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 GENERATION-Y PERCEPTION TOWARDS SCALED DOWN AND SURROGATE ADVERTISING: ALCOHOLIC BEVERAGES


    Author(s):  HARINADH KARIMIKONDA, SUNEELSANKALA  
Abstract

Surrogate advertising, is a way to get around the ban on direct advertising of alcohol and cigarette products was in turn banned by the government which led brands find newer, more innovative ways to promote their products and make them visible to the aam junta, because, yes, obviously they do have to reach out to the masses since they have a product to sell. Surrogate publicizing is a structure of promoting which may be used to advertise items even though There is a ban on Tobacco products advertisements namely Cigarettes, Pan Masala, Chewed Tobacco, Gutka and beedi directly or indirectly. The present study identified with the objectives based on demographical variables (Gender , Income, Occupation) especially on Generation – Y perceptual gap between scale down and surrogate advertising of alcoholic beverages. The findings of the present research is Gender and Income has effect on the perception but occupation does not have effect on the scaled down and surrogate advertisements and moreover Generation – Y does not have perceptual effect on scaled down and surrogate advertisements.


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