Chap008[1] - Concept of Ambush Marketing Concept*Defined as...

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Concept of Ambush Marketing Concept of Ambush Marketing *Defined as: a Promotional Strategy Whereby a Nonsponsor Attempts to Capitalize on the Popularity/Prestige of a Property by Giving the False Impression that It Is a Sponsor *Often Used by Competitors of the Property’s Official (Actual) Sponsors Parasite Marketing Parasite Marketing *A Parasite Attaches Itself to an Unwilling Host and Takes Nourishment From It *An Ambush Marketer Attempts to Attach Itself to a Valuable Property and Extract Benefits from that Perceived Attachment Piracy Piracy *Infringements on the Intellectual Property Rights of the Event or Property (e.g. Using an Event’s Trademarks and Logos without Permission to Do So) *Making an Overt Claim to Be Officially Associated with the Event or Property When Such an Association Does Not Exist Piracy Versus Ambushing *Piracy Is Illegal *Ambush Marketing Is Legal in Most Countries *Ambushing Represents an Ethical Dilemma for the Marketer Why Ambush? Why Ambush? *High Cost of Rights Fees *It Has Been Shown to Work *Consumers Not Offended by Ambushers *Attitude Within Industry May Be Changing *Category Exclusivity May Prevent Company from Being an Official Sponsor Ambush Marketing Strategies Ambush Marketing Strategies *Sponsor Media Coverage of the Event *Sponsor Subcategories *Make Sponsorship-Related Contribution to the Players’ Pool Ambush Marketing Strategies Ambush Marketing Strategies *Purchase Advertising Time During the Broadcast Replay *Engage in Advertising to Coincide with the Timing of the Event *Use Other Dilution Strategies Sponsor Media Coverage
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