Surrogate marketing

MEANING OF SURROGATE

To put into the place of another as a successor, substitute, or deputy; substitute for another.

SURROGATE MARKETING.

Surrogate marketing is a promotional strategy used for promoting banned products like alcohol or cigarettes in the market. The banned products are advertised in an indirect manner or masked under another product. You show surrogate products to the audience to actually promote banned products.

.Surrogate marketing is a smart way of marketing your products and services by utilizing secondary brands or mediums to generate interest and engagement in the current or new verticals. Surrogate advertising was utilized to advertise less socially accepted products via secondary brands or products.

CONCEPTS OF SURROGATE ADVERTISEMENT .

A surrogate advertisement can be defined as an advertisement that duplicates the brand image of one product to promote another product of the same brand. The surrogate or substitute could either resemble the original product or could be a different product altogether but it is marketed under the established brand name of the original product. Surrogate advertisements are used to promote and advertise products of brands when the original product cannot be advertised on mass media.

FUNCTION OF SURROGATE ADVERTISEMENTS.

Ever since advertising of tobacco and liquor products have been banned on Mass Media, these companies have resorted to surrogate advertising tactics to keep their brands alive in the minds of consumers.

The most important function of a surrogate advertisement is that of brand-recall.

A surrogate advertisement advertises other market commodities without alluding to tobacco or liquor but under the same brand.

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ORIGIN OF SURROGATE MARKETING STRATEGY.

Talking about the origin of surrogate advertising, it goes back to the time in Britain when wives protested in huge numbers against liquor advertisements which provoked their husbands to drink more of it. Because of the protests, these advertisements promoting products like liquor or cigarettes were banned and then companies came up with the concept of surrogate advertising.

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Government rules and regulations

The government does not permit the advertisement of products that are bad or harmful for health, such as alcoholic beverages, cigarettes and bidis, chewing tobacco and products containing tobacco. So, manufacturers find ways to circumvent this legal ban. They create other products which are permitted to be advertised; but with the same brand name and advertise those.

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NATIONAL AND INTERNATIONAL REGULATIONS

LOOPHOLE IN GOVERNMENT BANNE.

When direct advertising is banned in a particular region, it takes an indirect route.

Launching new products with a common brand name is known as brand extensions and is not per se illegal or objectionable in nature.

Maybe it is up to the government to plug the legal loopholes that exist currently; which permit manufacturers to continue to advertise in this underhand manner. If the government really wanted to stop all advertisements for harmful products, there should be a law prohibiting the advertisement of the very brand associated with the product; not just the product. However, the political will to follow the spirit of the law and not merely the letter of the law has never been much in evidence. There has always been a willingness to permit corporates to exploit loopholes, for whatever reason.

The problem arises when a brand extension is carried out in response to a ban on advertisement of one product category.

MARKET STRATEGIES OF FEW BRANDS TO PROMOTE THEIR PARENTS PRODUCTS. Click on the Brand to understand their market strategies.

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2.imperial blue👈🏿

3.royal stag👈🏿

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10. bacardi👈🏿