Effectiveness of Surrogate Advertisements among Viewers

Abstract

Thestudy attempted to identify the factors influencing the effect of surrogate advertisements in the minds of the viewers. It also identified the association between the demographic profiles of viewers and the impact of surrogate advertisement. So many works have been done in surrogate advertisements whereas surrogate advertisements with respect to viewer’s opinion is very few especially in the Indian context.The study would empower the publicizing offices to comprehend and make innovative ads with the mix of the considerable number of components that would be received by the viewers. The research was descriptive in nature. The impact on viewers’ perception of surrogate commercials in the market was identified. In order to learn how the viewers’, perceive this study subject a questionnaire was created. It comprised of 20 statements to gauge the impact of the surrogate ads on viewers. Based on the crosssectional sampling method, the non-probability sampling technique was applied. The survey was conducted using google forms and 300 samples were collected from June 2019 – Sep 2019. Various statistical tools like FactorAnalysis, One-way Analysis of Variance, Correlation Analysis and Garrett Ranking analysis were applied. The product manufacturers have to comprehend the needs of the viewers based on the personal profile of the users which may illuminate the client’s inclination in choosing the purchasing choice of any product. It will likewise be useful for other related bodies to understand the viewers’ preference and user’s psychology as far as receiving the message from the advertisements successfully. In viewers’ perception surrogate ads are informative and having entertainment element.

Empirical Assessment of Celebrity-Backed Surrogate Advertising Effectiveness

“…Credibility of celebrities in Surrogate advertisement is the major driver to influence the purchase of the products. Hence similarities and likeness for any celebrity in surrogate advertisement has positive impact on customer intention to purchase Ganesan et al, 2019 [7]. [8] concerns the attitudes of customers in Malaysia, China, and India towards celebrity advertising and how celebrity endorsements affect consumers' buying habits.…”

Tobacco Industry and Surrogate Advertising in South East Asia Region: Moves and Countermoves

“…12 Before long, tobacco companies were seen associating themselves with lifestyle retail stores, producing mouth fresheners and packaged mineral water, and even sponsoring award shows. 12 Several research studies documented the adverse effects of surrogate advertisements on viewers. A 2001 marketing survey revealed that advertising directly influenced the consumption habits of 431 million people in India and indirectly impacted 275 million non-consumers, mostly from the lower income group.…”

“…10, 11 Surrogate advertisement works by fortifying brand extension and brand recall, as opposed to expanding the sales of the product advertised. 12 Before long, tobacco companies were seen associating themselves with lifestyle retail stores, producing mouth fresheners and packaged mineral water, and even sponsoring award shows. 12 Several research studies documented the adverse effects of surrogate advertisements on viewers.…”