3. INTRODUCTION
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 ,with
out payment being made
for an official sponsorship.
4. OBJECTIVES
• Study the concept of
ambush marketing.
• To analyses few
examples on ambush
marketing.
• To understand ethical
issue in ambush
marketing.
5. WHAT IS AMBUSH MARKETING?
• It is an aerial of advertising
• Well planned effort
• Used commonly at world wide spoting organization
• Trading of the good will be without being an official
sponsor.
• Also called parasitic marketing
6. EVOLUTION OF AMBUSH MARKETING.
• The first noticed moment- 1992 Olympic history
• MJ (a Nike icon) Covered the Reebok logo with The American flag
7. TWO WAYS OF AMBUSH MARKETİNG
1. Direct Ambush Marketing: In 1994 football world cup,
MasterCard received exclusive rights for using world cup
logo, but a rival Sprints Communication used the logo
without permission. This is direct attack but can be defended
by laws.
2. Indirect Ambush Marketing: Several ways indirect
ambush marketing can take place like sponsoring the
broadcast of the event, sponsoring subcategories of the major
event etc.
10. Famous "ambush marketing"
1984 SummerOlympics; Kodak sponsorsTV broadcasts of the games
as well as the US track team even though Fujifilm is the official
sponsor
1992 SummerOlympics in Barcelona; Nike sponsors press
conferences with the US basketball team despite Reebok being the
official sponsor. During ceremonies, the players covered their Reebok
logos.
1994Winter Olympics; American Express sponsors the games despite
Visa being the official sponsor
11. Famous "ambush marketing“(c)
1996 CricketWorld Cup; Pepsi ran a series of advertisements titled
"Nothing official about it" targeting the official sponsor Coca Cola.
1998World Cup; Nike sponsored a number of teams competing in the
Cup despite Adidas being the official sponsor.
12. AMBUSH ADVERTISING STRATEGIES
• SUPPORT MEDIA SCOPE OF AN OCCASION
• The purported "ambusher" supports certain media scope of an
occasion and accesses the media gathering of people, normally much
bigger than the on location group of lookers; this adventures a
flawlessly true blue sponsorship opportunity
• EG:Fuji versus Kodak case in the 1984 Los Angeles Olympics is maybe
the most praised legitimate trap.
13. • ARRANGEMENT PUBLICIZINGTHAT AGREES WITHTHE
SUPPORTED OCCASION.
• The ambusher can execute publicizing that is timed to agree with the
supporter's occasion.
• Themed publicizing
• Traditional publicizing
14. ETHICAL
ISSUES
• subverts the integrity of an event and its
ability to entice future sponsors.
• Ambushers create confusion among
consumers, for that reason, negating the
official sponsors’
• where does the law stand in such cases of
ambush marketing?
• It does not involve infringement or
illegal use of trademarks or symbols
• virtual necessity in modern competitive
business practice
15. CONCLUSION
• Impossible to completely stop ambush marketing.
• Event is hit most with the ambush marketing
• The ambushed cannot be compensated.
• Proper legislation should come for the protection of the
official sponsor .
16. REFERENCE
• "Ambush Marketing — A Threat to Corporate Sponsorship." MIT
Sloan Management Review RSS. Web. 14 Feb. 2017.
• Young, N. (n.d.). How Nike pulled off brilliant ambush marketing in
the Olympics. from http://www.thedrum.com/news/2012/08/2 2/how-
nike-pulled-brilliant-ambush-marketing-olympics
• Payne, M. (1998). Ambush marketing: The undeserved advantage.
Psychology and Marketing Psychol. Mark.,15(4), 323-331.
• Ambush marketing: Immoral and unethical-or justifiable?