Surrogate Marketing (Advertising)
Ever wondered why Bacardi and Royal Stag entered launched their music cd’s, what made Kingfisher enter the segment of mineral water?
The answer to this is surrogate advertising.
The makers of these brands were banned to advertise and they resorted to surrogate advertising. It is a sort of advertising where a cover product is promoted in order to promote the actual product that is banned. Surrogate marketing refers to intentionally utilizing a company, person or object to help convey the message of another party. The term has both positive and negative connotations. On the positive side, surrogate marketing is somewhat akin to grassroots or viral marketing in which a marketing organization may actively recruit others to help spread the message or can also be likened to hiring a manufacturer’s representative to sell your product.
However, it is the negative side that seems to have drawn the most attention. A surrogate advertising campaign can be used to indirectly promote products or services deemed by some groups as being unhealthy, unethical, and immoral or, possibly, illegal through activities that are viewed as acceptable forms of promotion. For instance, in some parts of the world where regulation exists that may ban promoting alcohol and tobacco, firms promote these brands by tying the brand names to more acceptable products. For instance, the same brand name used for selling cigarettes may also be the same brand name on a juice product. In this way the customer is not only aware of the acceptably advertised brand but also understands the connection to the regulated product.Surrogate advertisements took off not long ago in the UK, where British housewives protested strongly against liquor advertisements "luring" away their husbands. The liquor industry found a way around the ban: Surrogate advertisements for cocktail mixers, fruit juices and soda water using the brand names of the popular liquors.
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