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Surrogate Advertising in India

Author

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  • Sangeeta Dodrajka

Abstract

Advertising is no longer a social waste as earlier perceptions. It is a necessary evil which is there to stay as it not only increases awareness about products but also enhances the choices for taking rational decisions for consumers. It leads to all sorts of healthy and unhealthy practices by distributors and marketers. Marketers use surrogate advertisements and brand extensions for propagating the banned products like liquor and tobacco. Many companies resort to other means of advertising also like sponsoring various sports personalities and tournaments which mark the presence of the products and reestablish their brands in the marketplace indirectly. A survey was conducted to gauge the extent of damage done to young Indian minds and whether their consumption habits are affected by such practices or not. The regulatory body needs to be empowered for curbing such practices.

Suggested Citation

  • Sangeeta Dodrajka, 2011. "Surrogate Advertising in India," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 36(3), pages 281-290, August.
    • Handle: RePEc:sae:manlab:v:36:y:2011:i:3:p:281-290
    DOI: 10.1177/0258042X1103600305
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