Apr 3, 2011

What is Ambush Marketing

Ambush marketing as a situation in which a company or product is the advertising value of a great event without the event by sponsoring fund drive. This is a marketing campaign, which took place at an event, but not to the payment of a fee to sponsor the event. It occurs when a company has evidence of an event as a sponsor and a rival to the room of the mind through devious means sponsor. Ambush marketing is when companies pass themselves off as official sponsors, they are not looking. Most displays are performed at major sporting events.

It is a concept that the actions of companies looking for employees with a sponsored event without paying the organizer described. or most important events afford a stamp for the exclusive and official sponsor of the event in a specific category or categories, and this exclusivity creates a problem for one or more other brands. The ambush is to highlight the impression to consumers that the thief is somehow tied to the event. Ambush marketing can some or most of the benefits of a legitimate, paid for the sponsorship to a relatively low cost.

Ambush marketing can be divided into two classes.

1. Direct ambush marketing. In 1994 FIFA World Cup MasterCard received exclusive rights to use the World Cup logo, but a competitor Sprint Communications logo used without permission. It is the direct attack, but may be protected by law.

2. Indirect Ambush Marketing. More indirect means of ambush marketing can include sponsorship of the transmission part of the event, sponsorship etc. sub-major event

It would be pertinent to consider why exactly this sponsorship as part of their marketing programs, because it will help explain the impact of ambush marketing.

Audience Awareness: When people can afford to relax their information more quickly. This allows the brand message effectively deep into the psyche of consumers.

Image: sponsorship led to the improvement of brand image by association with a high-level event.

Targeting segment: sponsorship, marketing their target consumers in an effective and relevant. So when Mercedes Benz wants to reach CEOs, can be done effectively by sponsoring a golf tournament than advertising on television.

Other options: Sometimes, companies have no other way to reach the masses through government restrictions on advertising, etc. (for example, many tobacco companies and alcohol can not apply directly).

PR: Finally, have the opportunity to sponsor high visibility and to get free PR.

Ambush marketing is defined as a marketing strategy Cast consumer's mind space for an event. What Ambush marketing is not, try something sneaky to take advantage of properties of grants without having to pay higher taxes. The decision to sponsor the marketing is really a question of whether the sponsorship, as is currently offered is really profitable.
Successful strategies for ambush feeding poorly thought incapable of sponsorship and sponsors in respect of ambush marketing to make the natural result of healthy competition and the effect of distance sponsored useful properties, not least for eradicate a successful ambush, over time, not the rate of sponsorship.

1 comment:

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