Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. Mostly for the products that are banned like cigarette, tobacco etc. There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting alcohol and tobacco advertising, for example, so companies use surrogate advertising to market their products. Techniques used might include advertising another product with the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on direct advertising, but they still get consumers familiar with the company's branding. Surrogate advertising may also be used when companies want to cultivate an image of social responsibility.

Now-a-days to have maximum sales or to grab the maximum part of the market share, the company need to promote their product and service to their target customers or buyers through advertising. There are many ways to advertise their product and service such as television, radio, fashion and street event, contests, sports, arts, music, adventure tours and the internet.
but there is a ban on some products like tobacco, liquor etc.,. So these companies use the surrogate marketing. It is a indirect marketing or positioning the brand by using the other brand ,
For example:
IPL cricketers humming to "Oo la la la la la", rest assure Kingfisher just reminded you of its beer and the happiness you'll get from having it.
Bagpiper clubs soda, Kingfisher airlines, Royal Seagram CDs and cassettes etc.,.

Surrogate Advertising is a form of advertising which is used to promote banned products like alcohol, cigarettes, tobacco, etc, to impersonate another product... Since, some products are injuries for health, so the companies are not allowed to do advertising of such kind of products. So, to create a brand or make an awareness about the existence of the product among the target prospects, companies use kind form of advertising... And, it is worth spending huge amount of this form, because this is the only mode for such product to get advertised...

Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is apparently for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the company's logo or distinctive brand colours in the ads so that people are exposed to the company's branding without seeing an explicit ad for the company's product.

There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products.Surrogate advertising may also be used when companies want to cultivate an image of social responsibility.

I don't think so it is worth to spend huge in surrogate advertising....

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law.

Since these products are injurious to health hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the whisky or beer bottles of the same brand.

It is worth spending huge on it, because it works ., several examples are there like Bagpiper use soda Ad to recall it's whisky, brands like Imperial blue, Royal stag, Royal challange use Music CDs for the same,

All of us remember the Ad with Shahrukh and Saif saying about their life "" Have I made it large""., we know that they are talking about Royal Stag .,

Cheers to LIfe.

How imp is surrogate advertising & how it works.. Does it worth spending huge...?