A STUDY ON SURROGATE ADVERTISING

A STUDY ON SURROGATE ADVERTISING

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PAGES- 80

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Categories: Business management, Marketing

Description

Description

TABLE OF CONTENTS

CHAPTER I. 10

INTRODUCTION.. 10

1.1 INTRODUCTION.. 11

1.2 REVIEW OF LITERATURE – CITING OF PAST WORKS. 13

1.3 RESEARCH PROBLEM… 16

1.4 IMPORTANCE OF THE STUDY.. 17

1.5 OBJECTIVES OF THE STUDY.. 17

1.6 SCOPE OF THE STUDY.. 17

1.7 RESEARCH METHODOLOGY.. 17

1.8 CHAPTERISATION.. 18

1.9 LIMITATIONS OF THE STUDY.. 19

1.10 CONTRIBUTION OF THE STUDY.. 19

1.11 SCOPE FOR FURTHER STUDY.. 19

CHAPTER II. 20

SURROGATE ADVERTISING AN ANALYSIS. 20

2.1 SURROGATE ADVERTISING: DEFINITION.. 21

2.2 ORIGIN OF SURROGATE ADVERTISING.. 21

2.3 INDIAN SCENARIO.. 22

2.4 THE CORPORATE STANDPOINT. 26

2.5 COMPANIES FOLLOWING SURROGATE ADVERTISING.. 28

2.6 RECENT SURROGATE ADVERTISEMENTS. 31

2.7 SURROGATE ADVERTISING: EMERGING TREND.. 37

2.8 SURROGATE AD: ROLE IN CONSUMER BUYING DECISION.. 39

2.9 PROS AND CONS OF SURROGATE ADVERTISING.. 40

2.10 REGULATORY MEASURES. 40

2.11 FEW CASES OF SURROGATE ADVERTISEMENTS. 41

2.12 LEGAL CASES AGAINST SURROGATE ADVERTISING: 43

CHAPTER III. 45

DATA ANALYSIS AND INTERPRETATION.. 45

DEMOGRAPHIC PROFILE OF RESPONDENTS. 46

3.1 Media from which advertisements are seen the most 48

3.3 Knowledge about banning on advertisements of such products in India. 50

3.4 Requirement of advertisements of such products. 52

3.5 Opinion on banning of advertisements of these products. 53

3.6 Awareness about surrogate advertisements. 54

3.7 Purchase surrogate products like soda, water etc after seeing their Advertisements. 56

3.8 Recalling the original products while looking at surrogate Advertisements. 57

3.9 Seen any of the below surrogate advertisements. 59

3.10 Evaluating such Advertisements. 60

3.11 Impact of these Advertisements on surrogate products. 61

3.12 Advertisement inducing to try the original product 63

3.13 Surrogate Advertisement of which product category is seen the most 64

3.14 Surrogate Advertisements of brands that are seen the most 66

3.15 Opinion on surrogate Advertisements. 67

3.16 HYPOTHESIS TESTING: CHI SQUARE ANALYSIS. 69

CHAPTER IV.. 78

FINDINGS, CONCLUSION AND SUGGESTIONS. 78