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Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
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Issue 3 draft 2.0

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Ambush Marketing

Ambush Marketing

Published in: Business, Sports
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  • 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, without payment being made for an official sponsorship.
    Not a guerilla,viral or stealth.
    It is an aerial advertising.
    Well planned effort.
    Used commonly at worldwide sporting organisations.
    Trading of the good will be without being an official sponsor.
    Also called “parasitic” marketing.
  • Sponsor the Broadcast of the Event
    Sponsor Subcategories within the Event
    Purchasing Advertising Time Around Relays of the Competitor’s Event
    Engage in Major Non-sponsorship Promotions
    Pourage Agreements
    Corporate Hospitality and Ticketing

  • คลิป Coca Cola 29 วิ
  • คลิป Pepsi Messi 36 วิ
  • Transcript

    • 1. Ambush Marketing ‘A free ride’
    • 2. What is Ambush Marketing ?
    • 3. • A promotion tactic designed to associate a product with a particular event without payment being made for an official sponsorship.
    • 4. Ambush Marketing Strategies
    • 5. - Sponsor the Broadcast, Subcategories of the Event - Purchasing Advertising Time Around Relays of the Competitor’s Event. - Engage in Major Non- sponsorship Promotions - Pourage Agreements - Corporate Hospitality and Ticketing
    • 6. Reason to Use
    • 7. Fighting Program To avoid the cost of paying expensive sponsorship fees while gaining the benefits of associating with a sports property at the expense of the sponsor.
    • 8. Ambushing Examples ‘Remaining 46 days’ ‘June 11, 2010’
    • 9. Who are the Ambushing Brand in WC’10 ?
    • 10. Protecting from Ambushing
    • 11. The official sponsor should; - Focus on effectively exploiting and leveraging its purchased association with the sports property. - Sponsoring both the event and the broadcast. - There should be detailed sponsorships contracts & the special laws to protect main sponsors. - To introduce anti-ambush marketing campaigns.
    • 12. Anti-Ambush Marketing

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