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Topic : Deceptive Marketing - Watch Out!!!
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Surrogate Ads - Deception Or Smart Marketing??

Created by : Sunita Mohapatra, Product/Brand Manager, Tata Motors  | 10 13 2010 08:01:07 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : India(Markets)
Keywords : ads advertisements surrogate ads deception surrogate advertisements surrogate ads - deception or smart marketing smart marketing surrogate marketing
Activity:  1257 views;  last activity : 11 16 2010 06:24:27 +0000

Many say that surrogate ads are smart work but other they cheat customers as they don't say the message clearly. Ads are meant to deliver the message so that the customer is aware of the product....but many a times this message is manipulated to make the product look more attractive...

So, surrogate ads a deception or smart marketing?????

  
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Deception Vs Smart Marketing
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Top Argument
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I strongly believe that today majority of the ads are a deception. Companies in the madness of competition forget that their products will be used by customers & the claims they make should  be valid & authentic. But they just show the features many of them which the product actually doesn't have.....

Surrogate ads are a deception.
By Sunita Mohapatra, Product/Brand Manager, Tata Motors  10 13 2010 08:01:07 +0000
 
Top Argument
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SMARTNESS MEANS... MAKING THE BEST OF AVAILABLE RESOURCES & CIRCUMSTANCES... !

SURROGATE ADS. are a result of situation created by the Government Laws & Rules, whereby for e.g. One cannot Sell LIQUOR as LIQUOR but can SELL IT AS SODA...

So... WHAT DOES A LIQUOR BRAND DO ? IT DOES SMART MARKETING BY SURROGATE ADVERTISING.

The smartness is when they say... Mazaa aayega, Jab milenge Hum Teen... AAP, MAIN... AUR BAGPIPER...... SODA  !

The SODA is spoken after a slightly longish gap.

CHEERS !  
By Naushad H.L., Creative Director, MAD COMMUNICATION  10 13 2010 08:22:41 +0000
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Can actors/models/the so called cheating celebrities in the AD or the Company whose product is advertised prove what is shown in the AD is True? If they are Advertising which they cannot prove, then what should it be called as?
By Pradeep Dandu, Senior Software Engineer, Wipro Technologies  | 11 12 2010 21:51:43 +0000
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Yes it is deception but most of the companies are interested in increase in sale so they adopted the wrong way, but their intention may be good.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  | 11 09 2010 13:27:04 +0000
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Very slow law process is mainly responsible for wrong & tall claims in the advertisements. GOI should take steps to control this.
By B.H.Agarwal , Freelancer, Technology Consulting  | 11 09 2010 08:41:27 +0000
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If its marketing - every thing is fair in love and marketing
By Punit Gupta, Manager  | 11 08 2010 14:10:50 +0000
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Mr Naushad... what is your opinion about the information of surrogate ad..to Non users... those who dont know that Whitemischief is a brand of HOLIdays or LIQUOR...but as they see the ad of whitemischief holidays they accept it as it is advertised. they can't relate it with iquor brand since they are not aware....
By harshvardhan , ASSt PRof., JCDV  | 11 08 2010 06:19:23 +0000
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It is Deceptive,  due to impulsive nature of consumer to make a purchase of the product and also drags the attention of the spending capabilities of the target audience
By R.Hariharan Subramaniam, Account Director, (Strategy and Planing), LIVEPOT QATAR, AL Wakhra  | 10 18 2010 06:07:23 +0000
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Its robbery on a common public asset of consumer trust for private profit.
By RAJIV KHANNA, DIRECTOR, HELLMANN WORLDWIDE LOGISTICS  | 10 15 2010 01:59:43 +0000
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Well it depends on what kinda product it is being advertise and what is the motive of the company behind placing that product line in the market...
By Abhishek Khare, Executive- Marketing and Communications IndiGo airlines  | 10 13 2010 18:25:55 +0000
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I accept your views posted Ms. Sunita.

 
By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 10 13 2010 17:55:05 +0000
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i agree with Sunita.Surrogate advertisements incubate the  beetle.


By Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer  | 10 13 2010 10:55:30 +0000
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It is definitly deception.The customer has the right to know directly about the product without being misled. I do not agree with the friends who call it smart marketing. STREET SMARTNESS does not retain customers on the long run.

 M SUNDARAM

 
By MANI SUNDARAM, EXECUTIVE DIRECTOR CORP, Super Auto Forge ltd  | 10 13 2010 10:47:21 +0000
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surrogate ads mostly mislead customers. so i support deception.
By vijay singh sombansi, Team Leader-QA/QC, pccpl  | 10 13 2010 09:14:33 +0000
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surrogate ads are smart on the basis of capturing the attention of the target audience. even though they donot mention the product directly but by mentioning the brand name itself its communicating what they meant for.
By Thoufeek. A, Stark Group, www.stark.in, www.starkexpo.com  | 11 16 2010 06:24:27 +0000
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Surrogate Ads are context based and the judgement of right or wrong/good or bad should be purely based on the intention. These ads are smart and requires creativity to overcome the obstacles.Consumers can very well dig and get the right/needed meaning from those ads. Suggroagte Ads are welcome!! But i also say that if such Surrogate Ads challenge the ethics then i say a big NO!!
By Suresh.D , Sales, Pharma  | 11 15 2010 06:20:16 +0000
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It also creates brand identity like one for vodaphone, its just part of marketing deployment so that people get associated more and more with advertisement.
By Shyam Kumar Singh, Branch Operations Manager/ DBM, ICICI Bank  | 11 10 2010 10:07:28 +0000
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Surrogate Ads are a creative & smart solution to make potential customers aware about products which, (1) may not be allowed by the law to advertise in certain type of public media, e.g. liquor, cigarettes, etc or (2) ride on some other more popular product and/or concept. Such Ads are not a deception since the sellers are well within their rights to make potential customers aware of their products as they have been allowed by law to sell their products and the govt. earns by taxing their products. Ethics has no role in this purely marketing effectiveness based discussion.
By Nadeem Khan, Head - Marketing (Customer Servicing)  | 11 10 2010 06:33:50 +0000
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When the rules itself are deceptive, companies do make use of flaws in it. As Mr. Naushad rightly pointed out, take the ad of any liquor brand, though no Govt. is dare enough to come up with a stringent law to ban them, since their budgets are largely dependent on revenues from this sector. Yet, they make rules for rules sake. Then who is deceptive here.
By Srinivas suravajhala, Asst. Manager.  | 11 08 2010 09:24:57 +0000
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Miss. sunita, this is smart way of marketing, they are promoting there product eg. they might be showing the feature of the top end models in the advt. simultaneously customer are inspired with this advt, which in turn makes customer to take the interest in knowing more about the products.
By ASHOK KUMAR. K, Branch Manager/Regional Manager, OMAN TRADING ESTABLISHMENT  | 11 07 2010 19:24:41 +0000
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My thought is that surrogate ads are a smart and creative way of marketing,In the cluttered ad communication the best way to differentiate and get across to the customer.
By Leeladhar , Marketing, Dow AgroSciences  | 10 19 2010 14:01:32 +0000
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I think it is Smart marketing, but what type of ads we are talking here guys.
By Sharit Kalia, BCA student, SASIIT & R Mohali  | 10 18 2010 18:45:11 +0000
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Miss SUNITA... I am sorry to say but U are totally on the Wrong Track & those supporting your argument too are on the wrong track.

WHAT IS A SURROGATE ADVT. ?

U  havent understood that & If we follow the Advt. arent THEY SMART ? & are WE NOT DUMB ?

If BAGPIPER PROMOTES ITS WHISKY BY A SODA AD. FILM, THEY ARE ACTUALY MAKING & SELLING A SODA, IT IS INDIRECT PROMOTION OF WHISKY.

BUT TELL ME HOW IS THAT CALLED CHEATING ?   ARENT THEY SELLING U A SODA ?

SURROGATE ADVERTISING IS DONE JUST BECAUSE OUR STUPID LAWS DONT ALLOW for e.g. LIQUOR TO BE PROMOTED AS LIQUOR.

CHEERS  !!   
By Naushad H.L., Creative Director, MAD COMMUNICATION  | 10 18 2010 06:50:30 +0000
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It is mainly aimed at reaching mostly the existing users or users of competitor brands.people making use of the product will understand.There is nothing to deceive.Loopholes in laws are always exploited to the manufacturer`s advantage.
By s.baalu , Consultant, XYZ LTD  | 10 13 2010 13:16:11 +0000
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I am agree with Mr. Naushad's view. it is Smart Marketing...
By Sharad Gupta, Software Developer, Tripura Technologies, Hyderabad  | 10 13 2010 08:52:39 +0000
Argue for "Deception"
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