Answer to Question #213553 in Management for Prince

Question

SUBJECT : ADVERTISING AND SALES MANAGEMENT

Write short note on:

(a) Methods (elaborate methods in detail ) of Surrogate Advertising

Answer 1

Surrogate advertisements is a form of advertisement used to promote and advertise products of brands when the original product cannot be advertised on mass media. Surrogate Advertising can be used to promote banned products, like cigarettes and alcohol, in the disguise of another product. The following are the methods used in surrogate advertisement;

1) Promotion by extension- promoting new products with a familiar brand name is known as brand extension. Several companies use the brand extension to respond to a ban on advertisement of a particular product category.

2) Promotion by association- promotion by association focuses on the value proposition of a brand and creates an impression in customers’ minds that the brand is for brave people. Therefore, such brands are endorsed by celebrities to help reflect the values that a company seeks to portray.

3) Promotion through TV commercials- Companies make TV commercials mostly by advertising a product directly. Therefore, in the case of surrogate advertising, companies may be banned from doing so hence they create commercials so that they disguise an item as outside the brand’s normal product.

4) Promotinion through events and sponsorships- The method is done through events and sponsorships. The company leaves its logo somewhere, such as on a wall of an event or the outside perimeter of a sporting event to picture the idea of the brand in the consumers’ minds.

5) Promotion through public service announcement- Public service announcements is a prevalent strategy for advertising products. Most of the banned products under surrogate advertising laws are associated with several health risks. Therefore, through this advertising method, companies can bring awareness about the risks of smoking and use colorful company logos to do so.