英语论文网

Therefore, the impact of marketing and advertising campaigns on Brand Awareness has already been studied by various researchers. Although cognitive awareness of Brands has been measured effectively to determine the strength of marketing and advertising campaigns, the effect of surrogate advertising on Brand Awareness has not been explored in developing countries. A research paper measuring this becomes all the more significant because a lot of industries like liquor and tobacco have resorted to advertising their products via this method in India. A few examples of such Brands could be Kingfisher, Bacardi etc. A research paper which attempts to explore this territory is Consumer Psychographics and Surrogate Advertising: An application of multiple discriminant analysis (Sharma & Chander, 2007), but this paper too falls short on measuring the impact of surrogate advertising on Brand Awareness levels. Keeping the deficiencies in the existing literature in mind we attempt to study the impact of surrogate advertising on Brand Awareness.

We went through literature to examine the effect of advertising on brand image. The function of advertising is to create the symbolism and imagery around the product which will result in a relationship between the brand and the consumer. The consumer is seen as active, knowledgeable, sophisticated and involved in the process of giving meaning to brands. Brand choice is based on emotional and intuitive feelings about brands, their images and meanings for consumers and how these brands satisfy consumer needs and seem to fit into the consumer's relationship with his/her world. Based on the literature, we have arrived at 2 main functions of advertising on brand image. The first function is largely informational in character in that performance specifications of the brand are presented. The second function is to imbue the brand with human-like rather than mechanistic performance-oriented values.

Brand image is the perception which the consumer holds of the product and its attributes (Cohen, 1972). Essentially perception is built through environmental cues and it is here that surrogate indicators through advertisements can play a very important role. The consumer often lacks complete information about the products and to fill this gap surrogate indicators play a crucial role. For eg: price can be seen as factor determining quality. The customer is dependent on these even more when he/she has not used the product before and in such cases perception of the product plays an even more important role. Similarly there are various indicators which effect the perception which the consumer builds. Some of these are colour (Kingfisher Beer uses red colour for its bottles and the same can be found on the drinking water bottles as well), symbols and endorsements which are shown in the advertisements. When the consumer cannot make use of proper evaluative criteria to compare and select brands, it is these cues which then guide him to make his perception.

We were able to site numerous research papers on the ethical aspect of surrogate advertising for alcohol and tobacco in India but hardly any on the rela本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。