ambush final

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Presented By:- Prosenjeeta Neog (F34/330)

Transcript of ambush final

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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

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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

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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

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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)