Loss On Advertising Other Products Of The Some Company?
advertisement of liquor and tobacco products is banned in india, but companies still advertise their brand name by launching other products like
-kingfisher mineral water by kingfisher
- royal challenge golf accessories
-smirn off cassettes and cds
so i want to know do they really earn profit by advertising these products in prime time on all big challenge or is this just a marketing strategy to advertise their main line products.
It is because of ban on advertising for some products directly, like liquor & tobacco. These supporting prodcuts are called as ' surrogate prodcuts' . Most of the companies want to achieve TOM (top of the mind ) recall, irrespective of their specific brands.
Let us ltake Example of Kingfisher which you have mentioned. Kingfisher's TOM recall is highest in the beer category, the surrogate prodcut i.e. mineral water helps only in generating awareness and TOM recall for kingfisher brand. The aspiration value has been enhanced after the launch of kingfisher airlines.
So it is a fact that it does not help in generating some additional profits by advt these surrogate brands it just helps to generate awareness. To evine it more 95% it helps in generating awareness about the brand and rest 5% sales.
the society must grow up and allow AD in any manner till it does not incite ordinary people.
References :
acsman123
12 Mar 10 at 5:21 am
Yes, they earn a very good profit.
In South Carolina, United States, you cannot advertise liquor.
So years ago, stores that sell liquor all decided to put up a big sign with a red dot. Now everyone knows that a store with a red dot sign sells liquor.
Advertise any way you can. If you have a product they want, the public will figure it out soon enough.
References :
32 years in advertising
Jeffrey W
12 Mar 10 at 5:41 am
It is because of ban on advertising for some products directly, like liquor & tobacco. These supporting prodcuts are called as ‘ surrogate prodcuts’ . Most of the companies want to achieve TOM (top of the mind ) recall, irrespective of their specific brands.
Let us ltake Example of Kingfisher which you have mentioned. Kingfisher’s TOM recall is highest in the beer category, the surrogate prodcut i.e. mineral water helps only in generating awareness and TOM recall for kingfisher brand. The aspiration value has been enhanced after the launch of kingfisher airlines.
So it is a fact that it does not help in generating some additional profits by advt these surrogate brands it just helps to generate awareness. To evine it more 95% it helps in generating awareness about the brand and rest 5% sales.
References :
crazee_fellow
12 Mar 10 at 5:51 am