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SUGGESTIONS

• There should be stringent regulatory measures to curb the practice, such as:
• making transparent laws banning surrogate advertisements for different products under a single
brand names, by amending the Trade Marks Act, for instance;
• providing teeth to the Advertising Standards Council of India to enable it take action against false
and misleading advertisements, and keep a close vigil over clever evasion of the law;
• asking the electronic and print media to adhere to the advertisement codes and not encourage
surrogate advertisements;
• calling on the ASCI address complaints received from consumers against surrogate advertisements
and take appropriate actions immediately;
• creating a consumer awareness programme to help people understand the negative impact of
surrogate advertisements;
• adopting strict laws to penalize those companies featuring surrogate advertisements without any
real existence of the product; and
• requiring advertising agencies to have full knowledge of the products under the same brand for
which they are promoting advertisements, and taking legal actions against those agencies which
design surrogate advertisements.
• Health warnings A single health warning (“Cigarette smoking is injurious to health” or “Drinking
liquor is injurious to health”) is mandatory on packets and any advertisements.
KEY FINDINGS
• 95% of the respondents in the Advertising segment emphasize that a ban on liquor
& tobacco advertising is required. This is a surprising revelation from the horses
mouth.
• The success of the government in imposing the ban is evident from the fact that
65 % of the total respondents have firmly said No, when asked if the government
was successful in imposing the ban on liquor & tobacco advertising.
• As compared 52% of the respondent who consume only liquor, only 4% of the
respondents consume tobacco alone. This shows that there is not truth in the fact
that those who drink alcohol & also consume tobacco. This also supported by the
fact that only 20% of the respondents consume both tobacco & liquor.
• The effectiveness of the surrogate adds is eminent from the finding that 46% of
respondents accept that it reminds them of the core product. Another 38% of
respondents feel surrogate advertising encourages them to consume tobacco &
liquor.
• As many 57% of the respondents were not aware of both the term surrogate
advertising & the concept. This shows that ignorance is bliss, though here it’s a
bliss for the tobacco & liquor manufacturers
CONCLUSION
Research Methodology
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 & the people in the
advertising sector, about surrogate advertising and its
effectiveness. In order to make the dissertation more precise
rather than covering the entire scope of surrogate advertising,
the focus of the study has been confined to the liquor &
tobacco industry, where the surrogate advertising emerged as a
consequence of the ban imposed by the Information &
Broadcasting Ministry on the advertisement of liquor &
tobacco.
OBJECTIVES OF THE STUDY
 To know about surrogate advertising.
 To learn government regulation on liquor and tobacco advertising
 To analyse the data on surrogate advertisement
 To see the aftermath of the ban on advertisement of surrogate advertising.

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