36884517 ambush marketing
Post on 05-Apr-2018
220 Views
Preview:
TRANSCRIPT
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 3/23
A deliberate attempt by an organization toassociate itself with an event (often a sportingevent) in order to gain some of the benefits
associated with being an official sponsor without incurring the costs of sponsorship.
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 5/23
1984 Olympics;
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 6/23
1994 Winter Olympics;
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 7/23
1996 Atlanta Olympics;
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 8/23
1998 FIFA World Cup;
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 9/23
2006 FIFA World Cup;
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 11/23
In 1996, Coke paid a fortune for the official
sponsor of the World Cup. Rival Pepsipromptly launched a massive advertisingblitz, based on the catch-line (Not Official)
The Pepsi campaign captured publicimagination & Coke being the official sponsor,lost out.
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 12/23
For 2011 Rugby World Cup & 2015 Cricket World Cup, New Zealand to combat ambush
marketing (Sports Minister Trevor Mallard). The London Olympic Games and Paralympic
Games Act 2006-provisions to restrict ambushadvertising at 2012 Summer Olympics
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 13/23
Ambush marketing can arise in the followingtangential actions:
Placement of competitive advertising on Media-first break on TV or cover of the event magazine.
Organize contests to send consumers to theevent.
Sponsoring contestants (Teams or individualparticipants)
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 14/23
Placement of hoarding or booths at strategiclocations during the event.
Promotional items using the mascots/ Logosof the events.
Commercial time on TV shows or specials
during or before the event.
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 15/23
Escalating (almost prohibitive) prices
Distressing imagery of sports & scandals
Increasing marketing competition Clutter in sponsorship
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 16/23
Non sponsors & ambushers gain by intrusionactivities advertising their marks, goods
and/or services to massive audiences,potentially attacking new markets orcommercial segments.
Also benefit from association of the public orthe teams and sportsmen participating.
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 17/23
Coca Cola launched its C2 refreshment by
sponsoring 8 cars-Pepsi 400 at DaytonaSpeedway. Inside, Pepsi signs but outside,Coca Cola placed stands and banners.
Olympic games, Nike handed the publicat the venue’s entrance, paper flags withNike logo, captured by the TV cameras indespair of Reebok(the official sponsor).
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 18/23
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 19/23
Organizers always promise and sponsors expectto have :
unique publicity and/or promotionalpossibilities
grant of exclusivity to official sponsors is amust
official event’s marks, logos, symbols andother forms of official designations.
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 20/23
Trademark registrations
ad hoc legislations-European Sponsorship
Association (ESA). Intellectual Property (IP) protection
Placing ads in the media
Sending letters to the competitors Sponsoring the transmissions of the event etc
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 21/23
Ambush Marketing - A marketing strategy occupying consumer mind space for an event.
Not an attempt to take advantage of sponsored properties without paying theassociated fees.
7/31/2019 36884517 Ambush Marketing
http://slidepdf.com/reader/full/36884517-ambush-marketing 22/23
The marketing decision is about whethersponsorship is really commercially viable.
It is the natural result of healthy competition& has the long-range effect of makingsponsored properties more valuable
top related