surrogate adv synopsis

Title Viewers Perception towards Surrogate Advertising & its Challenges

Objective
The objective of the study is to understand the challenges faced by companies and the strategies that could be followed to overcome these challenges.
To identify and analyse challenges existing for companies and agencies in surrogate advertising.
To suggest ideas to strengthen any company’s position in the market.
To come up with possible strategies and ways to deal with these challenges.
To identify the parameters which influence the consumption of tobacco & liquor.
To understand impact of ban on companies (ITC & Kingfisher) turnover.
To understand the effect of ban on ads for these products.
What does surrogate advertising have to do with the final consumer and identify the effectiveness of these ads?
What image does he carry of these products?
Does he know that the advertisement which is shown is meant for some other product?
Does he think it is Right/Ethical?
Scope of the Study
The focus of the study has been confined to the liquor & tobacco industry rather than covering the entire scope of surrogate advertising, where the surrogate advertising emerged as a consequence of the ban imposed by the Information & Broadcasting Ministry on the advertisement of liquor & tobacco.

Research Methodology
Descriptive research design has been used for the project. The main purpose of using this design is for getting a solution to a problem for better understanding. The major emphasis in such studies is to overcome problems and challenges. The research design must be flexible enough to provide opportunity for considering different aspects of a problem under study.

Source
The information presented in the dissertation has been gathered from Secondary data. In order to collect the primary data, questionnaire was prepared to derive details on what is the opinion of the common man.

Limitations of the study
Limited sample size
The study is restricted to online survey
Limited period of survey

QUESTIONNAIRE
NOTE: Surrogate Advertising' is a form of advertising which is used to promote banned products like cigarettes and alcohol, in the disguise of another product like from Bacardi Blast music CD's , Bagpiper Club Soda to Officers Choice playing cards.

1. Do you see Advertisements? (Please fill rest questionnaire if your answer is Yes to this question)
a) Yes b) No

2. Are you aware of the phenomenon of Surrogate Advertising:
Yes, I am familiar with the term Surrogate Advertising & know the concept.
I am not familiar with the term Surrogate Advertising, but I knew the concept.
No, I was not aware of the term Surrogate Advertising & the Concept.

3. Do you know that advertisement of Tobacco/Liquor products is banned in India?
a) Yes b) No

4. Have you seen ads by brands of these products?
a) Yes b) No

5. Did you recall about the original product while looking at the surrogate ads?
(For example: By watching the ad of Kingfisher mineral water ad, do you recall kingfisher liquor products)
a) Yes b) No

6. What do you think that the surrogate ads are:
a) Ethical b) Unethical c) Should be banned d) no comments

7. Does the ad induce you to try the product?
(If yes, please rate on the scale of 1 – 10. 1 being the lowest influence and 10 being highest influence.)

8. Do you think the government has been successful in controlling the consumption of tobacco & liquor by imposing a ban on Tobacco &
Liquor advertising? If yes, to what level please rate on scale of 1 – 10.

9. What comes to your mind when you see advertisements like Red &
White Bravery Awards, Royal Challenge Golf & club Accessories,
Bagpiper Soda, Aristocrat Apple Juice, Manikchand Filmfare Awards
Reminds you of the core product i.e. liquor or tobacco
Encourages you to consume liquor or tobacco
Makes you want to consume more of their liquor or tobacco
You only consider it as an advertisement of the product being Shown.

10. Do you think Surrogate advertising is good for the core brand itself?
a) Yes b) No

11. Do you think that control on surrogate advertising leads to increase in consumption of liquor & tobacco? What in your opinion should be done to control the increase in consumption of liquor & tobacco, caused by surrogate advertising:

12. What do you think are challenges existing for companies in surrogate advertising:

13. What according to you are challenges for advertising agencies in surrogate advertising:

Personal Information
Name:
Age: