dissertation on surrogate advertising

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CONSUMER BEHAVIOUR STUDY ON SURROGATE ADVERTISING

To test the impact of surrogate advertising in the alcohol industry on consumer engagement in the Indian context.

Related Papers

Manjunath G

Abstract: Advertising has been considered as a means of information about brands which confuses consumer and often misguides (Littlechild, 1982).Ads for controversial products, which cause a negative reaction, and thereby offence, can result in negative publicity, complaints to advertising regulatory bodies, falling sales, and product boycotts. Now-a-days, society is more open-minded to advertisements for unmentionables (Fahy,1995).Surrogate advertising is a form of advertising which is used to promote banned products, like tobacco, cigarettes and alcohol, in the disguise of another product. The purpose of this paper is to study, review the concept of surrogate advertising and also to know its application in Indian business organisations. The main objectives of this research paper is to explore the awareness of surrogate advertising and to know whether surrogate advertising will helps to promote the core product or not.The primary data was collected by using a well-structured questionnaire from 59 respondents and are entered into the sub-tables by using the simple percentage analysis. Convenient data sampling method is used to collect data and Chi-Square Analysis was used for analysis and inference. The secondary data was collected through journals, magazines, edited volumes, articles and various websites. The paper concludes that, although the original products have not been advertised on the television, still these brands enjoy a higher sales volume each and every year even after the abolition of the advertisements of their original products.

IJAR Indexing

In this current global business environment with a large variety of goods and services, advertising is a suitable instruments for disseminating information and creating awareness among the existing and potential customers. The company promotion depends principally on different types of advertisements to insist upon their products’ superiority or satisfaction value than those of the competitors. Advertisements are all pervasive. They are everywhere around us in television, radio, newspapers, magazines, events, give-aways, internet and more so on our mobiles and laptops. Advertisements are found in almost every imaginable place and also where they are least expected. Some advertisements are very noticeable while others are very subtle yet catchy. Consumers are constantly bombarded with ad messages having a persuasive effect on their minds. The decision of a customer, whether to buy a particular product or not, is guided by, to a larger extent, by a company’s advertising campaign. Nevertheless, advertising is the cornerstone of our socio-economic system and has become an indispensible part of our legal fabric. Advertising is an extensive, sensitive and a very much diversified subject.

Zakirhusain Shaikh

Background and Aims: Epidemiological transition in the form of noncommunicable diseases (NCDs) now becoming the main cause of mortality and morbidity is very much evident even in developing countries like India. Alcohol is an important risk factor for NCD. The use of alcohol is increasing especially in young people and women. This increased use can be attributed to aggressive and innovative marketing by alcohol, in spite of and due to restrictions on its marketing. Social media, in recent times, has been misused by alcohol companies for marketing their products legally, due to legal loophole. The present study examined the reach of alcohol companies on social media and the marketing strategies used by them. Design, Settings, Participants: Facebook, Twitter and YouTube were explored for accounts and content by alcohol companies for marketing their product. Policies of social media sites pertaining to alcohol marketing were also studied. Measurements: Alcohol marketing was measured in terms of content posted by alcohol companies, use of direct or surrogate advertisement and engagement with users. Findings: Alcohol companies have been conveniently using social media to target young urban population with direct and surrogate advertisements of their products. Current social media policies and laws are ineffective in controlling it. Conclusions: Amendment of laws pertaining to alcohol marketing to include social media also in its ambit is necessary. Social media sites should revise their policies to prevent alcohol marketing and promotion especially to underaged users.

Indus Foundation International Journals UGC Approved

Advertising is the paid form of communication by an identified sponsor who disseminates the information to the public about its goods and services in order to persuade them so that they can purchase their product and avail services. It's an impersonal and one-way marketing communication technique. When a marketer is ready with its offerings he uses a powerful tool " Advertising " to inform, educate and promote its offerings in the form of goods and services with the main purpose of persuading the consumers to purchase its products and avail services. 1991 reforms, increased the competition thereby making the marketers to promote their products and to serve that purpose adverting was used extensively, as it largely shapes the attitudes and behavior and in a highly competitive environment advertisers sometimes follow the unethical practices to sustain and survive the competition. It can be analyzed with the help of examples the different unethical practices adopted by advertisers in advertisements in India in the context of ethics. The rationale of this paper is to study the ethical issues that arise in advertising and evaluate the unethical advertisement in India with reference to ASCI principles.

Hemant Goswami

The bulletin of the Department of …

Bharati IMSR Journal , komal nagar

In today’s highly competitive market, marketers have comprehended that consumers are not only surrounded by numerous brands but are also exposed to many different marketing practices that are developed to differentiate these brands from their competitors. This study investigates the impact of comparative advertisements on consumers’ attitude towards ad, attitude towards brand and purchase intention in beverages product category, focusing specifically on fruit juices. We propose that brand familiarity play a moderating role in this relationship. The study is empirical in nature and involved administering a questionnaire to the respondents, prior to which they were shown print ads. Results reveal that the influence of attitude towards the ad on consumers’ attitude towards the brand and purchase intention depends on the familiarity of the sponsor brand. Brand familiarity is found to positively moderate the relationship between attitude towards ad and consumers’ attitude towards brand. The study offers research and managerial implications. Keywords: Comparative ads, Brand familiarity, attitude towards ad, attitude towards brand, purchase intention.

Εφημ. Το ΒΗΜΑ - Επιφυλλίδες

Lina (Triantafyllia) Papadopoulou / Λίνα Παπαδοπούλου

Obesity Surgery

Kasey Welsh

Surrogate Advertising – Definition, Strategies, Pros, Cons & Examples

Advertising is not easy by any means, especially when you have “restrictions.” Yes, a lot of companies have to face restrictions from state or federal governments. For instance, many countries don’t allow the direct advertising of alcohol.

Now, what happens when a company cannot advertise directly in a specific area? Such companies use indirect channels for advertising their products or services. In business terms, we call it surrogate advertising. Surrogate advertising may look like a new concept, but brands are using it for a long time.

Right, if this is something new for you and you are curious to know more about this effective form of advertising, then this is article has everything you need to know about surrogate advertising.

Table of Contents

What Is Surrogate Advertising

Surrogate advertising is a type of advertising in which a brand promotes a “banned” product in disguise. That said, it is an advertising practice in which a brand indirectly promotes/advertises a product by advertising/marketing another product of the same brand.

Surrogate is a word that means “substitute,” and brands often use a similar commodity to promote a banned product or may use a totally different one. For instance, a liquor company may start promoting its brand by selling of beverages such as juices, soft drinks, etc.

History of Surrogate Advertising

The surrogate advertising concept emerged from Great Britain. Domestic violence had immensely increased as drinking became a common practice in Britain. Therefore, the British women started protesting against liquor brands advertising their products publically.

This ultimately pushed liquor companies on the back foot as they had to change their advertising practices. Companies started using surrogate advertising techniques and sold liquor in disguise by promoting soda and juices.

Surrogate Advertising Strategies

Companies can use surrogate advertising in different forms, and here are some of them.

Promoting A Brand by Associating with Public Figures

A very common form of surrogate advertising where brands promote their products via getting endorsements from celebrities or public figures. For instance, Royal Challenger Bangalore (RCB) is a high-profile cricket franchise in the Indian Premier League. RCB is under the ownership of Royal Challenge, a famous whisky brand in India.

Brand Promotion by Expansion

A lot of brands also promote their business by investing in other similar or different brands to avoid any advertising ban. For instance, Kingfisher, a famous beer company, has invested in domestic airline companies to promote their brand. Kingfisher has also made yearly calendars with swimsuit models.

Promotion Through Event Sponsorship

Sponsoring a public event is also a great way to promote your brand if you can’t advertise it directly. For instance, companies leave their brand logos in public events for brand promotion. A practical example includes Royal Stag, a whisky brand in India. Royal Stag owned a cricket club in IPL, one of the world’s biggest cricket leagues. The company promoted Coke Studio performances for their brand advertising.

Brand Promotion Through Television Content or Commercials

How can a company, prohibited to promote its product, advertise on television? Well, this usually happens because companies advertise products completely different from their typical product range. Royal Challenge, a whisky brand in India, advertises playing cards and branded water bottles to keep reminding the consumers about their main products.

Promotion Through Public Announcements

This is probably the most controversial form of surrogate advertising. For instance, a tobacco company may use public service announcement options to inform people about the health risks associated with tobacco consumption. Yes, that sounds weird because the message and product are contradictory. But this helps these companies to stay on top of the minds of their customers.

Importance of Surrogate Advertising

Surrogate advertising has quickly become an important part of brands’ overall marketing campaigns. In fact, it is safe to say that it is the only feasible option for many businesses. Surrogate advertising is important because it:

• Helps the brands to be alive in their customers’ mind.
• Allows brands to indirectly promote a product that cannot be advertised directly.
• Conveys a message that the brand is actively fulfilling its social responsibility.
• Helps in advertising secondary products or less accepted products in the society.

Advantages of Surrogate Advertising

The strategy has been the go-to advertising option for many brands. Here are some benefits of surrogate advertising.

• Revenue Generation. Surrogate advertising is very effective for brands to generate massive revenues from banned products. As it is pretty difficult to advertise these products via other mediums, surrogate advertising creates awareness about such products and helps companies achieve their financial and organizational goals.
• Competition Reduction. It can significantly reduce the competition because of difficulties and restrictions for new entrants. A brand needs massive budgets to sponsor major/noticeable events, celebrities, and public figures. That is why it difficult for new entrants to create brand awareness with limited resources.
• Helps brands to Stay “Alive” In Customers. It is very important for every brand to stay on top of their customers’ minds. Liquor, tobacco, and similar brands cannot advertise directly in many countries. This can jeopardize their existence in the competition, but surrogate advertising helps them create brand awareness.

Disadvantages Of Surrogate Advertising

• Surrogate advertising technically kills the purpose of prohibiting/banning the direct advertising of a harmful product.
• It is difficult for a new business to create brand awareness through surrogate advertising.
• Surrogate advertisements mostly yield low levels of awareness and knowledge about a brand.

Examples of Surrogate Advertising

Brands that cannot advertise their main product line openly expand by investing in marketable businesses to stay in the mainstream. Here are some common examples of such brands.

“Russian Standard Vodka” Opens A Bank

 Russian Standard Vodka is one of the biggest Russian companies famous for producing premium quality vodka. The company opened a bank when the Russian government banned the direct advertising of alcohol. They kept their name and logo in front of the populace and remained visible while many other brands were severely hit by the national policy.

Wills Lifestyle

Wills is a famous cigarette brand, but it also runs a clothing brand named as “Wills Lifestyle .” The company invested in an entirely different business to advertise its main product indirectly.

Surrogate Advertising and Cannabis

It is illegal to sell marijuana in most countries. However, different brands are selling weed-infused products by labeling them as medicines. Common examples include GW and ArcView Pharmaceuticals.

Is Surrogate Advertising Illegal?

It is simply impossible to answer this question in a simple “YES” or “NO.”

Yes, surrogate advertising helps many brands to generate massive revenues by selling their products that are banned for direct advertising.

However, the legality of those products is highly questionable. Surrogate advertising affects consumer behavior and urges them to buy these products that are actually injurious to their health.

Technically, there are two major aspects when it comes to the legality or ethicality of surrogate advertising.

• Surrogate advertising helps different brands to indirectly promote their primary products, which are injurious to health.
• On the other contrary, these products generate huge revenues, thus contributing to the national and local economies significantly.

The most interesting fact in this aspect is that governments may prohibit alcohol or tobacco companies from direct advertising, but it is legal to produce these products in those countries, which is a weird contradiction. If it is legal to produce alcohol or cigarettes, then how is it illegal to advertise these products directly or indirectly?

About The Author

shaharYar Ahmad Ranjhaa

What Is Surrogate Advertising? – Definition & Examples

In the era of new-age technology, advertisements have become a strong source of influence on both society and the people.

From television commercials to social media platforms, companies use several channels to facilitate the marketing of their products and services that, in turn, imposes a direct or indirect influence on the lives of their customers.

As a result, in recent years, many companies are increasingly making use of such channels to promote products that are otherwise prohibited by the law to be advertised directly.

This article will discuss what surrogate advertising is, its several strategies, and the various reasons why companies are opting for it as an alternative to market their brand.

What Is Surrogate Advertising?

Surrogate advertising refers to a form of advertisement that duplicates the brand image of one product to promote another product of the same brand.

The word surrogate means a ‘substitute’. Usually, brands use surrogate advertising to promote a banned product under the veil of a substitute good.

Surrogate goods could either resemble a similar commodity or an entirely different product.  Meaning, companies advertise their products and services by disguising them for some other product under the same brand name .

A popular instance of this can be a liquor product advertised as either a soda drink or an entirely unrelated product like music CDs within the same brand name.

How Did Surrogate Advertising Originate?

Surrogate advertising’s origin can be traced back to Britain, where domestic violence became a prevalent trend as more men started drinking. Women, in turn, took to the streets and started protesting against the open-marketing of liquor-based products.

This event eventually led companies to adopt the strategy of surrogate marketing to sell goods in disguise for some other related products.

Products that are marketed using surrogate advertising today include alcohol, cigarettes, tobacco, narcotics, infant milk substitution, and other intoxicants.

Examples Of Surrogate Advertising

Many brands have been using products to duplicate their brand image .  Therefore, given below is a list of 3 popular industry examples that use surrogate advertising as a means to market their goods:

Surrogate Advertising In Liquor Industry

Today, the liquor industry intentionally blurs the line between products by advertising ‘old wine’ in a ‘new bottle.’  In other words, companies sell alcohol-based drinks under the veil of soda, fruit juice, & cocktail mixers.

A prevalent example of this is Imperial Blue’s series of advertisements on music CDs to promote their whisky brand in India where it is banned to advertise an alcohol product.

Big brands like bagpiper soda, cassettes & CDs; royal challenge; kingfisher fall under this category.

Surrogate Advertising In Tobacco Industry

In recent years, many brands are softly targeting consumers by selling them tobacco-based goods under the disguise of pan masala and hookah substitutes.

For instance, the renowned actor who played James Bond’s character, Pierce Brosnan, endorsed Pan Bahar, a pan masala brand, by becoming its brand ambassador.

Big brands like Manikchand group, Dharampal Satyapal limited, and Kothari products limited fall under this category.

Surrogate Advertising In Cannabis Industry

The evolution of cannabis marketing is accelerating. Most marijuana brands sell their weed-infused products by labelling them as medicine.

Big brands like ArcView and GW pharmaceuticals fall under this category.

What Are The 5 Strategies For Surrogate Advertising?

Surrogate advertising uses a collaborative strategy to achieve exponential and rapid publicity . Therefore, brands use any of these 5 strategies to promote their products: promotion by extension, promotion by association, promotion through TV commercials, promotion through events and sponsorships, and promotion through public service announcements.

Promotion By Extension

Promoting new products with a familiar brand name is known as brand extension . Today, several companies use the brand extension to respond to a ban on the advertisement of a particular product category.

For instance, Kingfisher has promoted everything from soda to calendar and airlines under the same brand umbrella.

Promotion By Association

Promotion by association focuses on the value proposition of a brand and creates an impression in customers’ minds that the brand is for brave people.

Generally, such brands are endorsed by celebrities to help reflect the values that a company seeks to portray.

For instance, renowned Bollywood actor Shatrugan Sinha was featured in the Bagpiper club soda ad to promote its brand.

Promotion Through TV Commercials

Many companies today make TV commercials, but most of them advertise a product directly. But, in the case of certain products like alcohol, tobacco, etc., companies may be banned from doing so.

Therefore, they create commercials so that they disguise an item as outside the brand’s normal product. That is, they make use of surrogate TV advertising.

For example, a company known for making alcohol may make a commercial highlighting a new soda.

Promotion Through Events And Sponsorships

Another type of surrogate advertising is done through events and sponsorships.

In this type of advertising, the company leaves its logo somewhere, such as on a wall of an event or the outside perimeter of a sporting event. This tactic, in turn, places the idea of the brand in the consumers’ minds.

For instance, Royal Stag owned an IPL team and promoted Coke Studio performances to advertise their brand.

Promotion Through Public Service Announcement

Public service announcements (PSA) is a prevalent strategy for advertising products.

Most of the products today are banned under surrogate advertising laws and are associated with several health risks. Therefore, through this advertising method, companies can bring awareness about the risks of smoking and use colourful company logos to do so.

For example, a company can bring awareness around the hazards of smoking but, at the same time, attracts consumers by bringing attention to their brand.

Why Do Companies Use Surrogate Advertising

In recent times, surrogate advertising has become a popular marketing strategy that is increasingly used for promoting banned products indirectly. It essentially utilizes a substitute product so as to communicate the real product to the target customers.

Therefore, given below is a list of 5 reasons why companies use surrogate advertising to promote their products:

• To circumvent a ban on the direct advertisements of a particular product,
• To keep brands alive in the minds of the consumers,
• To cultivate an image of social responsibility of the brand,
• To advertise less socially accepted products via secondary brands or products, or
• To advertise high revenue generating products like alcohol, cigarettes, and tobacco.

What Are The Benefits And Limitations Of Surrogate Advertising?

Ever since advertising of tobacco and liquor products has been banned on Mass Media, companies have resorted to surrogate advertising tactics to promote their products. However, they come with several benefits and limitations of their own.

Therefore, given below is a list of the several benefits and limitations of surrogate advertising.

• It helps companies to generate revenue from banned products
• It keeps on reminding consumers about the banned products indirectly
• If nobody can advertise, then the threat of competition from new players is minimized

Limitations

• It can beat the purpose of ban on advertising of harmful products by government
• the knowledge and awareness level on surrogate advertisements is very low
• It can impose a negative impact on society by promoting health-injurious products

What  Are The Various Ethical Issues Concerning Surrogate Advertising?

While surrogate advertising has turned out to be a successful tactic to advertise products, such commodities’ legality is questionable in many aspects.

Many surveys have found that surrogate advertising inflicts consumers’ behaviour to purchase otherwise harmful products for their health.

It also offers children and youth a slippery slope in life as many cannot distinguish between banned products and the advertised products.

Therefore, to prevent such situations from happening, governments in many countries are taking action to impose a ban on such products’ direct marketing .

For instance, the Indian government has implemented the cable TV regulation act of 1995 to impose a ban on the direct advertising of liquor and cigarette advertisement.

Nevertheless, although liquor and tobacco businesses are restricted through laws, they remain legal as they help generate massive revenue for governments, which benefits the country’s economy.

Bottom Line?

Since Mass Media has banned direct advertisements for commodities like tobacco and liquor, many companies are starting to use proxy advertising techniques to keep their brands alive in customers’ minds.

Brand recall is the most significant feature of a surrogate commercial. Without directly referencing cigarettes or liquor, companies these days can easily promote their products and services.

Go On, Tell Us What You Think!

Did we miss something? Come on! Tell us what you think about our article on surrogate advertising in the comments section.

A startup consultant, digital marketer, traveller, and philomath. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. When not working, he can be found hiking, camping, and stargazing.

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What is Surrogate Advertising?

The term Surrogate Advertising describes the practice of businesses promoting their goods through advertisements claiming to be for other goods or services. When there are limitations or prohibitions on the promotion of specific items, usually for legal or regulatory reasons, this method is frequently used. It describes the practice of promoting a product through advertisements that seem to be for a different product. This tactic is frequently used in situations where it is illegal or restricted to directly promote particular products, like alcohol or tobacco. Surrogate Advertising can have an impact on public opinion. While some customers might find the creativity appealing, others might think it is unethical. It may also affect a brand’s reputation, particularly if customers believe the business is attempting to avoid laws.

Geeky Takeaways:

• Surrogate Advertising effectively promotes restricted goods through ads that don’t seem to have anything to do with them. This is often done for gambling, alcohol, or tobacco.
• Some strategies for keeping a business visible are having influencers talk about it, sponsoring events, and using digital marketing.
• There are benefits, like brand recognition and loyalty, but there are also ethical issues about practices that might be dishonest.
• Company awareness, how customers feel about the company, sales data, and following the rules are all ways to measure success.
• Legal concerns stress the importance of being honest, open, and following advertising laws to lessen bad effects.

Table of Content

History of Surrogate Advertisement

Types of surrogate advertising, major benefits of surrogate advertising, disadvantages of surrogate advertisements, strategies to implement surrogate advertising, measuring the surrogate advertising success, legal aspects of surrogate advertising, popular surrogate advertising examples, frequently asked questions (faqs).

1. 1960s–1970s: Throughout this time, people’s knowledge of the dangers of tobacco use to their health increased. Governments started passing stronger laws about tobacco advertising in response. Regulations on the promotion of alcoholic beverages were also prompted by worries about alcohol abuse.

2. Late 20th century: Businesses started looking at alternate strategies to preserve brand visibility after being prohibited from advertising alcohol and tobacco products. As a result, the idea of “surrogate advertising” was born, in which businesses promoted other products primarily to subtly advertise their prohibited goods.

3. The late 20th and early 21st centuries: Beyond India, other nations with comparable regulations saw a rise in the use of surrogate advertising. Advertising restrictions applied not only to alcohol and tobacco products but also to gambling and some food items.

4. 21st Century: Regulators handling surrogate advertising now face additional difficulties as a result of the development of the internet and digital media. Since businesses may now reach a global audience through online channels, authorities must stay up with technological changes.

1. Brand Depiction: Hiring influencers or celebrities to serve as brand ambassadors as these individuals help the brand by endorsing it or making appearances, all without actively promoting the product that is prohibited.

2. Event Promotion: Companies may sponsor sporting events, concerts, or other occasions where they may publicly promote their brand. The oblique connection to the brand helps in preserving awareness without outright endorsing the prohibited item.

3. Events for Public Relations : Planning press conferences, public relations efforts or events that highlight the brand’s good reputation without overtly promoting the restricted product.

4. Digital and Online Marketing : Using digital channels to market the brand quietly. Online games, applications or other content that showcases the brand without overtly promoting the prohibited goods could fall under this category.

5. Videos and Albums of Music: Creating music videos or CDs under the brand enables businesses to use entertainment as an indirect means of brand promotion.

1. Brand Visibility : When it comes to items, surrogate advertising lets businesses be visible in the market even in situations when direct product promotion is strictly prohibited. This contributes to maintaining brand awareness and recognition.

2. Brand Loyalty : Businesses can strengthen consumer brand loyalty by employing surrogate advertising. Positive reviews and customer loyalty might arise from the link of the promoted product with the brand, even if it is not the limited item.

3. Perfect Brand Image : An efficient use of surrogate advertising can enhance a company’s reputation. Public perception can be improved by linking the brand to non-controversial products or socially conscious causes.

4. Collaborations and Financial Assistance: Surrogate advertising frequently entails collaborations and funding of entertainment, sports or events. This not only creates favorable associations with liked and popular activities, but it also indirectly promotes the brand.

5. Innovative Approaches to Marketing: Marketing techniques become more creative as a result of having to work around advertising constraints. Businesses are forced to use original ideas and inventive strategies to quietly market their brands.

1. Deceptive Nature: By endorsing one product while trying to boost sales of a regulated one, surrogate advertising undermines customer trust by misleading them.

2. Undermining the Goal of Regulation: The practice reduces the efficacy of policies intended to protect public health by enabling businesses to get around the purpose of restrictions.

3. Adverse Social Effects : Surrogate advertising can have a detrimental social influence by subtly endorsing items that may be dangerous, particularly when it comes to products that pose health risks.

4. Moral Issues: The technique could make customers feel tricked or misled, which raises ethical questions regarding openness and truth in advertising.

5. Aiming for Vulnerable Groups : Vulnerable groups, like children, may be disproportionately affected by surrogate advertising since they are more likely to be indirectly promoted age-restricted products.

1. Event Promotion: Use connections with popular activities to your advantage by sponsoring events to increase brand awareness without actually advertising the restricted product.

2. Products with a Brand: Selling products with the brand name or emblem on them will increase income and brand awareness.

3. Messages of Public Service and Social Causes: Create favorable brand associations by linking your brand to public service announcements or social concerns.

4. Integration of Film and Television: Use product placement to incorporate the brand into motion pictures, television shows, or online series in an indirect marketing manner.

5. Internet and Digital Marketing : Make use of online channels to market the brand subtly by using imaginative apps, games, or digital content.

6. Videos and Albums of Music: Continues to promote your brand by releasing albums of music or videos below it.

1. Awareness of Brands: To determine whether the surrogate advertising has improved brand visibility, track changes in brand awareness levels using surveys, social media analytics or other tracking techniques.

2. Views of the Consumer: After the surrogate advertising campaign, conduct consumer perception surveys to find out how the target audience feels about the brand and related items.

3. Sales and Revenue: Examine revenue and sales information to see if there has been a boost in product sales, particularly for non-restricted items linked to the brand.

4. Market Portion : Determine whether surrogate advertising has assisted the brand in maintaining or growing its market share by analyzing changes in market share.

5. Return on Investment (ROI) : Determine the Return on Investment (ROI) by contrasting the surrogate advertising campaign’s expenses with the income or other quantifiable results.

6. Shifts in Consumer Behavior: Analyze alterations in consumer behavior, such as modifications in inclinations, viewpoints, or buying habits, to understand the influence of advertising on consumer behavior.

7. Media Attention : To determine how much the brand and its form of advertising are covered in the media, assess public relations results and media coverage.

8. Feedback and Surveys: To immediately get feedback on the success of the surrogate advertising campaign and how it affected brand perception, use consumer surveys and feedback surveys.

1. Product Descriptions and Labelling: Respect advertising laws pertaining to product labelling and descriptions in order to stop misleading activities.

2 . Utilizing Logos and Brand Names : Use of brand characteristics in surrogate advertising should be done with caution because some jurisdictions may prohibit certain actions.

3. Age Limitations: Make sure that age-related advertising laws are followed, particularly when it comes to products that have age limitations.

4. Honest and Transparent Approaches: Retain honesty and openness in your advertising to stay out of trouble if you engage in dishonest behavior.

5. Record-keeping and Documentation: Keep extensive records of your advertising campaigns to ensure compliance and transparency.

6. Considering Public Health : Adopt surrogate campaigns to address public health issues related to items like alcohol and tobacco.

7. Laws Protecting Consumers: In order to stop deceptive advertising and unfair business activities, take into account general consumer protection regulations.

1. Kingfisher Soda: Kingfisher Soda was launched by the Kingfisher brand, which was first recognized for its beer, in order to market a non-alcoholic beverage while preserving brand awareness.

2. Bagpiper Club Soda: The non-alcoholic substitute Bagpiper Club Soda was invented by the whiskey-making company Bagpiper, enabling the brand to continue advertising in spite of laws against alcohol-related promotion.

3. Sports Drink Royal Challenge : To broaden its product line and subtly advertise in a new market, the whisky company Royal Challenge introduced a sports drink under the same name.

4. Foster’s Ice Bucket: Fosters, a beer company, used the launch of Fosters Ice Bucket, a non-alcoholic beverage, as a stand-in for alcohol promotion in order to reach consumers in areas where such advertising is prohibited.

5. Imperial Blue Music CDs : By releasing and promoting music CDs under the Imperial Blue brand, the whisky company Imperial Blue made a foray into the music industry and established a loose affiliation with the brand.

6. Seagram’s Ginger Ale : Known for its alcoholic drinks, Seagram’s offered a non-alcoholic alternative called Seagram’s Ginger Ale, which allowed them to promote their brand without breaking any laws.

Can the reputation of a brand be affected by surrogate advertising?

Indeed, surrogate advertising can harm a brand’s reputation, if customers believe it to be dishonest or deceitful.

How do you quantify the effectiveness of surrogate advertising?

Indicators of success include increased brand awareness, shifts in customer perception, sales statistics, market share and regulatory compliance.

What is the response of consumers to surrogate advertising?

Reactions from consumers to surrogate advertising can differ. While some would find the inventive tactics appealing, others might consider them to be dishonest or false.

Are there any moral issues with surrogate advertisements?

Indeed, there are ethical issues since surrogate advertising can be viewed as a means of getting around laws meant to safeguard public health, particularly when they are advertising tobacco or alcohol products. Opponents argue that it violates the intent behind these rules.

How are surrogate advertisements recognized by consumers?

Since surrogate advertising is often about promoting a separate product, identifying it can be difficult. Customers should be on the lookout for any inadvertent allusions or hints to the prohibited goods in the advertisement.

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Crashworthiness design optimization using surrogate models.

Cheng-Ho Tho

Graduation Semester and Year

Document type.

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Degree Name

Doctor of Philosophy in Aerospace Engineering

Mechanical and Aerospace Engineering

First Advisor

Bo Ping Wang

Despite the advances in computer technology, the enormous computational cost associated with the large-scale and complex nonlinear crashworthiness simulations renders it to be impractical to rely exclusively on computer simulations for crashworthiness design optimization. A preferable strategy is to employ the computational efficient surrogate model in lieu of the expensive simulations to facilitate the optimization process and design concept exploration. An added advantage of the surrogate models is that they tends to eliminate the high-frequency numerical noise which may hinder the performance of the direct gradient-based optimization technique by constructing smooth crash responses in the crashworthiness analysis. Even thought the Design of Experiments with Response Surface Methodology technique has shown to be a promising way for crashworthiness design optimization over the years, it is still hampered by large number of function evaluations for large number of design variables or low numerical accuracy for small sample sizes. In this dissertation, we propose and develop an effective methodology based upon the sequential regularized multiquadric with output space mapping to reduce the computational cost. The proposed method overcomes the ill-conditioning of the coefficient matrix in the generalized multiquadric function for duplicate data when approaching to the optimal design. Unlike the traditional DOE/RSM methodology, the sampling point is added sequentially and thus becomes more manageable to deal with problems involving large number of design variables. Several numerical examples are employed to demonstrate the effectiveness and robustness of the methodology, including a large-scale full vehicle frontal impact problem and a helicopter skid landing gear hard landing problem. It is shown that the proposed SRMQ/OSM method reduces the computational cost by 50~70% as compared to the traditional DOE/RSM based methodology or direct gradient-based optimization technique. In addition, this dissertation investigates and implements the Implicit Space Mapping optimization algorithm for solving the nonlinear crashworthiness design optimization problems.

• Disciplines

Aerospace Engineering | Engineering | Mechanical Engineering

Degree granted by The University of Texas at Arlington

Recommended Citation

Tho, Cheng-Ho, "Crashworthiness Design Optimization Using Surrogate Models" (2006). Mechanical and Aerospace Engineering Dissertations . 137. https://mavmatrix.uta.edu/mechaerospace_dissertations/137

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Volume 6 Issue 2 February-2019 eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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