This document discusses ambush marketing, which is when a company promotes itself in association with a major event without being an official sponsor. It provides examples of how ambush marketing is done through advertising, merchandise, and sponsoring related entities. While it increases brand awareness without high sponsorship costs, ambush marketing decreases the commercial value of events and creates an unhealthy competitive environment. The document also outlines career prospects for those with ambush marketing skills in fields like social media marketing and market research.

1. AMBUSH
MARKETING
Tanya

2. INTRODUCTION
• ‘It is the unauthorized association
of a business or organization with
the marketing of a particular event-
gaining benefit for the marketing
right or licensing fee applicable in
order to be associated with an
event, such as sporting event’. -
Jerry Welsh
Do you remember when
Nike sponsored the 1996
Olympics? Well, they didn't.
You probably remember
Michael Johnson's gold
shoes more than Reebok's
official sponsorship.

3. HOW IS IT DONE ?
• Purchase advertising time on television before, during and after an event.
• Erecting billboards near the event.
• Using planes to fly their banners overhead or handing out free merchandise, like
caps or T-shirts, at or near the event so that spectators who are picked up by
television cameras become walking billboards.
• Giving away free tickets to the event as prizes in an advertising campaign.
• Sponsoring individual teams or athletes instead of the event itself; even sponsoring
the city where the event is held.

4. Ambush Marketing
Advantages
• Advantage of a major event to
increase brand awareness while not
spending the money to be a
sponsor.
• Increase in competition : when
there is an increase in competition
the prices go down.
Disadvantages
• It decreases the commercial value
of the event.
• It creates unhealthy competitive
environment.
• It may adversely effect the funding
of the event as it will be beneficial
for the company to be an ambusher
instead of roping huge amounts of
sponsorship.

5. TYPES OF AMBUSH MARKETING
Direct
• Direct ambush marketing is an
approach where a brand works
aggressively to associate itself with
an event or property, when that
brand has not purchased rights as
the official sponsor.
Indirect
• Indirect ambush marketing, on the
other hand, doesn’t force the
association, but seeks to align a
brand through suggestion or
reference to an event or property.

6. PROTECTING FROM AMBUSING
• The sponsor should focus on effectively exploiting and leveraging its purchased
association with the sports property.
• Sponsoring both the event and the broadcast of the event.
• There should be detailed sponsorships contracts.
• There are special laws introduced for major events and Olympic Games to protect
main sponsors.
• Official sponsors can sometimes bring pressure to bear on the event owners to
introduce anti-ambush marketing campaigns.

7. EXAMPLES OF AMBUSH
MARKETING

8. Snap deal ambushes Flipkart’s
Billion day thunder; as Amazon
is left amazed
 But in October 2015, competition among the rivals moved
to another level.
 The brand biggies were not only present on the front page
of leading dailies in India, but were also creatively trolling
each other with witty content.
 But the one that stole the show was Snapdeal with its
creativity and wit as they released a clever ad campaign by
taking a dig at both its rivals – Flipkart and Amazon.
 The full-page ad appeared in The Times of India’s third
page, which read ‘ You don’t need a BILLION offers to
amaze you. You just need to snap the best ones. For
the best offers this Diwali, shop only on Snapdeal’.

10. CAREER PROSPECTS
• Many young companies, especially
those considered “lean start-ups,”
engage ambush marketing strategies.
There are also marketing firms that
contract with other companies in order
to stage ambush campaigns. Therefore,
there are more than a few options
available to those who desire to
employ ambush-marketing skills.
• Social Media Marketing Specialist
Median Pay: $52,090
Top Earners: $95,200
• Social Media Marketing Manager
Median Pay: $91,810
Top Earners: $166,400
• Market Research Analyst
Median Pay: $60,570
Top Earners: $111,440
(Source: U.S. Bureau of Labor Statistics)

11. CONCLUSION
• If an ambusher's primary objective is to create confusion and uncertainty in
the minds of consumers as to who officially sponsors an event and draw
some of the favourable attitude or opinion afforded to sponsors to
themselves, then allowing ambushers to communicate their message
accomplishes this goal.
• Any subsequent actions by sponsors or organizers must then serve to deter
future efforts or to restore the sponsor's original status or position,
objectives which have been largely unsuccessful to date. Given consumers'
previously stated apathetic opinion towards ambushing