Surrogate Advertising Tips
                     Learn everything about 
“Surrogate Advertising Tips”
 For 2022
Instructions
Advertisements are the most important medium of 
marketing. Every time an advertisement comes up on your 
television or smartphone; You're hooked to it. 
Advertisements give you an insight into the product, it 
plants a seed in your head. Not only as a customer but also 
as a seller, you are well aware of the benefits an 
advertisement gives your products.
Surrogate Advertisements are one of the many types of 
advertisements. Have you heard about this term before? If 
not, then this article is put together just for you.
This blog will cover everything you need to know about 
Surrogate advertising tips. Read further and expand 
your knowledge about surrogate advertisements. 2
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1 What are Surrogate Advertisements?
“ Due to the restrictions in the media, this advertising method is used to promote 
regulated products like alcohol, cigarettes, 
tobacco, etc. Surrogate Advertisement in 
simple terms can be described as a 
substitute product that is used to promote 
the main product of the same brand.
For example, Kingfisher promotes Kingfisher 
Beer Glasses instead of the actual product, 
i.e., Kingfisher Beer. Pan Masala ads like 
Rajanigandha, are substitute ads for 
tobacco.. 5
2 How did the term Surrogate Advertisement 
come into being?
The word 'surrogate' is derived from the Latin 
word 'surrogatus', meaning 'substitute'. 
Surrogate means something that is a 
substitute for representing something else. 
And Surrogate Advertisement does exactly 
that. To maintain ethical boundaries, brands 
switched to surrogate advertisements as a 
means to bring their brand to the attention of 
their audience.
The liquor industries have always been on the 
top of their advertising game with the help of 
surrogate advertisement methods, one 
example is that Imperial Blue advertises music 7
CDs and cassettes.
3 Why do we use Surrogate Advertisement 
Methods?
Directly promoting liquor or tobacco is widely 
banned in India. Then what do the brands who 
sell these products do? They use surrogate 
advertisements. As these products can provoke 
individuals, it is promoted with an alternative 
product. Surrogate advertisements were first 
introduced by Azad Bidi when they sponsored a 
cricket event.
It is practiced for over decades now and people 
have had various opinions about it. Every type of 
advertisement stirs communication between the 
brand and the public and for regulated brands, 
surrogate advertisements work best.
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4 Tips for 
Surrogate Advertisements
Surrogate Advertising is a form of marketing that has been 
around for decades. The idea is to create an advertising 
campaign that promotes the product or service while 
canceling the need for the company to directly advertise its 
product or service.
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Surrogate Advertising 
Tips 
 Create a compelling narrative
A compelling narrative is a key to creating an effective surrogate 
advertisement. It's the story that the marketing campaign tells about the 
product. A good narrative will not only provide information about the 
product but also create a sense of urgency for consumers to buy it.
Many techniques can be used to create a compelling narrative for 
surrogate advertisements. One of them is using storytelling, which helps 
consumers see themselves in the story and relate to it, making them 
more likely to buy the product.
Another technique is using testimonials from real people who have used 
or benefitted from the product, which provides credibility and 
authenticity to your campaign.
Compelling narrative should include:
• A strong introduction that will make the audience want to continue 
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reading.
• Clear, concise writing that will make it easy for the audience to 
understand.
Surrogate Advertising 
Tips 
⊹ Use social media influencers
Media influencers are people that have an outsized following on 
social media. They can be used to advertise products or 
services because they already have an established relationship 
with their followers.
It is important to know that the companies that use this strategy 
need to be careful about the type of influencer they choose. If 
they pick someone who does not align with their brand, then it 
could backfire and cause them more harm than good.
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Surrogate Advertising 
Tips 
⊹ Get creative with your ad placement
There are many ways to get creative with your ad placement, but the 
best way is to start by looking at what other people have done and 
then create something different. The more original your ad 
placement, the more likely it will be seen and remembered.
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Surrogate Advertising 
Tips 
⊹ You can also consider using things like
Traditional advertising methods like billboards, posters, 
street signs, etc.
- Advertising in public spaces including airports, restaurants, 
hotels.
- Advertising at events such as conferences or festivals.
- Advertise on Facebook or Twitter.
- Advertising in apps.
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Surrogate advertisements provide 
brands with an option to promote 
their products when they cannot 
promote them directly. But these 
advertisements should be 
advertised with utmost care and 
attention. A creative Ad can make 
your brand stand out but it is also 
necessary to make Ads that have 
moral storytelling, this targets the 
consumer's moral aspects.
With the help of these tips, you will 
be able to form a powerful 
marketing campaign for your 
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brand. So get creative and get 
going!
Tha
nks!
Any questions?
You can find me at:
⊹ https://strategysoda.com/ 
⊹ [email protected]
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