ambush marketing

1. Ambush marketing

2. Presented by,
Athira.V
Sreelekshmi Mohan
TOPIC : AMBUSH MARKETING

3. INTRODUCTION
A promotion tactic
designed to associate a
company ,product, or
service with a particular
event ,or to attract the
attention of people
attending the event ,with
out payment being made
for an official sponsorship.

4. OBJECTIVES
• Study the concept of
ambush marketing.
• To analyses few
examples on ambush
marketing.
• To understand ethical
issue in ambush
marketing.

5. WHAT IS AMBUSH MARKETING?
• It is an aerial of advertising
• Well planned effort
• Used commonly at world wide spoting organization
• Trading of the good will be without being an official
sponsor.
• Also called parasitic marketing

6. EVOLUTION OF AMBUSH MARKETING.
• The first noticed moment- 1992 Olympic history
• MJ (a Nike icon) Covered the Reebok logo with The American flag

7. TWO WAYS OF AMBUSH MARKETİNG
1. Direct Ambush Marketing: In 1994 football world cup,
MasterCard received exclusive rights for using world cup
logo, but a rival Sprints Communication used the logo
without permission. This is direct attack but can be defended
by laws.
2. Indirect Ambush Marketing: Several ways indirect
ambush marketing can take place like sponsoring the
broadcast of the event, sponsoring subcategories of the major
event etc.

8. Direct
Ambush
marketing
Predatory
Ambushing
Coattail
Ambushing
Property
Ambushing
Self Ambushing

9. Indirect
Ambush
marketing
Associate
Ambushing
Distraction
Ambushing
values
Ambushing
Insurgent
Ambushing
Parallel
Property
Ambushing

10. Famous "ambush marketing"
 1984 SummerOlympics; Kodak sponsorsTV broadcasts of the games
as well as the US track team even though Fujifilm is the official
sponsor
 1992 SummerOlympics in Barcelona; Nike sponsors press
conferences with the US basketball team despite Reebok being the
official sponsor. During ceremonies, the players covered their Reebok
logos.
 1994Winter Olympics; American Express sponsors the games despite
Visa being the official sponsor

11. Famous "ambush marketing“(c)
 1996 CricketWorld Cup; Pepsi ran a series of advertisements titled
"Nothing official about it" targeting the official sponsor Coca Cola.
 1998World Cup; Nike sponsored a number of teams competing in the
Cup despite Adidas being the official sponsor.

12. AMBUSH ADVERTISING STRATEGIES
• SUPPORT MEDIA SCOPE OF AN OCCASION
• The purported "ambusher" supports certain media scope of an
occasion and accesses the media gathering of people, normally much
bigger than the on location group of lookers; this adventures a
flawlessly true blue sponsorship opportunity
• EG:Fuji versus Kodak case in the 1984 Los Angeles Olympics is maybe
the most praised legitimate trap.

13. • ARRANGEMENT PUBLICIZINGTHAT AGREES WITHTHE
SUPPORTED OCCASION.
• The ambusher can execute publicizing that is timed to agree with the
supporter's occasion.
• Themed publicizing
• Traditional publicizing

14. ETHICAL
ISSUES
• subverts the integrity of an event and its
ability to entice future sponsors.
• Ambushers create confusion among
consumers, for that reason, negating the
official sponsors’
• where does the law stand in such cases of
ambush marketing?
• It does not involve infringement or
illegal use of trademarks or symbols
• virtual necessity in modern competitive
business practice

15. CONCLUSION
• Impossible to completely stop ambush marketing.
• Event is hit most with the ambush marketing
• The ambushed cannot be compensated.
• Proper legislation should come for the protection of the
official sponsor .

16. REFERENCE
• "Ambush Marketing — A Threat to Corporate Sponsorship." MIT
Sloan Management Review RSS. Web. 14 Feb. 2017.
• Young, N. (n.d.). How Nike pulled off brilliant ambush marketing in
the Olympics. from http://www.thedrum.com/news/2012/08/2 2/how-
nike-pulled-brilliant-ambush-marketing-olympics
• Payne, M. (1998). Ambush marketing: The undeserved advantage.
Psychology and Marketing Psychol. Mark.,15(4), 323-331.
• Ambush marketing: Immoral and unethical-or justifiable?