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广告,是公司与客户之间的一种沟通方式，旨在说服观众,读者或听众等消费者对于相关的产品采取一些行动。它通常包括产品或服务的名称、产品或服务如何以及如何造福消费者,说服潜在客户购买或消费这个品牌的产品。现代广告的发展大规模的生产起源于19世纪末20世纪初。不同的人有不同的文化涵养和文化经历，因此不同的领域就会产生不一样的广告类型和广告模式。

对于公司的首席执行官来讲,广告是一个重要的营销工具,帮助创建品牌知名度、消费者忠诚度和刺激消费者需求。对于一家广告公司的艺术总监来讲,广告的概念是创造性地表达产品的内涵。广告所显现出来的相关问题通常是留给观众足够的自由裁量权。有些人可能会认为这些问题是有关道德的，而与此同时其他人可能对酒和酒精广告产生厌恶。尽管印度政府已经禁止这些产品的相关广告并为其创建了相应的道德规范,但这些产品的制造商采取了一些称为代理广告的广告手段。

advertising as a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. It has different connotation related to the different people related to the field of advertising.

To the CEO of a corporation, advertising is an essential marketing tool that helps create brand awareness, loyalty and stimulates demand. To an art director in an advertising agency it is a creative expression of an advertising concept. Advertising related issues most often are left to the discretion on the viewer. Some might perceive these issues as ethical while others may loathe the advertisements on liquor and alcohol. Although the Indian government has taken a moral stand of banning the advertisements of these substances, but the manufacturers of these products have resorted to something called as surrogate advertising.

Surrogate Advertising is done when the original product is not allowed to advertise itself on mass media. In India, alcohol brands are not allowed to give advertisements on television, so alcohol marketing firms use surrogate products like mineral water, soda, juice to hit consumers with the brand name. The brand name of the alcohol product is the same as the surrogate product. Kingfisher advertising packaged water, liquor manufacturers like Bacardi advertising compiled music CD's and Jagjit Industries advertising Aristocrat Premium apple juice are some of the prime examples of surrogate advertising in India. When people view these advertisements they associate themselves with these products. The extent to which Kingfisher is successful in this strategy is the topic which is being studied in this paper.

Objectives/Research Questions:

Our main objective is 'to evaluate the impact of surrogate advertising by Kingfisher by measuring its imact on the relationships between Brand Awareness, Brand Attitude and Brand Image amongst consumers'.

Literature Review & Hypothesis:

The review of literature shows that a number of studies have been conducted, especially in developed countries, on the ethical dimensions of surrogate advertising, (Zanot and Pincus, 1983; Hunt and Vitel, 1986). Few studies have been carried out to measure the effectiveness of surrogate advertising by products such as liquor and tobacco. But these studies were conducted in countries where the advertising of such products is not banned. Surrogate advertising is a fairly recent phenomenon emerging in countries where direct advertising of such products is 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。