Impact of Surrogate Advertisement on Consumer Perception in Indore City

Today's World is highly dynamic and competitive where advertising showing ethical issues in marketing trend. Nowadays, Surrogate advertising is one of the emerging trends of advertisement in advertising industry in India. This is using to advertise the products which are basically banned in the country. Hence, these products are advertising indirectly and therefore it creates impact on consumer's perception. It relates with the duplication of one product's brand image which will promote another product of same brand. Consider the advertisement of Bagpiper soda khoob jamega rang jab mil baithenge teen yaar aap, hum aur bagpiper club soda. The advertisement basically promotes a soda manufactured by the company Bagpiper. Liquor manufactured by the same company is also branded under the same name, i.e. ‘Bagpiper’. Hence, the soda advertisement actually acts as a surrogate to liquor manufactured under the same brand name. This study was taken to understand the impact of Surrogate advertisement on consumer's perception in Indore city. Hence with this research it inferred according to the 200 respondents of Indore city on the basis of judgmental sampling that this surrogate advertising trend providing significant effect on perception of consumers.