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Available DataTASK ATASK BTASK ATASK BAgeGenderCompletion Time# incorrectAgeGenderCompletion Time# incorrectAgeGenderCompletion Time# incorrectAgeGenderCompletion Time# incorrectFA20M724FA20F1282SA56F1252SA63M1050JR21M1341MM34M1955HRB17M1260HRB16M1400E.B21M800E.B23M840RB20M472RB24M920MC21M410MC16F642SC25F26813SC16F2252EC21F2180EC21F2390EC18M1002EC21F1377EC18M1002EC21F1377DC21F2832DC20M1944JC21F1030JC21F1180KD18M2261KD18M860AD19F2322AD21M2593MO21F1381MO21F1304MF23F72.8713MF23F105.39ML22F1320ML21F881L.L.20F1760L.L.21F1491K.L.17F821K.L.24M1712AM16F732AM17F1401JO22M3074JO23F1650RE19F1074RE19F1530KP21F853KP24M1480MP19M1352MP21F145.24GR19M901GR19M730RR20M680RR19F1810JS17F736JS19F862Correlation between completion time and ageCorrelation between completion time and age0.0787334874-0.061782893 Scatter plot of Time & Age 20 56 21 17 21 20 21 25 21 18 18 21 21 18 19 21 23 22 20 17 16 22 19 21 19 19 20 17 72 125 134 126 80 47 41 268 218 100 100 283 103 226 232 138 72.87 132 176 82 73 307 107 85 135 90 68 73 Age in years Completion times in milliseconds Scatterplot of Time & Age 20 63 34 16 23 24 16 16 21 21 21 20 21 18 21 21 23 21 21 24 17 23 19 24 21 19 19 19 128 105 195 140 84 92 64 225 239 137 137 194 118 86 259 130 105.3 88 149 171 140 165 153 148 145.19999999999999 73 181 86 Age in years Completion times in milliseconds T-test CalculationsTASK ATASK BCompletion TimeCompletion TimeXX²XX²72518412816384125156251051102513417956195380251261587614019600806400847056472209928464411681644096268718242255062521847524239571211001000013718769100100001371876928380089194376361031060911813924226510768673962325382425967081138190441301690072.875310.0369105.311088.091321742488774417630976149222018267241712924173532914019600307942491652722510711449153234098572251482190413518225145.221083.0490810073532968462418132761735329867396000000000000000000000000ΣXΣX²ΣXΣX²3693.87633885.03693937.5621852.13Input this information into the T Test tutorial worksheet… Correlation AnalysisVariable AVariable B112233Pearson Product Moment correlationStandard Deviation Sample A44ERROR:#DIV/0!ERROR:#DIV/0!5566Degrees of FreedomStandard Deviation Sample B77-2ERROR:#DIV/0!88991010111112121313141415151616171718181919202021212222232324242525INSTRUCTIONS2626Copy and paste the data that you intend to analyze in to the Variable A & B columns. You can see the patterns in the scatterplot above.27272828292930303131323233333434MMXIV©MRSIII353536363737383839394040414142424343444445454646474748484949505051515252535354545555565657575858595960606161626263636464656566666767686869697070Variable AVariable B Scatterplot of Correlation Data Variable B SAMPLE A (X-Axis) SAMPLE B (Y-Axis) Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010 © Datamonitor. This brief is a licensed product and is not to be photocopied Page 1 DATAMONITOR VIEW CATALYST Dutch alcohol brand Bavaria Beer sparked a major debate in marketing circ ...Available DataTASK ATASK BTASK ATASK BAgeGenderCompletion Time# in.docx

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Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010 © Datamonitor. This brief is a licensed product and is not to be photocopied Page 1 DATAMONITOR VIEW CATALYST Dutch alcohol brand Bavaria Beer sparked a major debate in marketing circles as a result of its attempted ambush of official sponsor Budweiser during the 2010 FIFA World Cup in South Africa. While some within the industry have criticized the strategy for its perceived unfairness and insincerity, others are praising its creativity and effectiveness. This case study investigates the concept of ambush marketing by focusing on the recent World Cup example, but also reflects on how select companies that have historically used it effectively or ineffectively. SUMMARY • Bavaria Beer’s ambush of Budweiser during the early stages of the 2010 FIFA World Cup was initially thought to be largely unsuccessful in that it was spotted by event organizers, who removed and punished the participants. However, the subsequent media interest and criticism of FIFA’s handling of the situation resulted in Bavaria Beer receiving a tremendous boost in profile around the world, transforming the move into a big success. • Global-scale sporting events are often the prize target for ambushers. The sheer money that is involved in such events makes them highly lucrative to be affiliated with. Over time, organizers have become savvier to the attempts of ambushers to generate buzz without paying for official sponsorship deals. However, there have still been recent examples of creative ways of circumnavigating restrictions. • Although ambush marketing leads to positive outcomes when successfully executed, the perceived lack of ethics that surround the practice, certainly in some circles, makes it a risky strategy. Ambushes can lead to bad publicity, alienation among powerful bodies, and are sometimes subject to aggressive counter-measures which can potentially damage the brand image severely. The risk/reward conundrum means that companies must consider all the possible outcomes (both positive and negative) before embracing these tactics. CASE STUDIES Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile Understanding how and why brands look to ambush events Reference Code: CSCM0326 Publication Date: July 2010 Ambush Marketing Case Study Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010 © Datamonitor. This brief is a licensed product and is not to be photocopied Page 2 ANALYSIS What is ambush marketing? When embracing ambush marketing a brand attempts to attach itself to an event without paying official sponsorship rights. Certain requirements must be adhered to (usually the avoidance of using specific terms and slogans in marketing), but if executed correctly.Ambush Marketing Case Study successfully leveraging hig.docx

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Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010 © Datamonitor. This brief is a licensed product and is not to be photocopied Page 1 DATAMONITOR VIEW CATALYST Dutch alcohol brand Bavaria Beer sparked a major debate in marketing circles as a result of its attempted ambush of official sponsor Budweiser during the 2010 FIFA World Cup in South Africa. While some within the industry have criticized the strategy for its perceived unfairness and insincerity, others are praising its creativity and effectiveness. This case study investigates the concept of ambush marketing by focusing on the recent World Cup example, but also reflects on how select companies that have historically used it effectively or ineffectively. SUMMARY • Bavaria Beer’s ambush of Budweiser during the early stages of the 2010 FIFA World Cup was initially thought to be largely unsuccessful in that it was spotted by event organizers, who removed and punished the participants. However, the subsequent media interest and criticism of FIFA’s handling of the situation resulted in Bavaria Beer receiving a tremendous boost in profile around the world, transforming the move into a big success. • Global-scale sporting events are often the prize target for ambushers. The sheer money that is involved in such events makes them highly lucrative to be affiliated with. Over time, organizers have become savvier to the attempts of ambushers to generate buzz without paying for official sponsorship deals. However, there have still been recent examples of creative ways of circumnavigating restrictions. • Although ambush marketing leads to positive outcomes when successfully executed, the perceived lack of ethics that surround the practice, certainly in some circles, makes it a risky strategy. Ambushes can lead to bad publicity, alienation among powerful bodies, and are sometimes subject to aggressive counter-measures which can potentially damage the brand image severely. The risk/reward conundrum means that companies must consider all the possible outcomes (both positive and negative) before embracing these tactics. CASE STUDIES Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile Understanding how and why brands look to ambush events Reference Code: CSCM0326 Publication Date: July 2010 Ambush Marketing Case Study Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010 © Datamonitor. This brief is a licensed product and is not to be photocopied Page 2 ANALYSIS What is ambush marketing? When embracing ambush marketing a brand attempts to attach itself to an event without paying official sponsorship rights. Certain requirements must be adhered to (usually the avoidance of using specific terms and slogans in marketing), but if executed correctly.Ambush Marketing Case Study successfully leveraging hig.docx

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