Ambush Marketing
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Ambush marketing
From Wikipedia, the free encyclopedia
Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.[1] The Macmillan English Dictionary defines ambush marketing as a marketing strategy in which a competing brand connects itself with a major sporting event without paying sponsorship fee.[2] According to McCarthy, ambush marketing is a type of marketing by a company that is not an official sponsor of an event, but which places advertisements using the event, to induce customers to pay attention to the advertisement.[3]From a theoretical perspective, ambush marketing refers to a company's attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association with it, without the authorization or consent of the necessary parties.[4] * |
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History
The word "ambush" as used in the expression ambush marketing, means "an attack from a hidden position" and is derived from the old French verb embuschier, having the meaning "to place in a wood."[5]The term "ambush marketing" was coined by the famous marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for the American Express Company in the 1980s.[6]
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Types of ambush marketing
"Direct" ambush marketing * "Predatory" ambushing: Intentional false claims to official sponsorship by a non-sponsor and/or intentional false denial by a non-sponsor concerning a market competitor's official sponsorship, in each case with the intent to confuse consumers and gain market share from the competing official sponsor. * "Coattail" ambushing: The attempt by a brand to directly associate itself with a property or event by "playing up" a connection
Ambush marketing
From Wikipedia, the free encyclopedia
Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.[1] The Macmillan English Dictionary defines ambush marketing as a marketing strategy in which a competing brand connects itself with a major sporting event without paying sponsorship fee.[2] According to McCarthy, ambush marketing is a type of marketing by a company that is not an official sponsor of an event, but which places advertisements using the event, to induce customers to pay attention to the advertisement.[3]From a theoretical perspective, ambush marketing refers to a company's attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association with it, without the authorization or consent of the necessary parties.[4] * |
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History
The word "ambush" as used in the expression ambush marketing, means "an attack from a hidden position" and is derived from the old French verb embuschier, having the meaning "to place in a wood."[5]The term "ambush marketing" was coined by the famous marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for the American Express Company in the 1980s.[6]
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Types of ambush marketing
"Direct" ambush marketing * "Predatory" ambushing: Intentional false claims to official sponsorship by a non-sponsor and/or intentional false denial by a non-sponsor concerning a market competitor's official sponsorship, in each case with the intent to confuse consumers and gain market share from the competing official sponsor. * "Coattail" ambushing: The attempt by a brand to directly associate itself with a property or event by "playing up" a connection