Ambush marketing is a marketing tactic where Company A hijacks the marketing campaign of Company B in order to steal attention. It was introduced in the 1980s and can be direct, aiming to deceive audiences, or indirect, taking advantage of another brand's event or marketing. While it can be cost effective and creative, ambush marketing has cons such as having a negative connotation, diminishing sponsor value, and possibly being unethical or illegal depending on the approach.

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 :