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    Ambush Marketing

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    sharmaishan
    Ambush marketing refers to marketing strategies where advertisers associate themselves with an event without paying sponsorship fees. There are different types of ambush marketing strategies: Direct ambush marketing involves predatory tactics like intentionally attacking rival sponsors or improperly using intellectual property. Indirect ambush uses distractive tactics like promotional activities near events without referencing the event. Incidental ambush can occur unintentionally through media coverage of nonsponsors. Some events have created anti-ambush laws but ambush marketing still exists as brands will find ways to promote themselves during popular events.

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    Ambush Marketing

    Uploaded by

    sharmaishan
    75 views16 pages
    Ambush marketing refers to marketing strategies where advertisers associate themselves with an event without paying sponsorship fees. There are different types of ambush marketing strategies: Direct ambush marketing involves predatory tactics like intentionally attacking rival sponsors or improperly using intellectual property. Indirect ambush uses distractive tactics like promotional activities near events without referencing the event. Incidental ambush can occur unintentionally through media coverage of nonsponsors. Some events have created anti-ambush laws but ambush marketing still exists as brands will find ways to promote themselves during popular events.

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    Ambush marketing refers to marketing strategies where advertisers associate themselves with an event without paying sponsorship fees. There are different types of ambush marketing strategies: Direct ambush marketing involves predatory tactics like intentionally attacking rival sponsors or improperly using intellectual property. Indirect ambush uses distractive tactics like promotional activities near events without referencing the event. Incidental ambush can occur unintentionally through media coverage of nonsponsors. Some events have created anti-ambush laws but ambush marketing still exists as brands will find ways to promote themselves during popular events.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    75 views16 pages

    Ambush Marketing

    Uploaded by

    sharmaishan
    Ambush marketing refers to marketing strategies where advertisers associate themselves with an event without paying sponsorship fees. There are different types of ambush marketing strategies: Direct ambush marketing involves predatory tactics like intentionally attacking rival sponsors or improperly using intellectual property. Indirect ambush uses distractive tactics like promotional activities near events without referencing the event. Incidental ambush can occur unintentionally through media coverage of nonsponsors. Some events have created anti-ambush laws but ambush marketing still exists as brands will find ways to promote themselves during popular events.

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    AMBUSH MARKETING Ishan Sharma (9)

    WE MAY HAVE SEEN

    What is Ambush Marketing?


    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. It can also refers to the practice of appearing to align a brand with an event for which that brand has not paid for the right to be a sponsor.

    Mr. Jerry Welsch

    OLYMPICS 1984

    Direct Ambush Marketing


    Predatory Ambushing: Intentionally attacking the rivals official sponsorship in an effort to gain market share & to confuse customers as to who is the official sponsor. Property Infringement: The intentional unauthorized use of protected intellectual property. Such properties can include logos of teams & events, or making unauthorized references to tournaments, teams or athletes, words & symbols.

    Direct Ambush Marketing


    Coattail Ambushing: The attempt by a brand to directly associate itself with a event by using a legitimate link other than becoming an official sponsor.

    Indirect Ambush Marketing


    Distractive Ambushing: Setting up promotional presence at or near the event without making specific reference to the event itself. Insurgent Ambushing: The use of surprise streetstyle promotions. Parallel Property Ambushing: The creation or sponsorship of an event or property that is somehow related to ambush target and competes with it for publics attention.

    Incidental Ambushing
    Unintentional Ambushing: Sometimes media coverage will mention equipment or clothing used by an athlete, or a company that is providing service in support of an event. Saturation Ambushing: Saturation ambushers increase their advertising and marketing at the time of an event, but make no reference to the event itself and avoid any associative imagery or suggestion.

    Some More of Ambushing

    Anti Ambush Laws


    Any squad member that knowingly or unknowingly breaches the squad terms may face sanctions ranging from financial penalties through to being excluded from continued participation in the event. - ICC Brand Protection Guidelines. - London Olympics 2012 (IOC)

    Conclusion
    Ambush Marketing does not stop at brands competing only with the commercial sponsors of a sporting event, it goes beyond that. Like it or not, ambush marketing exists & is happening.
    Any brand that wants to make noise will make it, irrespective of whether its competing with any brand or not.

    THANK YOU!!

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