The degree to which the overall population can distinguish a brand by its characteristics. Brand recognition is best when individuals can express a brand without being unequivocally exposed to the organization's name, but instead through visual or sound-related signifiers like logos, trademarks, bundling, hues or jingles as found in advertising.
Published in Chapter:
Surrogate Advertising: A Clandestine Attempt at Influencing People's Choices – The Indian Perspective
Sushma Nayak (Symbiosis School of Economics, Symbiosis International (Deemed University), India), Vani Balasubramaniam (Symbiosis School of Economics, Symbiosis International (Deemed University), India), and Amiya Prakash Kané (Symbiosis School of Economics, Symbiosis International (Deemed University), India)
Copyright: © 2019
|Pages: 17
DOI: 10.4018/978-1-5225-5778-4.ch008
Abstract
The chapter expounds advertising practices from the standpoint of social marketing, wherein government should act responsibly and play a key role in regulating consumption. The governing body of a country has an important responsibility to protect the interests of its citizens. Of particular significance is to discourage the consumption of demerit goods, like tobacco and liquor, which harm direct users, as well as people in vicinity. Governments in numerous countries prohibit advertisements of demerit goods on popular media, to dissuade potential consumers from falling prey to addictive substances. However, companies dealing in barred products look out for surrogate advertising to endorse every permissible product under the same brand name, other than the one that is banned or deemed injurious to health. Thus, there is an underlying subliminal message which is garbed by acceptable promotional strategies. The primary objective of the present chapter is to examine the rationale behind surrogate advertising, various forms of executing them, ethical considerations involved, the government's response, the overall impact, and the way ahead from the Indian perspective.