CD's , Bagpiper Club Soda to Officers Choice playing cards.
Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting alcohol and tobacco advertising, for example, so companies' surrogate advertising to market their products. Techniques used might include advertising another product with the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on direct advertising, but they still get consumers familiar with the company's branding
Different Forms of Surrogate Advertising:
Many companies make TV commercials, but most of them advertise a product directly. Some companies may be banned from doing this under a region’s particular laws, so the company creates a commercial that highlights an item outside the brand’s normal products. For example, a company known
'Surrogate Advertising' is a form of advertising which is used to promote banned products like cigarettes and alcohol, in the disguise of another product.This type of advertising uses a product of a fairly close category ex- club soda, or mineral water in case of alcohol, or products of a completely different category ex- music CD's, playing cards etc to hammer the brand name into the heads of consumers.
The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product(the alcohol or cigarette). In India there are tons of companies doing that, from Bacardi Blast music CD's , Bagpiper Club Soda to Officers Choice playing cards.
Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting alcohol and tobacco advertising, for example, so companies' surrogate advertising to market their products. Techniques used might include advertising another product with the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on direct advertising, but they still get consumers familiar with the company's branding
Different Forms of Surrogate Advertising:
Many companies make TV commercials, but most of them advertise a product directly. Some companies may be banned from doing this under a region’s particular laws, so the company creates a commercial that highlights an item outside the brand’s normal products. For example, a company known