LegalIssue&EpisodeonOlympic_HanYangUniv[1]._08.09.08.

LegalIssue&EpisodeonOlympic_HanYangUniv[1]._08.09.08...

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2008. 9. 8. 2008. 9. 8. 한양대학교 체육대학 특강
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Contents Contents ± Introduction Introduction ± Ambush Marketing Ambush Marketing Background Background Categorization and Strategies Categorization and Strategies Tackling Ambush Marketing Tackling Ambush Marketing Limits of Ambush Marketing Limits of Ambush Marketing ± Background Background Case Case
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Li-ning case Ambush Marketing Handball case CAS and Reviewing Decisions of Jury Introduction Introduction
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± a planned effort (campaign) by an organization to associate a planned effort (campaign) by an organization to associate themselves indirectly with an event in order to gain at leas themselves indirectly with an event in order to gain at leas t some t some of the recognition and benefits that are associated with of the recognition and benefits that are associated with being an official sponsor being an official sponsor (Sandler and Shani ) Marketing Practice Legal Issue Factor 계획된 의도적 활동 제품 및 서비스의 판매촉진 목적 이벤트의 명성· 인기에 편승 Parasite Marketing Guerilla Marketing Ambush Marketing Background Background
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Background Background Sponsoring ☞Dona t ion과의비교 ☞ 후원사의 독점적 권리 ☞ the Objectives followed by Sponsors : Marketing objectives Corporate objectives TV Broadcast and Sport Organization ☞ Sponsorship is the second financial resource of sports organizations ※ Revenues Sources IOC : 2001-2004, 53:34:11:2(%) (IOC) FIFA: 2006 W., 58:24(%) (FIFA 2006 Financial statements) ☞ the Progressive liberalization of the TV market
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Background Background ☞ Who created the reputation and value of the event ☞ Whether recognition in the public comes from the mere association
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LegalIssue&EpisodeonOlympic_HanYangUniv[1]._08.09.08...

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