Ambush Marketing, its history with examples

1. AMBUSH
MARKETING
SUBMITTED BY:
KUNAL SIPANI
MRIGANKA DAS
UJJAL GOGOI
PAWAN PANCHARYA

2. ABOUT
Ambush Marketing ?
 Marketing tactic
 Company A hijacks the marketing campaign of
Company B
 Steal the spotlight
 Introduced in the early 80s by Jerry Welsh - head
marketing strategist of American Express’
 Well planned
 Clever, cheeky, hilarious, witty wordplay.
 Goes beyond Company’s established guidelines.

3. TYPES
Types of Ambush Marketing
1. Direct Ambush Marketing :
 Deceive the audience.
 an all-out attack to attack.
2. Indirect Marketing :
 indirect advantage of the marketing efforts of
another brand
 intention is not to attack the other brand or steal its
shine, but
 gain some exposure from the event or marketing
efforts of the other brand.

4. PROS
PROS AND CONS
PROS :
 Cost effective.
 Creative ways of marketing
 Creates more competition among companies – good
for customers
 Memorable and Entertaining

5. CONS
CONS :
 ‘Ambush’ – negative connotation
 diminishes the value of the actual sponsorships and
brands who invest
 Unethical : sneaky and less honest
 Brutal for small local business

6. LEGALITY
LEGAL OR ILLEGAL ?
 a controversial practice
 heated debate
 depends on the approach used by the ambush
marketer
 can be sued under trademark infringement laws

7. CONCLUSION
Conclusion :