Surrogate advertising: Difference between revisions

'''Surrogate advertising''' is a form of [[advertising]] which is used to promote products which are banned or limited from advertising under government regulations, such as [[cigarettes]] and [[alcohol (drug)|alcohol]] via advertising another product produced by the same company in order to raise [[brand awareness]]. A product in a fairly close category may be advertised, such as [[club soda]] or [[mineral water]] in the case of alcohol, or products in a completely different category, such as [[Compact Disc|music CDs]] or [[playing cards]]. The intention is that when the [[brand name]] is mentioned, people will associate it with its main product. In [[India]] a large number of companies have used surrogate advert, including [[Bacardi]] Blast music CD's, Bagpiper Club Soda, and Officers Choice playing cards,<ref>{{cite book|last1=Lamb|first1=Charles W.|last2=Hair|first2=Joe F.|last3=McDaniel|first3=Carl|title=Essentials of Marketing|publisher=Cengage Learning|isbn=0538478349|page=76|url=https://books.google.com/books?id=QpCvQfnPpNwC&pg=PT76 }}</ref><ref name=admr>{{cite news |first=Tuhina |last=Anand |title=Marketers in India Evade Alcohol Ad Ban by Promoting Surrogate Products|url=http://adage.com/article/global-news/advertising-india-s-marketers-evade-alcohol-ad-ban/140509/ |work=Ad Age |date=12 November 2009 }}</ref> though the practice has since been banned under [[Central Consumer Protection Authority]] guidelines since June 2022.<ref>{{Cite web |date=2022-06-16 |title=Explained: Govt's new guidelines banning surrogate ads |url=https://indianexpress.com/article/explained/explained-govts-new-guidelines-banning-surrogate-ads-7974028/ |access-date=2023-04-21 |website=The Indian Express |language=en}}</ref>