Studienleistung - Guerilla Marketing - Ambient - Ambush - Sensation
Ambush marketing
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Transcript of Ambush marketing
WHAT IF SOMEBODY CRACK DOWN YOUR WELL DEVELOP PLAN WITHIN A MINUTE??
An attack from Hidden Position
BUSH
AM
INTRODUCTION
“A form of parasite, feeding off the goodwill and value of the organization, they are trying to deceive the public into believing they support. Like leeches, they suck the lifeblood and goodwill out of the institution.”
(Michael Payne, Former Marketing Director, IOC)
Origin
French verb embuschier"ambush marketing”
-Jerry Welsh (1980s).
Ambush MarketingEVENT
pay sponsorship fee BRAND A (Sponsor)
associate themselves w/o
paying
BRAND B (Non-Sponsor/
Ambusher)
Ambush marketing: HUL's last-minute surprise foxes P&G
Ever wonder who the official sponsors of the World Cup are?
If your answer is Nike and Pepsi, it is apparent that you’re under the spell of ambush marketing.
AMBUSH
MARKETING
Meaning of ambush
"an attack from a hidden position"
What is it????
advertisers associate themselves with capitalizing on a particular
event without paying any sponsorship fee.
Types"Direct" ambush marketing”
during the Heineken, UEFA European championships, 2008, Heineken in an effort to ambush Carlsberg’s official sponsorship.
"Indirect" ambush marketing” The Open Championship, 2008, Bentley set up a line-up of the Bentley cars outside Hill side Golf club which is adjacent to the Royal
Birkdale "Incidental” ambush marketing” Speedo earned a considerable attention from media as result of success of swimmers wearing LZR racer swimsuits. This portrayed Speedo as official sponsor of the Beijing Games thus creating confusion in the market.
Impacts
Increasing cost of sponsorships
Transgression on the intellectual property rights
Abided Laws
Copyright Law
The Emblems and Names (Prevention of Improper Use) Act
Evidences
Remarkable Indian acts
All is fair in love and war, so
Thank you!!