Ambush Marketing Essay 2

AUTHOR: Ms Namrata Singh(Faculty of Management)

ABSTRACT
Ambush means to hit from back & ambush marketing is a strategy adopted by advertisers to connect or involve themselves with a particular event without making any payment. In this the company wants to take advantage of the event’s image. It is generally used during sporting events like World Cup, Olympics, Common Wealth games. It has a great impact on both the actual sponsors & the consumers.   For the actual sponsor it has increased the sponsorship fee & the major concern is the effect on sales resulting from event. Consumers have nothing to do with the sponsorship & they use to buy which is available to them. It is an unethical (profiteering) way of marketing & proper actions should be taken to combat this. This research paper will help to fight this unethical practice.

INTRODUCTION
Ambush marketing: The word ambush has been derived from a French verb embuschier, having the meaning "to place in a wood”. It means to attack from a concealed position. 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.

Ambush marketing is also known as parasitic marketing. It is a marketing strategy adopted by advertisers to connect or involve themselves with a particular event especially sports event without making any payment for the sponsorship. According to Townley et al (1998), "ambush marketing consists in the sports context of the unauthorized association by businesses of their names, brands, products or services with a sports event or competition through any one of a wide range of marketing activities; unauthorized in the sense that the controller of the commercial rights in such events, usually the relevant governing body, has neither sanctioned nor licensed the association, either itself or through commercial agents"

The purpose of this research paper is to find... [continues]

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