Abstract:

Surrogate advertisements are a unique form of marketing where the actual product, which may be prohibited or restricted by regulations, cannot be directly showcased or its attributes and features portrayed as they are. Instead, surrogate advertisements focus on capturing the viewer's interest and conveying the message without explicitly revealing the product. It's important to note that surrogate marketing is not inherently bad or illegal. It represents a creative approach to marketing that enables companies to showcase their products indirectly, even without explicitly revealing them. Surrogate advertisements present a unique challenge and opportunity for marketers. Despite the constraints of not being able to showcase the actual product, they have proven to be effective in influencing consumer buying decisions, leading to higher sales rates. By capturing viewers' interest and conveying the message creatively, surrogate advertisements tap into the market potential and generate substantial revenues for the companies that employ them.

Present research findings indicate that surrogate advertisements primarily serve the purpose of establishing a strong brand presence in the minds of customers. By associating alcohol and tobacco products with other non-restricted goods or services, these ads create a positive brand image and enhance brand recall among consumers. This process of brand image building through surrogate advertising increases the efficiency of brand recognition, making the products more recognizable and memorable.