Surrogate Advertising - The Positive Side

Abstract

When the laws of a country do not permit advertising of a certain product category, the advertisers take the shelter of a brand extension. Advertising of alcoholic drinks in India is not permitted. To by pass this, some manufacturers of whisky or similar products launched brands of soda, mineral water under the same brand name as that of their popular whisky. Hence the meaning of 'Surrogate advertising' is duplicating the brand image of one product extensively to promote another product of the same brand.