Effectiveness of Surrogate Advertisements among Viewers

Abstract

Thestudy attempted to identify the factors influencing the effect of surrogate advertisements in the minds of the viewers. It also identified the association between the demographic profiles of viewers and the impact of surrogate advertisement. So many works have been done in surrogate advertisements whereas surrogate advertisements with respect to viewer’s opinion is very few especially in the Indian context.The study would empower the publicizing offices to comprehend and make innovative ads with the mix of the considerable number of components that would be received by the viewers. The research was descriptive in nature. The impact on viewers’ perception of surrogate commercials in the market was identified. In order to learn how the viewers’, perceive this study subject a questionnaire was created. It comprised of 20 statements to gauge the impact of the surrogate ads on viewers. Based on the cross-sectional sampling method, the non-probability sampling technique was applied. The survey was conducted using google forms and 300 samples were collected from June 2019 – Sep 2019. Various statistical tools like FactorAnalysis, One-way Analysis of Variance, Correlation Analysis and Garrett Ranking analysis were applied. The product manufacturers have to comprehend the needs of the viewers based on the personal profile of the users which may illuminate the client’s inclination in choosing the purchasing choice of any product. It will likewise be useful for other related bodies to understand the viewers’ preference and user’s psychology as far as receiving the message from the advertisements successfully. In viewers’ perception surrogate ads are informative and having entertainment element.