Ambush Marketing

Topics: Marketing, Types of marketing, Advertising Pages: 22 (7470 words) Published: April 23, 2011
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] * |

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] -------------------------------------------------

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 to the property/event that is legitimate but does not involve financial sponsorship. * Ambushing via trademark/likeness infringement: The intentional unauthorized use of protected intellectual property. Such properties can include the logos of teams or events, or making use of unauthorized references to tournaments, teams or athletes, words and symbols. * Ambushing "by degree": Marketing activities by an official sponsor above and beyond what has been agreed on in the sponsorship contract. For example, an "ambush by degree" of a sports event may involve a sponsor's handing out free promotional T-shirts without the permission of the sports league supervising the event. That sponsor may have already covered the stadium with its signs, or the sports league or participating teams may have made an earlier agreement – perhaps even an exclusive one – to let a different sponsor hand out shirts. In either case, ambush by degree clutters the available marketing space; takes advantage of the participating teams and supervising league to a greater extent than they permitted; and dilutes the brand exposure of official sponsors, including the other promotional efforts of the ambushing company (hence the alternative term "self-ambushing"). "Indirect" ambush marketing

* Ambushing "by association": The use of imagery or terminology not protected by intellectual-property laws to create an illusion that an organization has links to a sporting event or property — This form differs from direct "coattail" ambushing in that there exists no legitimate connection between the event/property and from direct ambush by infringement in that the sponsored event/property has no property rights in the images and/or words that create the illusion. * Values-based ambushing: Tailoring by a non-sponsor of its marketing practices to appeal to the same values or involve the same themes as do the event and/or its promotion, such that audiences attracted to the event or its marketing will...
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