Transcript
Presented By:- Prosenjeeta Neog (F34/330)
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What is ambush???
Sudden
attack
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What is Ambush Marketing ?
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Marketing and promotional activities that seek an association with a sponsored event without the authorization or consent of the
organizer of the event or sponsor without paying for it.
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It is also called “Parasite Marketing”
Term first coined by marketing expert Jerry Welsh at American express
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How Ambush Marketing Is Done???Purchase advertising time on television
before ,during and after the event
Erecting billboards near the eventGiving away free tickets to the events prizes
in an advertising campaignDistributing free merchandise at or near the
eventBy erecting billboards just nearby their
competitors to counter them
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Types of ambush marketing..
PREDATORY AMBUSHING
COATTAIL AMBUSHING
PROPERTY OR TRADEMARK
INFRINGEMENT
SELF AMBUSHING
PREDATORY AMBUSHING SELF AMBUSHINGDistribution of free Carlsberg T-Shirts in UEFA 2008
EXAMPLES
In 1994 Olympics Official Sponsor Visa Was Outraged When Amex Aired A Commercial With The Tagline- “If Your Travelling To Norway ,You’ll Need A passport, but You Don’t Need A Visa.”
Vs
EXAMPLESCoattial Ambush
MarketingInfringement of Trademark
Ambush marketing
Athlete Lindford Christie In ATLANTA OLYMPICS
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EFFECTS OF AMBUSH MARKETING
INCREASING COST OF SPONSORSHIP
EFFECT ON EVENT ORGANISERS
EFFECT ON CONSUMERS
PROS & CONS OF AMBUSH MARKETING
PROS Ambush marketing can be
incredibly cheap, and a great way to get your brand seen.
It makes ordinary content more exciting. In isolation, you wonder what’s so ‘talk-worthy’ about the individual pieces of work.
Both the brands and their companies get lots of free media.
When there is an increase in competition the prices go down.
CONS It decreases commercial value of
the event
It creates unhealthy competitive environment
It may adversely effect the funding of the event as it will be beneficial for the company to be an ambusher.
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By Prosenjeeta Neog (F34/330)
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