2sheetal jadhav:- i am really sorry but the fact is even the company people are versed with the thought abt surrogate marketing its a primary fact in every field try and check u will find every branded company doing the same stuff trust me
By
siddivineetkumar , OPERATIONS HEAD, AKSHARA EVENTS
| 01 21 2012 18:32:31 +0000
yes,the people should take initiative in the surroding environment where child labour exists and intimate to respective department or to news channels.whereas for their livelyhood the government can only show the oppertunities or provide employment.
By
siva sankar reddy, CA student, icai
| 05 19 2010 02:44:02 +0000
I am failed to understand that why surrogate marketing is not ethical. let me ask a question from those who says that it is un-ethical then why they donot ask for banning the manufacturing & sale of such product itself than banning surrogate marketing of those products.
By
Atul k Sharma, Head-Legal & Company Secretary, Carlsberg India
| 05 18 2010 12:46:10 +0000
The very nature of surrogate advertising is such that it tries to reach a product out to an audience, where societal norms prohibit them from doing so. This is circumventing the rules. Of course one can argue who decides the norms and what point it infringes upon the right to personal choice- liberty-but that would be a different arguement.
By
Shubhrasish Sen, Senior Manager, Metal Power
| 05 18 2010 12:35:10 +0000
The concept of surrogate advertising, typically for industries who are banned to advertise, can best be defined in layman's terms as a 'loophole'. I strongly disagree with those who claim that it doesn't matter what way the product is represented in because the consumers of those products know about it already. The idea of marketing/branding/advertising is broadly two fold - 1) To create product/brand awareness 2) To retain existing consumers In this backdrop, any form of surrogate marketing is also creating brand awareness which in turn leads to product awareness, specially in this information age. And the very idea of banning certain products from being advertised is to ensure that product awareness is checked!
By
Akshar , Vice President, RR Group
| 05 18 2010 09:54:37 +0000
surrogate advertising has a dual meaning and can be prejudicial to the consumers' interest where they are not aware of the false branding or duplicity of advertising and might be cheated in the long run. Hence, to avoid direct marketing policy stringencies, this sort of marketing is unethical and inexplicable as to its real message and objective!
By
sayoni chakrabarty, Officer, Karnataka Bank
| 05 18 2010 05:13:43 +0000
yes I support all of u surrogate markng is non ethical on the one hand we are concerned abt it and on another hand we promote it by advertising . its very worse is happening
By
neha mittal, lecturer in jnv university
| 05 17 2010 15:20:48 +0000
Surrogate marketing can not be ethical becoz it promotes the items which are not allowed to be advertise. It defeats the ban. Basically it is an idea to promote these things.
By
Krishna Bhardwaj, Lyrics Writer, Freelancer
| 05 17 2010 14:45:08 +0000
We are not debating whether it is justifiable to ban ads for some products, we are only discussing whether surrogate advertising is ethical, whether it is ethical or not, it is done because transparent communication is not allowed for some products and those products also need to be marketed, therefore company's resort to surrogate. If we were to however only think from the point of view of ethical, it may not be, since the whole purpose of banning ads for those products is to ensure that they are not marketed to the TG.
By
Aditi Das, Corporate Communication Professional & Writer, Corporate Communication Professional & Writer
| 05 17 2010 14:20:49 +0000
Surrogate is never ethical in this case Marketing. Unfortunately in our Country till date the Boss orders it to be done and it is done. To some extent I tend to agree with those who do surrogate marketing since Government is taking a huge amount as excise or tax say in liquer or tobacco. I agree with Sheetal that surrogate marketing is never ethical.
By
Rathin Deb, Freelance Retail Consultant
| 05 17 2010 13:24:25 +0000
I am of the firm opinion that surrogate marketing is unethical. It is just like leaning for the support of the already established brand just because of it's market power. It also creates confusion in the minds of the consumer & also spoils the goodwill of the already established product.
By
Parameshwaran Nair, Reservation Executive, Polakulath Group of Hotels & Resorts
| 05 17 2010 12:25:45 +0000
it should be termed as highly unethical, its like showing an apple and giving a chicken burger with slices of apple in it to a vegetarian.such marketing plays havoc with the young mind and their lifestyle.liquer and cigarettes, baby food and so called pharma inventions of aphrodiasics,anti oxidents are all examples of surrogate marketing. all these are aggresively marketed by those marketeers who themselves promote nonuse for self and family.a code of conduct is genuinly required to arrest the freedom of this unethical marketing.
By
KAMAL TANDON, Sales Head, KEE PHARMA LIMITED
| 05 17 2010 10:45:20 +0000
Yes I am agree with all of you. what is happening in India with respect to the ban on tobacco and alcohol advertising. Companies in banned industries are introducing brand extensions with products that are legal to advertise with the same brand name as the banned product. One liquor company introduced apple juice with the same brand name as the liquor. The idea is the companies can advertise freely the extension - thus keeping their banned-from-the-media products in the minds of the customers. So the apple juice, for instance, is the surrogate for the liquor in the ads. The companies also don't care much about the sales of the surrogate products - for instance, I read that the apple juice isn't even readily available to buy throughout the company.
This loophole that the tobacco and liquor companies are exploiting is upsetting the legislature because every apple juice ad that reminds the consumers of the liquor is a slap in the lawmakers' faces. But, they also don't quite know what to do about it!
In general, surrogate marketing is when you promote one product or service in the hopes of selling another. Why you would want to do that varies. The best reason is that you aren't able to legally. But other reasons might be because the two products sell better together. earlier brands had used this medium to Increase visibility of their brands, in a subtle disguised manner.
Few examples:
- Charms cigarette and Smirnoff Vodka as audio cassettes and CDs
- Haywards 5000 as darting kits,
- Royal Challenge Whiskey as Golf Accessories
- Kingfisher beer as Water
Unfortunately, there is a mention in the Law that prohibits any direct or indirect promotion of such items in the public domain (Rule 7 of the Cable Television Rules,1999).
By
Praveen Tripathi, Sr. Sales Officer, Heinz India Pvt. Ltd.
| 05 17 2010 09:31:37 +0000
Yes I am agree to you all. What is happening in India with respect to the ban on tobacco and alcohol advertising. Companies in banned industries are introducing brand extensions with products that are legal to advertise with the same brand name as the banned product. One liquor company introduced apple juice with the same brand name as the liquor. The idea is the companies can advertise freely the extension - thus keeping their banned-from-the-media products in the minds of the customers. So the apple juice, for instance, is the surrogate for the liquor in the ads. The companies also don't care much about the sales of the surrogate products - for instance, I read that the apple juice isn't even readily available to buy throughout the company.
This loophole that the tobacco and liquor companies are exploiting is upsetting the legislature because every apple juice ad that reminds the consumers of the liquor is a slap in the lawmakers' faces. But, they also don't quite know what to do about it!
In general, surrogate marketing is when you promote one product or service in the hopes of selling another. Why you would want to do that varies. The best reason is that you aren't able to legally. But other reasons might be because the two products sell better together. As earlier brands had used this medium to Increase visibility of their brands, in a subtle disguised manner.
Few examples:
- Charms cigarette and Smirnoff Vodka as audio cassettes and CDs
- Haywards 5000 as darting kits,
- Royal Challenge Whiskey as Golf Accessories
- Kingfisher beer as Water
Unfortunately, there is a mention in the Law that prohibits any direct or indirect promotion of such items in the public domain (Rule 7 of the Cable Television Rules,1999).
By
Praveen Tripathi, Sr. Sales Officer, Heinz India Pvt. Ltd.
| 05 17 2010 09:28:17 +0000
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it is ethical in only certain products and has its own profits as well as side effects once the brand name is well versed to the market then there is a chance of losing the image of the parent product please tell me if i am wrong
By
siddivineetkumar , OPERATIONS HEAD, AKSHARA EVENTS
| 01 20 2012 18:08:12 +0000
Surrogate marketing is a smart way of marketing ....& it is acceptable if it is done under its limits. Companies should see that the impact of ads should not damage the basic fabric of the society.
By
Namrata Pathak, Accounts Manager, American Express
| 11 15 2010 11:07:30 +0000
Every grown up female desires to be mother,but some of them, due to thier absence of fertility, take surrogated mother. It is humanity and ethical.
By
R N Bhattacharyya, Freelancer, Freelancer
| 11 15 2010 10:06:38 +0000
Couple of things before sharing. I beleive this Question is.. 1) More factual. 2) The debate need not be about the Govt policies. 3) Not pertainig to only Cig & Liq. So,if the product is legally in the market,then Ads are permitted..may be even Surrogative.Scope for Creativity.Peroid!!.No Question of Ethical or not.
By
Suresh.D , Sales, Pharma
| 11 15 2010 06:40:41 +0000
What is surrogate advertising? On one hand, govt. says, put a label saying "smoking is injurious to health" and sell is as much as you can. I think, Delhi has more liquor shops than PCOs! If the govt permits the product to sell, but not to advertise, what one will do? You ban FTV, but glossy calendars & adult mags are there everywhere. Direct ads does not harm the society. If I want to quit smoking, no ads can make me smoking.
By
Firoz Ali, Accounts Manager, Perfect10 Advertising
| 06 22 2010 08:34:21 +0000
Why is surrogate advertising there in the first place. That is because you do not allow normal advertising of a product terming it to be a wrong influence on society. This philosophy itself is flawed as a mere advertisement cannot wrong the society at large. Instead surrogate advertising only leads to more intrigue and curiosity about the product advertised. So, its a desire torn between ethical and necessity. To people on the other side of the fence it may sound unethical but to manufacturers or brand owners it is a necessity because any business which is allowed under the law has a right to advertise and market their product. By denying them that right, we are transgressing the law. Having said that in areas like example Gujarat where there is total prohibition, surrogate advertising for an alchohol brand is unethical as that product is simply not available in that market and hence there is no need to advertise. By and large i would say that surrogate advertising is ethical but one has to examine it based on its usage.
By
Jaygopal Raghavan, Marketing Manager, Landmark Group
| 05 23 2010 16:14:45 +0000
The surrogate advertisement will be considered as ethical because that is the way the advertiser can promote the product which is partially band. Till the time it wont banned the product, it will be ethical and it will be unethical when the product is completely banned because when the permission is there for manufacturing then why the manufacturer wont spend money to get there goods sold in the market. And it has been rightly said that the smoker will smoke until he will get the cigarette and the drinker will drink till the availability to liquor. Ban the unwanted product, the surrogate marketing will get stopped.
By
Javed Akhtar, Sr. Executive - Logistics, Keventer Agro Limited
| 05 23 2010 08:03:35 +0000
HI SHEETAL.MANUFACTURERS IN TO DAYS MARKET CONDITIONS FOLLOW THE STRATEGY IN LOVE OR WAR EVERYTHING IS FAIR.WHEN THEY ARE ALLOWED TO MANUFACTURE A PRODUCT NOT TAKING INTO CONSIDERATION ITS IMPACT ON THE CONSUMER, THE MANUFACTURER HAVING SPENT CRORES TO MANUFACTURE THE PRODUCT HAS EVERY RIGHT TO MARKET IT TO GET BACK HIS CAPITAL AND PROFITS.
By
s.baalu , Consultant, XYZ LTD
| 05 20 2010 11:58:58 +0000
There is a specific segment that the companies are targeting,the products are available in the market,the companies are operating within the law,why should anybody have a problem with surrogate marketing,will stoping the advertisements stop people from buying the products..,they will anyways buy the product,so the companies are well within the laws to keep the brand recall going through surrogate marketing...
By
HRITURAJ MAITRA, Assistant Manager, Media
| 05 19 2010 17:31:36 +0000
Since "Surrogate Marketing" is a service provider for that very particular product which has been legally banned for advertisement. Without surrogate marketing product will enter in"non-productive zone".If people or govt. think it is not ethical ,why that product has not been boycotted or banned....
By
Ranjeet Kumar, Policy & Strategy, ******
| 05 19 2010 01:40:11 +0000
If the concern is only about the surrogate marketing is ethical or not, then I say any kind of marketing is ethical. Just they are advertising now it depends upon you to purchase or not. In the IT market HP is there and HCL is also there and every buddy knows what is what, now if HP selling the HCL product in collaboration then what is wrong to go against it.
By
Mohammed Abdul Bari, Network Support Engineer@ETISALAT, Dubai
| 05 17 2010 20:55:48 +0000
Ironically, production of some items is allowed, sale of these items is also not banned but an advertisement that promotes these items is prohibited. Is not that illogical? Surrogate advertisement is a very innovative way out. It is a creative art. Leave it to sensibilities of the consumer how he takes it and goes for what item brand. It is neither illegal nor unethical.
By
akshaya bhatia, HEAD IT, Mega Cabs-GROUP MEGA Co., In a transit mode now
| 05 17 2010 17:26:46 +0000
Ethical or unethical should be left to the discretion of an individual and the 'respective' government bodies. UB group smartly used one of their brand name as their IPL team name as well. Rules (laws) are always manipulated else there wont be any competition since you will be at the start point itself.
By
Shivashankar. V, Marketing Co-ordinator, Impetus Consulting
| 05 17 2010 12:38:38 +0000
Government has banned advertising of Tobaco and Liquor in India. If it really wants that people should abstain from consuming Tobaco and liquor, the sale of these products itself should be banned. Govt. is showing concern for public health on one hand and allowing its sales on the other hand which is self contradictory. The companies producing these commodities, in order to compete, if advertise their products in some or the other way cannot be unethical in my view.
By
Anand Hisaria, Branch Manager/Regional Manager, Ceasefire Industries Limited
| 05 17 2010 11:55:47 +0000
I totally agree witht the arguments of Praveen Tripathi! In genral our soiety is messed up, we want to consume all these product, if you see year on year sales it is one of the highest growing products, but to market it, no no, how can it be, it is not good, it is unethical. I think our society is growing and changing, even values needs to changing. Hence, hypocrisy should also reduce. Let the market force decide what should be advertisd and what not, however, in the interest of soceity there should be counter marketign against these products and see the effectiveness. Intead of passing judgement on advertising these products or not!
By
Munawwar Hussain, Commercial Manager, Al SAWANI
| 05 17 2010 11:35:25 +0000
SURROGATE MARKETING IS ETHICAL, WHEN OUR COUNTRY IS SO HYPPOCRATICAL !! Why are we So 2 Faced ? Lets take an example of a Liquor Brand... FIRST, We allow it to be manufactured... Second, We allow it to be Sold... Third, we allow it to be Consumed... THEN WHY DONT WE ALLOW ITS' PROMOTION DIRECTLY ? That is the Precise reason why Surrogate Advertising is practiced. Imagine yourslf as a Manufacturer of such a Product ( which U are not allowed to Promote AS IT IS )... U will also resort to Surrogate Marketing. There is one other Positive Factor also... More Consumable Products are being forcibly made & promoted & sold in the market, in order to Promote the Originally Targetted one. Bagpiper Soda, Manikchand Mineral Water, Matches, Music CD's n so on. Happy Debating Friends !
By
Naushad H.L., Creative Director, MAD COMMUNICATION
| 05 17 2010 09:28:14 +0000
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