Recently, the world has grown to be highly competitive and speedy everywhere. So, advertising has become an integral part of modern life throughout the world. Modern manner of advertising now causes several ethical issues in marketing trend. | Effect of surrogate advertisement on consumer response in India International Journal of Management Volume 11 Issue 03 March 2020 pp. 419-426. Article ID IJM_11_03_044 Available online at http ijm JType IJM amp VType 11 amp IType 3 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed EFFECT OF SURROGATE ADVERTISEMENT ON CONSUMER RESPONSE IN INDIA Abin P Jose Assistant Professor in Commerce St. Gregorios College Kottarakkara Kerala India Reshma Roy Assistant Professor in Commerce Marian College Kuttikkanam Kerala India ABSTRACT Recently the world has grown to be highly competitive and speedy everywhere. So advertising has become an integral part of modern life throughout the world. Modern manner of advertising now causes several ethical issues in marketing trend. Surrogate Advertising is one among the apparent trends of advertisements in advertising industry in India. This trend is clearly helpful for the effective advertisement of many banned products in India. As a result the indirect advertisement of such products brings about strong effects on consumer response. This creates the duplication of one product s brand image which is helpful to promote another product of same brand. For instance the advertisement of Bagpiper soda rings in the ears and flashes in the eyes of the consumer the memory of the hot drink which has the same brand name. Thus the advertisement of the soda acts as a surrogate to liquor manufactured under the same brand name. Here an attempt has been made to realize the various sorts of effects on surrogate advertisement on consumer s perception in India. Keywords Surrogate Advertisement Consumer Perception Banned Products Brand Images. Cite this Article Abin P Jose and Reshma Roy Effect of Surrogate Advertisement on Consumer Response in India International Journal of Management 11 3 2020 pp. 419-426. http IJM
