Impact of Surrogate Advertisement: An Unconventional and Revolutionary Tool of Marketers

Debasish Rout, Somabhusana Janakiballav Mishra, Ashamayee Mishra and Vineet Mehta
Additional contact information
Debasish Rout: Amity Global Business School
Somabhusana Janakiballav Mishra: Amity Global Business School
Ashamayee Mishra: Amity Global Business School
Vineet Mehta: Amity Global Business School

Shanlax International Journal of Management, 2021, vol. 9, issue 1, 1-7

Abstract: Like making mountain out of a mole hill, if right form of advertising is done, we can make small things larger and put it in the right perspective in front of a customer. The customer will be so fascinated with the advertisement, that he will not get scope to realize that he has been completely bowled over. But it is a different thing that some ads are misleading and even sometimes done unethically to sale the prohibited products like tobacco and alcohol. Even some of the famous celebrities of filmdom and sports do not hesitate to endorse surrogate advertising. Direct advertising of the prohibited products has been banned by the govt because of which companies are forced to adopt surrogate advertising. The current study has been undertaken to examine the useful and antagonistic effect of surrogate advertising on the youth of Bhubaneswar city with more than 100 responses.

Keywords: Surrogate; Endorsement; Impact; Familiarity; Celebrity (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.shanlaxjournals.in/journals/index.php/management/article/view/4098 (text/html)
http://www.shanlaxjournals.in/journals/index.php/m ... ticle/view/4098/3321 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:acg:managt:v:9:y:2021:i:1:p:1-7

DOI: 10.34293/management.v9i1.4098

Access Statistics for this article

Shanlax International Journal of Management is currently edited by S.Rajamohan

More articles in Shanlax International Journal of Management from Shanlax Journals Madurai, Tamil Nadu, India.
Bibliographic data for series maintained by S.Lakshmanan ().