Effect of Surrogate Advertisement on Consumer Response in India

Abstract

Recently, the world has grown to be highly competitive and speedy everywhere. So, advertising has become an integral part of modern life throughout the world. Modern manner of advertising now causes several ethical issues in marketing trend. Surrogate Advertising is one among the apparent trends of advertisements in advertising industry in India. This trend is clearly helpful for the effective advertisement of many banned products in India. As a result, the indirect advertisement of such products brings about strong effects on consumer response. This creates the duplication of one product’s brand image which is helpful to promote another product of same brand. For instance, the advertisement of Bagpiper soda rings in the ears and flashes in the eyes of the consumer the memory of the hot drink which has the same brand name. Thus, the advertisement of the soda acts as a surrogate to liquor manufactured under the same brand name. Here, an attempt has been made to realize the various sorts of effects on surrogate advertisement on consumer’s perception in India.

Keywords: Surrogate Advertisement, Consumer Perception, Banned Products, Brand Images