Note This sample paper is responding to the question How .docx

Note: This sample paper is responding to the question: “How
would a sudden end to immigration affect the U.S.’s economy
and culture?”
LING 281
December 13th, 2017
Paper #3
The Consequences of A Sudden End to US immigration
Immigration is the act of moving from a country to another
country for a variety of reasons such as political, social,
environmental or economical reasons. Usually, the purpose of
immigration is for a person to increase his chances of having a
better life. Today, the United States is considered to have one of
the highest number of immigrants in the world, if not the
highest, with a number that accounts for about 13.5 percent of
its population (US Immigrant... ,Camarota & Zeigler, 2017).
Regardless of the negative effects some legal or illegal
immigrants might bring, an end to immigration in the United
States would cause a significant negative impact on both its
economy and culture. The presence of immigrants in the United
States is crucial in healthcare, agriculture and cultural
influence, where what they provide is way more beneficial than
harmful.
With the aging of the baby boomer generation, the United States
will most likely face a serious problem within the upcoming
years in healthcare. The baby boomer generation is the
generation brought up after World War II. The baby boomer, the
biggest generation in US history, are mostly going into their
senior years and/or on the edge of retirement. Although family
members usually take care of their own elderly, but in this case,

new generations are getting smaller compared to the baby
boomer. A high demand on caregivers will show up within the
next few years which means more workforce will be needed in
home healthcare. Immigrants represent about one quarter of the
working hands in home healthcare. With the huge number of
immigrants that work in this field, it seems like they’re the
perfect solution to rescue this American generation. According
to Ted Hesson in an article titled, “Why Baby Boomers Need
Immigrants”, he states, “There’s a reason foreign-born workers
take so many home health jobs: they’re low-paid, low-skilled
and increasingly plentiful.” (2017) A sudden stop to
immigration would not only affect immigrants, but it also means
that a lot of Americans will suffer from it since they have to pay
more for such services. it could be okay for some people to pay
more money, while it could seem impossible to some who are
living on a paycheck to paycheck. Hesson also stated that “The
number of home health aide positions will increase 38 percent
by 2024. That puts it among the top five fastest-growing U.S.
occupations.” (2017) Looking at the fact that there will be a
huge increase in demand for care takers, it’s clear how
significant the role immigrants could fill and how a stop to
immigration would negatively influence the US in healthcare.
Moreover, the help provided by immigrants to the medical field
is not only restricted to home healthcare, but is also clear in the
development of a number of effective natural treating and
healing systems, such as, acupressure and acupuncture ( 4
Ways.., Kumar, Rohit, 2013). First, acupressure, it is a
developed chinese therapy that helps in improving the blood
flow, increasing energy and releasing stress in the body. The
way it works is by putting pressure on specific body points that
follows curtain patterns to help with the energy to flow through
them. The flow of energy in these patterns would promote some
sort of a relaxation feeling and a release of stress. Second,
acupuncture, it is also a chinese developed therapy, very similar
to acupressure, that manipulates the energy flow in the body.
The way it works and its result is not very different from

acupressure since It also uses the same specific body points.
The difference is that instead of putting pressure on these
points, thin needles would be inserted to the body on these
exact points. It is mostly used for pain relief in different parts
of the body. These two types of therapy are just some out of
many therapy techniques that were brought to the US and
they’ve shown high effectiveness ( 4 Ways.., Kumar, Rohit,
2013). These are just two out of many other therapy techniques
that the United States benefited economically and culturally
from. Such techniques might’ve never been practiced in the US
if immigration wasn’t legalized.
Economic contributions comes first when it comes to
immigrants, disregarding how they affect Americans culturally
in different ways such as: deepening the understanding of
spirituality, traditional cuisines. The United States has the
highest number of immigrants, who came from all around the
world in different ethnicities and races. According to Rohit
Kumar “Meditation, yoga, and qigong — the ancient Eastern
arts for connecting with the soul — are taught throughout
America. These are rich cultural practices that Asian
immigrants helped to bring from their homelands.” (2013) They
come from different cultures that have taught us a lot in the
past, for instance, the way we learned from them to have a
better understanding of spirituality. Both the Bible and East
Asian teachings have their own individual unique way with a
similar spiritual goal. Learning from them would give
Americans a better understanding of other religions and
spirituality (Kumar, 2013). Furthermore, one more effect
immigrants had on Americans was teaching them about proper
diets by bringing traditional cuisines. As Kumar stated,
“Traditional cuisines are complete systems for eating that give a
person the full spectrum of nutrition needed to thrive.” (2013)
The majority of these cuisines focus on having meals full of
nutritions that mostly consists of vegetables and good fats.
Proper dietary helps reducing the chances of having diseases
such as: diabetes. Exchanging knowledge with immigrants is

one of the ways that helped the US develop culturally.
Immigrants contribute a great deal to the agricultural field,
farming in specific. According to an article titled “Expelling
Immigrant Workers May Also Send Away the Work They Do”
by Eduardo Porter “These days, over one-quarter of the
farmhands in the United States are immigrants working here
illegally” (2017). This shows the importance of immigrant
working hands in farming and how denying them of a chance for
a better life would shake the farming workforce. Moreover, the
farming methods American-born farmers mostly use include
chemicals, which is the reason why we have to pay more for
anything organic. Rohit Kumar, in an article that he wrote,
titled “4 Ways Immigrant Cultural Wisdom Is Inspiring
America”, says “There’s a word for organic farming in most
other countries: farming”(2013). Farming is growing crops
naturally, which is the case in most countries where they avoid
the use of chemicals. Some countries were able to maintain very
rare food cultivating methods that goes back to centuries. Any
immigrant with a such knowledge should be considered
important and would be of a great help to the field ( 4 Ways..,
Kumar, 2013). These are two out of several reasons on why not
it’s only important but a crucial part immigrants are
economically and culturally.
Finally, it is clear that immigrants play a significant role
in both the economics and culture of the United states.
Healthcare, agriculture and cultural influence are three out of
several fields that helped the US in boosting its economy and
culture. A sudden end to immigration would affect the United
States negatively causing a huge impact on its economy and
culture. The fact that Americans have learned from immigrants
something helpful in mostly every single field, should not be
taken for granted, but they should be treated better and equal.

Works Cited
Camarota, Steven A. and Zeigler, Karen. “U.S. Immigrant
Population Hit Record 43.7 Million in 2016.” Center for
Immigration Studies. Oct. 2017. https://cis.org/Report/US-
Immigrant-Population-Hit-Record-437-Million-
2016.
Hesson, Ted. “Why baby boomers need immigrants.” Politico.
25 Oc. 2017.
https://www.politico.com/agenda/story/2017/10/25/immigr
ants-caretaker-workforce-000556
Kumar, Rohit. “4 Ways Immigrant Cultural Wisdom is Inspiring
America.” HuffPost News. Oath Inc. 21 May 2013.
https://www.huffingtonpost.com/rohit-kumar/4-ways-
immigrant-cultural_b_2926214.html

Porter, Eduardo. “Expelling Immigrant Workers May Also Send
Away the Work They Do.” New York Times. 24 Oct.2017.
https://www.nytimes.com/2017/10/24/business/economy/immigr
ation-jobs.html?emc=eta1&_r=0
Paper 3 – Argument Synthesis
For your third paper in this class, write an argument synthesis
responding to the following prompt:
The readings for this unit discuss the concept of false
stories posing as legitimate journalism. In your papers, discuss
the major reasons why people believe and share false stories.
Write an argument synthesis with the information available in
the assigned articles and construct your essay to answer the
question:
“What are the main reasons people believe false stories posing
as legitimate journalism and what can an
individual do to prevent believing and sharing false stories?”
Use four sources (listed below) and one additional piece of
research that you locate to support your argument.
Your audience is professors/students in a 4-year university;
assume they have not read the texts. The length of the paper
will be 1000 words. The format is double-spaced, 12-point
Times New Roman font, one-inch margins, MLA style.
Successful papers will:
· Include an effective introduction that gives a general overview
of the topic and your project. This will need to include a

definition of “false stories posing as legitimate journalism” and
this topic’s context.
· Have a thesis statement that indicates the main idea of the
essay, which is “What are the main reasons people believe false
stories posing as legitimate journalism and what can an
individual do to prevent believing and sharing false stories?”
· Be organized around the issues found in the assigned readings.
· Include effective body paragraphs that clearly state each issue
and provide information with evidence from the assigned
readings.
· Use persuasive appeals (logic, character/credibility, emotion)
to influence your reader.
· Include a conclusion that restates the main points and explains
the importance of the issue; why is it significant? What might
be the consequence of not paying attention to your argument?
· Read the sample paper and rubric before your writing.
Assigned readings: All of these recordings, videos, and articles
you need read is in the following.
Bennett, Bo. "Confirmation Bias." YouTube. YouTube, 29 Mar.
2014. Web. 21 Jan. 2017.
https://www.youtube.com/watch?v=B_YkdMwEO
Domonoske, Camila. "Students Have 'Dismaying' Inability To
Tell Fake News From Real, Study Finds." NPR. NPR, 23
Nov. 2016. Web. 21 Jan. 2017.
http://www.npr.org/sections/thetwoway/2016/11/23/503129818/
study-finds-
students-have-dismaying-inability-to-tell-fake-news-from-real

Eberhart, George. “Media Literacy in an Age of Fake News”
American Libraries. Magazine 1 Nov. 2019.
Web.https://americanlibrariesmagazine.org/2019/11/01/media-
literacy-in-an-age-of-fake-news/
Maheshwari, Sapna. "How Fake News Goes Viral: A Case
Study." The New York Times.
20 Nov. 2016. Web. 20 Jan. 2017. https://nyti.ms/2k1AjO8
Martin, Michel. “Misinformation around the Coronavirus”
https://www.npr.org/2020/03/14/815916424/misinformation-
around-the-coronavirus NPR. NPR, 14 March 2020. (4:54)
Mudde, Cas. “Why the hysteria around the 'fake news epidemic'
is a distraction” The Guardian. 7 Feb. 2018.Web.
https://www.theguardian.com/commentisfree/2018/feb/07/hyster
ia-fake-news-epidemic-distraction
Pariser, Eli. "Beware online "filter bubbles"." Eli Pariser:
Beware online "filter bubbles" | TED Talk | TED.com. N.p.,
Mar. 2011. Web. 11 Jan. 2017.
https://www.ted.com/talks/eli_pariser_beware_online_filter_bub
bles (8:57)
Steinmetz, Katy. “How Your Brain Tricks You Into Believing
Fake News” Time. 9, Aug. 2019. Web.
https://time.com/5362183/the-real-fake-news-crisis/

Ambush Marketing Case Study: successfully leveraging high-
profile events to raise brand profile CSCM0326/ Published
07/2010
© Datamonitor. This brief is a licensed product and is not to be
photocopied Page 1
DATAMONITOR VIEW
CATALYST
Dutch alcohol brand Bavaria Beer sparked a major debate in
marketing circles as a result of its attempted ambush of
official sponsor Budweiser during the 2010 FIFA World Cup in
South Africa. While some within the industry have criticized
the strategy for its perceived unfairness and insincerity, others
are praising its creativity and effectiveness. This case study
investigates the concept of ambush marketing by focusing on
the recent World Cup example, but also reflects on how
select companies that have historically used it effectively or
ineffectively.
SUMMARY
• Bavaria Beer’s ambush of Budweiser during the early stages
of the 2010 FIFA World Cup was initially thought to
be largely unsuccessful in that it was spotted by event
organizers, who removed and punished the participants.
However, the subsequent media interest and criticism of FIFA’s

handling of the situation resulted in Bavaria Beer
receiving a tremendous boost in profile around the world,
transforming the move into a big success.
• Global-scale sporting events are often the prize target for
ambushers. The sheer money that is involved in such
events makes them highly lucrative to be affiliated with. Over
time, organizers have become savvier to the
attempts of ambushers to generate buzz without paying for
official sponsorship deals. However, there have still
been recent examples of creative ways of circumnavigating
restrictions.
• Although ambush marketing leads to positive outcomes when
successfully executed, the perceived lack of ethics
that surround the practice, certainly in some circles, makes it a
risky strategy. Ambushes can lead to bad
publicity, alienation among powerful bodies, and are sometimes
subject to aggressive counter-measures which
can potentially damage the brand image severely. The
risk/reward conundrum means that companies must
consider all the possible outcomes (both positive and negative)
before embracing these tactics.
CASE STUDIES
Ambush Marketing Case Study:

successfully leveraging high-profile
events to raise brand profile
Understanding how and why brands look to ambush events
Reference Code: CSCM0326
Publication Date: July 2010
Ambush Marketing Case Study
07/2010
photocopied Page 2
ANALYSIS
What is ambush marketing?
When embracing ambush marketing a brand attempts to attach
itself to an event without paying official sponsorship rights.
Certain requirements must be adhered to (usually the avoidance
of using specific terms and slogans in marketing), but if
executed correctly the practice is entirely legal. However,
ambush marketing poses certain ethical and moral questions
which could potentially have a negative effect on a company or
brand’s image/reputation.

Figure 1 outlines a definition of ambush marketing, as well as a
comparison with similar—and sometimes confused—
marketing approaches (guerilla and host-parasite marketing).
All have their associated advantages and disadvantages, but
it is ambush marketing which provides the focus for this
particular case study.
Figure 1: Definitions of ambush, guerilla and host-parasite
marketing
Type of marketing Definition
Amb ush
A de li berate attem pt by an organ iza tio n to a ssocia te itse
lf with a n
eve nt ( often a sp orting event) in or der t o gain som e of the
bene fits
asso ciated with bei ng an off icial sponsor wi thou t in curri ng
th e costs o f
sp onsorship. For example by a dve rt ising during broa dcasts
of th e
eve nt.
Gueril la
The s trate gy of targe ting sm all a nd speciali zed cu sto me
r groups in
su ch a way that bigg er com panies wil l no t fi nd it worthwh
ile to
re taliate .
H ost-p arasite

Wher e one b usine ss uses an other t o gen er ate sales throu
gh a
re ferr al/re ferr al fee rel ationshi p.
Source: Datamonitor analysis, adapted from the Chartered
Institute of Marketing D A T A M O N I T O R
Although the terms sound like they have negative connotations,
they are all legitimate marketing practices which can be
extremely effective. It is ambush marketing though that requires
the most attention, both from a legal standpoint and to
ensure that it works effectively.
According to Prof. Simon Chadwick and Andrew Burton
(published in the Center for the International Business of Sport,
2009) there are several different types of ambush marketing
which fall under two distinct groupings, as summarized by
Figure 2 below. The ‘direct ambush’ activities are closer to
being (or, in some cases, are actually) illegal. They are
generally
the more forceful and impactful forms of marketing but carry
the most risk as well. This demonstrates how there are a large
number of subtleties when it comes to ambush marketing.
Although there are more ways of carrying out an indirect
ambush, they are generally less effective in terms of being
noticed. Distractive ambushing, for example, relies on

consumers drawing a parallel with something completely
unrelated, which is far from guaranteed. Other types, such as
incidental or unintentional ambushes are relatively rare and
cannot be relied upon to generate publicity given this fact.
Direct ambushes, on the other hand, carry more risk but can also
be considerably more rewarding.
07/2010
photocopied Page 3
Figure 2: There are several different types of ambush
marketing, which can either be classified as direct or
indirect
DIRECT AMBUSH ACTIVITIES
Property Infringement – the intentional
unauthorized use of protected intellectual
property
Coattail Ambushing – the attempt by a brand to
directly associate itself with a property or event

by using a legitimate link other than becoming an
official sponsor of the property or event.
Predatory Ambushing – intentionally attacking
a rival’s official sponsorship in an effort to gain
market share and to confuse consumers as to
who the official sponsor is
Self-Ambushing – marketing activities by an
official sponsor above and beyond what has
been agreed on in the sponsorship contract
Associative Ambushing – the use of imagery or
terminology to create an allusion that an
organization has links to a sporting event or
property
INDIRECT AMBUSHES
Distractive Ambushing – setting up a
promotional presence at or near an event without
making specific reference to the event itself
Values Ambushing – the use of an event or
property’s central value or theme to imply an
association with the property in the mind of the
consumer
Insurgent Ambushing – the use of surprise
street-style promotions at or near an event
Parallel Property Ambushing – the creation or
sponsorship of an event or property that is
somehow related to the ambush target and
competes with it for the public’s attention
Incidental Ambushing – when consumers think

that a brand is a sponsor or is associated with an
event or property without any attempt on the
brand’s part to establish such a connection
Unintentional Ambushing – sometimes media
coverage will mention equipment or clothing
used by an athlete, or a company that is
providing a service in support of an event
Saturation Ambushing – saturation ambushers
increase their advertising and marketing at the
time of an event, but make no reference to the
event itself and avoid any associative imagery or
suggestion
Source: adapted from Chadwick and Burton, MIT Sloan D A T
A M O N I T O R
Bavaria Beer’s ambush at the 2010 FIFA World Cup sparked a
renewed debate about the
relative merits and morals of ambush marketing
On June 14 2010, Bavaria Beer was accused of initiating an
ambush during the FIFA World Cup soccer match between
Denmark and the brand’s home country of the Netherlands.
Mid-way through the game, 36 female members of the crowd
were ejected by FIFA security (FIFA is the governing body of
world soccer), with the FIFA citing “a clear ambush marketing
activity by a Dutch brewery company”. The crowd members
were all models, dressed in identical orange dresses which

were part of a gift pack offered by Bavaria Beer. Although the
company had made efforts to ensure that the dresses were
07/2010
photocopied Page 4
recognized in association with the beer (Sylvia van der Vaart,
wife of the prominent Dutch soccer star Rafael, was
approached to model the dress to raise brand awareness) the
ambush itself was likely to be low-key until the ensuing
controversy elevated the stunt to an issue reported worldwide
across all media platforms.
FIFA was criticized for its handling of the situation, going so
far as to arrest two of the participants for their role in
orchestrating the ambush. Many felt that the punishment was
too severe, but FIFA insisted with some justification that it
was going to necessary lengths possible to protect the interests
of its official sponsors. Ironically, the heavy-handedness of
the actions taken by FIFA has probably guaranteed the brand far
more exposure than if they had allowed the ambush to

continue unpunished. As far as organizing bodies are concerned,
this highlights the importance of judging the
appropriateness of a response. Successful ambushes are by their
very nature difficult to defend against, so there must be a
high degree of consideration regarding how the media and
general public will respond to the defense.
Figure 3: Bavaria Beer hired models to wear clothing
identifiable with the brand at a World Cup soccer game
Source: Datamonitor analysis D A T A M O N I T O R
This was not the first time Bavaria Beer ambushed the FIFA
World Cup. In June 2006, the brand gave out free branded
orange lederhosen to around 1,000 Dutch fans to wear at a game
between the Netherlands and Ivory Coast. The fans were
not allowed into the stadium wearing the lederhosen, and
instead were forced to watch in their underwear. The fact that
ambushes have occurred at consecutive events heightens
anticipation about what the brand might do next time (in 2014,
when the World Cup is to be held in Brazil). This kind of
elevated interest/anticipation in a brands’ activities give it a
stronger platform to generate added exposure (and possibly
sales), which only serves to highlight the attraction of

embracing ambush marketing.
07/2010
photocopied Page 5
Ambushing is an enticing option to companies given its
potential to be extremely effective
at a far lower cost than paying for official endorsement
privileges
The primary goal of ambush marketing is to increase brand
awareness. Unlike guerilla marketing, where careful placement
usually has only a modest effect on brand awareness, the large-
scale targets of ambush marketers facilitate opportunities
to expose a brand to a wide (global) audience.
Major sporting events such as the Olympic Games and FIFA
World Cup are billion dollar occasions. According to
sponsorship experts IEG, the 2010 FIFA World Cup will
generate circa $1.6bn in sponsorship revenue. Major sponsors

such as Adidas and Visa have paid around $350m to be official
affiliates, while Sony has also signed a deal worth in
excess of $300m. Such enormous figures emphasize how
potentially lucrative effective marketing can be when associated
with such popular attractions. It is therefore inevitable that
these types of events are most at risk of ambush when the
rewards can be so great.
Beer sales peak during a World Cup due to the communal
element of viewing games and the fact that soccer mostly
appeals to the male demographic (which tends to favor beer as
its choice of alcoholic beverage). It is therefore easy to see
why Bavaria Beer has attempted to ambush its rivals on this
stage. Highlighting this, UK supermarket chain ASDA reported
that it expected a 37% increase in beer sales during the month-
long tournament. The first match involving England saw 12
million pints of beer sold, according to the British Beer and Pub
Association. UK Retailer Marks & Spencer announced that
sales of its own-brand beer had doubled during a World Cup
promotion. Meanwhile, in the home nation of South Africa,
SABMiller’s beer sales exceeded expectations, selling 130,000
hectoliters more than it could expect during a normal June-
July sales period. This was 30,000 hectoliters more than
anticipated, equating to an additional 44m 340ml beers.
Japanese

brewer Kirin anticipated a 4% increase in total sales as a result
of the competition, while South Korean retailers GS25 and
Bokwang Family Mart have both reported a doubling of sales
following the participation of their team.
Figure 4 below showcases the influence of branding in the
alcoholic drinks industry. When asked as part of Datamonitor’s
2009 consumer survey, global respondents ranked ‘brand name’
second, behind only ‘price’ in terms of perceived influence
on product choice. In total, two-fifths (40%) of consumers
worldwide felt that brand name had either a ‘high’ or ‘very
high’
influence on their alcohol consumption choices, while a further
39% stated it had a ‘medium’ amount of influence.
Interestingly, in the immediate aftermath of the ambush, the
brand’s website Bavaria.com, which was little-visited outside of
its core markets, was the fifth most visited beer website
according to Experian Hitwise.
07/2010

photocopied Page 6
Figure 4: The importance of strong branding is highlighted by
the influence that it carries when consumers
are purchasing alcoholic beverages
Please tell us how much influence the following factors have in
your alcoholic beverage
choice (global response)
42% 40% 38%
30%
18% 17%
11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Pr
ice
Br
an

d
He
alt
h
Co
nv
en
ien
ce
Et
hic
s/s
us
tai
na
bil
ity
Ha
bit
Pa
ck
ag
ing
%

o
f
re
sp
o
nd
en
ts
High or very high influence
Source: Datamonitor Consumer Survey, April/May 2009 D A T
A M O N I T O R
However, consumers are expressing advertising fatigue and
ambush marketing can
exacerbate this
Companies must also bear in mind that consumers are becoming
increasingly fatigued with, and skeptical regarding, what
is often perceived as too much advertising. Quite simply, many
companies relentlessly push brands across multiple
channels/touchpoints and this can frustrate consumers, as
illustrated by Datamonitor consumer survey fieldwork in recent
years. Figure 5 below shows how consumers in a selection of
major markets view the sheer quantity of advertising. In each

country, more than two-thirds of respondents agreed on some
level with the statement “there is too much advertising
today”. Generally speaking, consumers are more likely to
‘strongly agree’ than ‘tend to agree’, especially in 2008. In
2010,
consumers across all markets have been slightly less likely to
agree with the statement, and there has also been an
apparent softening of attitudes. While this does suggest that
advertisers are becoming more discreet, the results arguably
reflect a society that is no longer surprised by the amount of
advertising it is exposed to and has grown more accustomed
to it. Nevertheless, it is still the majority of individuals in a
given country that are expressing negative sentiment towards
the
amount of advertising they are exposed too. Given that ambush
marketing is criticized for being more insincere, this
negative sentiment could be exacerbated by a poorly executed
ambush. After all, a majority of consumers believe they are
already over-exposed to commercial messages even before
companies attempt to ambush a form of advertising that is
already generally perceived to be credible.
Other research highlights there is at least a reasonable degree of
trust in brand sponsorships. In April 2009, Nielsen
revealed that 64% of global respondents either ’somewhat’ or
‘completely’ trusted this type of advertising/marketing.

07/2010
photocopied Page 7
Figure 5: An overwhelming majority of citizens across countries
and territories believe that there is too
much advertising today, although the intensity of this
perception has declined since 2008
QUESTION: To what extent do you agree or disagree with the
following statements? There is
too much advertising today
40% 34%
66%
55% 50%
41%
50%
40%
53%

34% 35%
25%
36%
28%
39%
41%
24%
31% 38%
37%
32%
36%
27%
38% 38%
41%
36%
40%
0%
10%
20%
30%
40%
50%
60%
70%

80%
90%
100%
2008 2010 2008 2010 2008 2010 2008 2010 2008 2010 2008
2010 2008 2010
Australia Brazil China France Germany UK US
%
o
f r
es
p
o
nd
en
ts
Strongly agree Tend to agree
Source: Datamonitor Consumer Surveys, August 2008 & July
2010 D A T A M O N I T O R
Nike has made a habit of successfully ambushing rivals during
major sporting events
Sports manufacturer Nike has developed a reputation as the
most effective creator of ambush marketing, certainly among

high-profile brands. Most famously, the company was said to
have ambushed Reebok during the 1996 Olympic Games in
Atlanta. With sponsorship costs for the games at approximately
$50m, Nike chose not to spend on becoming a legitimate
endorser and instead concentrated on generating brand exposure
in other ways. Billboards around the city of Atlanta were
blanketed and a ‘Nike Village’ was constructed outside the
athletes’ ‘Olympic Village’.
Other examples of Nike seeking to usurp official sponsors
include convincing superstar basketball player Michael Jordan
to
cover his Reebok logo when accepting an Olympic gold medal,
and the creation of elaborate television advertisements to
accompany major sporting events. Figure 6 shows some
examples of the company’s ambush of the 2008 Beijing
Olympics.
The sports bag contains a logo reminiscent of an ‘8’, while the
host city name implies association with the event without
specifically mentioning it. The advertising campaign, entitled
‘Courage’, showed a number of athletes with inspirational
slogans including “everything you need is already inside”. The
company often rolls out extravagant television advertising
campaigns to coincide with major sporting events, often leaving
consumers feeling as though they are actually connected
to the event itself.

This type of ambushing is often successful for Nike. According
to the Nielsen Company, which measures how much brands
are being discussed online, Nike garnered the highest share of
online FIFA World Cup “buzz” before the 2010 tournament
07/2010
photocopied Page 8
(when looking at English language messages). The 30.2%
accumulated by the brand more than doubled the share of the
second-placed brand and FIFA World Cup official partner,
Adidas (14.4%). To contextualize this achievement, the next-
highest non-affiliated competitor was alcoholic drinks brand
Carlsberg, with a 3.9% share. However, as the tournament
progressed, the benefits of official sponsorship became more
apparent. On July 2 (three weeks after the first match)
Nielsen revealed that Adidas (25.1%) had overtaken Nike
(19.4%), although this was partially because the supposed poor
quality of the brand’s official soccer ball developed specifically

for the tournament was a topic of fierce debate for millions of
fans. The results suggest that early ambushes can be effective,
but the longer an event lasts the more an official affiliate
can capitalize on its advantageous position.
“As an avid watcher of the World Cup, unless the brand is
specifically displayed on the digital boarders around the soccer
field or mentioned to be "official sponsors" you would never
realize who isn't an office sponsor. Many people I speak with
don't even know Adidas is a sponsor and Nike is not. Is this
wrong and marketing in bad faith? Of course not. Nike has just
planned and devised a way better marketing campaign and you
can't blame them for that.”
Josip Petrusa, Canadian consumer, quoted on
BrandChannel.com, June 2010
Figure 6: Nike ambushed the Beijing Olympics, of which it was
not an official sponsor, with advertising
campaigns and associated merchandise
Source: Nike.com D A T A M O N I T O R
There are potential pitfalls to ambush marketing that must be
considered

The most appealing aspect of ambush marketing is undoubtedly
that it is a relatively cheap way of gaining exposure to an
audience that, for the most part, does not know or care about the
legitimacy of official ties to an event. If a company can
save tens of millions of dollars on sponsorship, then
investments can be directed elsewhere, such as into the actual
marketing used to usurp competitors.
07/2010
photocopied Page 9
However, if this were the case, no company would go to the
expense of securing a licensed agreement with an event or
organization. In the past few years, more efforts have been
made to protect the interests of official sponsors. One example
is banning competitors from purchasing billboard advertising
space in the host cities of major events (as Nike so
successfully did during the Atlanta Olympics in 1996). This
makes sense for the organizers, which rely on sponsorship to

fund the event itself, and for the sponsors, who want the
supposed exclusivity of an agreement to translate to unopposed
exposure to their audience.
Aside from having to deal with stronger defensive measures,
potential ambushers must also weigh up the repercussions of
their actions. While consumers may not be overly-concerned
about the ethicality of an ambush, it damages relationships
with powerful organizers, often beyond repair. Furthermore, the
subject of the ambush can retaliate with negative marketing
which can damage the image of both brands. This was the case
when Visa and American Express clashed during the
1980s and 90s regarding sponsorship of the Olympic Games.
American Express lost its place as official partner to the
Olympics after the 1984 Games in Los Angeles. A subsequent
attempt at ambushing ensured that the International
Olympic Committee (IOC) responded forcefully. A marketing
campaign in 1986 resulted in the IOC threatening to take out
full-page adverts in major publications criticizing the company.
Moreover, the IOC also claimed that famous Olympic
athletes and sports ministers from all regions would speak out
against American Express and publically cut up American
Express credit cards in front of the media. American Express
subsequently withdrew the campaign as a means of self-
preservation.

This scenario served as a learning experience, both for the
company and the marketing industry as a whole. Ambush
marketing needs to be forceful, but also retain a certain dignity
and subtlety. In 1992, American Express famously
ambushed Visa, this time at the Barcelona Olympics, with a
television and print advertising campaign advising travelers to
take a passport and American Express credit card to the
Barcelona ‘fun and games’, while adding “and remember, to
visit
Spain, you don’t need a visa”. The campaign is regarded as one
of the more memorable examples of ambush marketing in
the past couple of decades.
However, in 1994 American Express embarked upon one
ambush too many, with the result a backfire. Following the 1992
games, a truce was negotiated between American Express, Visa
and the IOC. Visa agreed to end its comparative
advertisements that it aired in retaliation to American Express’s
ambushing. Despite this agreement, American Express
attempted an ambush of the 1994 winter Olympics in
Lillehammer. Visa was therefore allowed to respond with more
negative advertising, the result being that American Express’s
reputation was significantly tarnished in the eyes of
consumers.

"If a brand manager asks you to practise ambush marketing
tools to achieve their marketing objectives consider if that is
the reputation you wish to have in the marketplace. How would
your stable of clients feel about this approach? Is there any
potential for lost business? ...solid marketers who have been in
the game for a while tend to have long memories."
Commando Marketing, Marketing Magazine, May 2005
07/2010
photocopied Page 10
“There is a weak-minded view that competitors have a moral
obligation to step back and allow an official sponsor to reap all
the benefits from a special event. They have not only a right,
but an obligation to shareholders to take advantage of such
events. All this talk about unethical ambushing is so much
intellectual rubbish and posturing by people who are sloppy

marketers.”
Jerry Walsh, former head of marketing at American Express,
quoted on SportsProMedia.com, June 2010
Conclusion: ambush marketing can be effective in gaining
publicity for a minimal outlay but
recent events have illustrated that there is still uncertainty as to
how best to approach it
• The aftermath of the Bavaria Beer incident is a timely
reminder that there is still not a textbook approach
to ambush marketing—either from the perspective of the
ambusher or the ambushed – for FIFA, it could
hardly have been expected that attempting to defend the
interests of its official partner would incrementally add
to the exposure of the ambusher. For Bavaria Beer, what would
have likely been intended to be a relatively
minor ambush has actually led to a major amount of exposure.
Overall, this is indicative of how Ambush
marketing remains far from an exact science.
• Brands have shown that employing a rational strategy creates
the potential for success – for Nike,
ambushing major sporting events has become a tradition, with
the company using expansive and extravagant
marketing promotions that tap into key themes and concepts.
The brand is adept at identifying what consumers

associate with sporting heroes and the events they compete in.
Notions such as ‘courage’ identify with Olympic
ideals, and this creates a better, more relevant ambush. For
Bavaria Beer, the use of orange clothing and
affiliation with a soccer player’s wife identified itself with the
Dutch soccer team in a positive manner.
• Treading into more negative forms of ambushing has proven
more dangerous, even for major brands –
falling foul of event organizers and competitors potentially
leaves a company open to retaliation. Ambushing,
when done correctly, is not illegal, but it does raise pertinent
moral and ethical questions which the ambusher
must be prepared to answer.
• Bavaria Beer has shown that it is possible for a smaller player
to successfully ambush a big rival during
a major event – historically, the ambushes most referred to are
the ones that had the highest profile on the
biggest stages. This therefore makes them a key target for the
most ambitious brands looking to usurp their
competitors to maximum effect.

07/2010
photocopied Page 11
APPENDIX
Case study series
This report forms part of Datamonitor's case studies series,
which explores business practices across a variety of
disciplines and business sectors. The series covers a range of
markets including food and drink, retail, banking and
insurance, pharmaceuticals and software.
Each case study provides a concise evaluation of a company that
stands out in some area of its strategic operations,
highlighting the ways in which the company has become one of
the best in its field or how it deals with different problems
encountered within that sector.
Methodology
This case study draws upon a mix of primary and secondary
research, including Datamonitor's Market Data Analytics

(MDA) database and the Product Launch Analytics (PLA)
database, alongside an extensive review of secondary literature
and other in-house sources of information. Data has also been
selectively extracted from the findings of the consumer
fieldwork conducted for the purpose of Datamonitor’s New
Consumer Insight (NCI) research.
Secondary sources
• Thirsty World Cup fans boost beer sales (2010) The Age,
June
• Bavaria Beer website traffic rockets after World Cup stunt
(2010) Marketing Magazine, June
• FIFA hits back at Bavaria after ambush marketing stunt (2010)
Marketing Week, June
• World Cup: Nike vs. Adidas Heats Up (2010) Brand Channel,
June
• Rise of the pseudo-sponsors: A history of ambush marketing
(2010) SportsProMedia.com, June
• Burton, N. and Chadwick, S. (2009) A Typology of Ambush
Marketing: the Methods and Strategies of
Ambushing in Sport, The CIBS Working Paper Series, No 10
• Personal Recommendations and Consumer Opinions Posted
Online are the Most Trusted Forms of Advertising

Globally (2009) Nielsen, July
• Dutch fans given shorts for match (2006) BBC, June
• Ambush at Barcelona: Rivals are 'piggybacking' official
sponsors of the Olympic Games (1992) The
Independent, July 1992
07/2010
photocopied Page 12
Ask the analyst
The Consumer Knowledge Center Writing team
[email protected]
Datamonitor consulting
We hope that the data and analysis in this brief will help you
make informed and imaginative business decisions. If you
have further requirements, Datamonitor’s consulting team may
be able to help you. For more information about

Datamonitor’s consulting capabilities, please contact us directly
at [email protected]
Disclaimer
All Rights Reserved.
No part of this publication may be reproduced, stored in a
retrieval system or transmitted in any form by any means,
electronic, mechanical, photocopying, recording or otherwise,
without the prior permission of the publisher, Datamonitor plc.
The facts of this report are believed to be correct at the time of
publication but cannot be guaranteed. Please note that the
findings, conclusions and recommendations that Datamonitor
delivers will be based on information gathered in good faith
from both primary and secondary sources, whose accuracy we
are not always in a position to guarantee. As such
Datamonitor can accept no liability whatever for actions taken
based on any information that may subsequently prove to be
incorrect.
mailto:[email protected]
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Copyright of Ambush Marketing Case Study: Successfully
Leveraging High-Profile Events to Raise Brand

Profile is the property of Datamonitor Plc and its content may
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BBA 4751, Business Ethics 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
7. Explore the professional ethics and responsibilities of
intermediaries, the responsibilities and loyalty
of managers, and the responsibilities of employees to the
community.
8. Analyze the ethical considerations governing marketing
practices.
Reading Assignment
In order to access the following resource(s), click the link(s)
below:

Brenkert, G. (1998). Marketing and the vulnerable. Business
Ethics Quarterly, Ruffin Series, 1, 7-20.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://s
earch.proquest.com.libraryresources.c
olumbiasouthern.edu/docview/192331673?accountid=33337
Quinn, M. J., Mujtaba, B. G., & Cavico, F. J. (2011). Global
tobacco sales dilemmas: The clash of freedom
and markets with morality and ethics. Journal of Business
Studies Quarterly, 2(2), 107-124. Retrieved
from
earch.proquest.com.libraryresources.c
olumbiasouthern.edu/docview/1014418678?accountid=33337
Headden, S. (1998). The Marlboro man lives! U.S. News &
World Report, 125(11), 58. Retrieved from
earch.ebscohost.com/login.aspx?direc
t=true&db=a9h&AN=1059522&site=ehost-live&scope=site
MacFadyen, L., Hastings G., & MacKintosh, A. M. (2001).
Teenagers susceptible to tobacco marketing.
Brown University Child & Adolescent Behavior Letter, 17(4), 3.
Retrieved from
t=true&db=a9h&AN=4347065&site=ehost-live&scope=site

Alt, E., Dies-de-Castro, E. P., & Llorens-Montes, F. (2015).
Linking employee stakeholders to environmental
performance: The role of proactive environmental strategies and
shared vision. Journal of Business
Ethics, 128(1), 167-181. Retrieved from
t=true&db=bth&AN=102012548&site=ehost-live&scope=site
Palmer, D., & Hedberg, T. (2013). The ethics of marketing to
vulnerable populations. Journal of Business
Ethics, 11(2), 403-413 Retrieved from
Taken Smith, K. (2014). Millennials’ interpretations of green
terminology. Academy of Marketing Studies
Journal, 18(1), 55-68. Retrieved from
Edward Snowden: Leaks that exposed US spy programme.
(2014). Retrieved from
http://www.bbc.com/news/world-us-canada-23123964

UNIT VI STUDY GUIDE
Ethics in Cultural Integration and Marketing
earch.proquest.com.libraryresources.columbiasouthern.edu/docv
iew/192331673?accountid=33337
earch.ebscohost.com/login.aspx?direct=true&db=a9h&AN=1059
522&site=ehost-live&scope=site
earch.ebscohost.com/login.aspx?direct=true&db=bth&AN=1020

http://www.bbc.com/news/world-us-canada-23123964
UNIT x STUDY GUIDE
Title
Lighthouse Services. (2013). Why ethics hotlines are considered
a best practice. Retrieved from
https://www.lighthouse-
services.com/documents/Why%20Ethics%20Hotlines%20Are%2
0Considered%20a%20Best%20Prac
tice.pdf
Murphy, D. E. (2002). The federal sentencing guidelines for
organizations: A decade of promoting compliance
and ethics. Iowa Law Review, 87(2), 697-719. Retrieved from
http://www.ussc.gov/sites/default/files/pdf/training/organization

al-guidelines/selected-
articles/Murphy1.pdf
Unit Lesson
Click here to access an introduction
video.
Click here to access the introduction video transcript.
Click here to access a video that briefly
introduces topics in this unit.
Click here to access the video transcript.
Wile E. Coyote was perpetually in pursuit of Roadrunner in the
Roadrunner cartoons that aired Saturday
mornings for children. Coyote always used various implements
and strategies in order to catch him, but he
always failed. Coyote used Acme brand products—acme means
prime in Greek—however, the products were
far from prime, quality products. Instead, they were completely
generic and always faulty. The products blew
up, failed to detonate, or self-destructed in highly
disadvantageous circumstances, at least from Coyote’s
perspective, because instead of helping him catch Roadrunner,
the Acme products regularly failed and the big
bird remained free, always outwitting him—“BEEP BEEP.”
Despite their high failure rate, Coyote continued to

rely on Acme assumedly because of its superior marketing and
the implied trust and confidence he had in the
products. Coyote is, in actuality, a simpleton, a character of low
intelligence or common sense and did not
know any better. So, Coyote continued his attempts after
purchasing more Acme products, humorously
incinerating himself rather than his intended target.
In this unit on cultural integration and marketing, we will
explore what it means to market to vulnerable
populations as well as the ramifications of such marketing
techniques. Is it morally impermissible to take
advantage of the vulnerable? In what way and on what basis is
this the case? Understanding and embracing
that some are disadvantaged may or may not form the basis of
an unethical marketing policy, such as when a
clothing store markets to the Big and Tall men’s sector. The
fact that one man stands taller than the average
man could be seen as a disadvantage, but it was not something
he was able to choose. Instead, his biology
determined his height. How is marketing to the elderly and
infirm different than the man of great height; or are
they different at all? We look at especially vulnerable
populations and address their relevance within
marketing strategies along with the ethical basis of such
behavior.
0Considered%20a%20Best%20Practice.pdf

al-guidelines/selected-articles/Murphy1.pdf
al-guidelines/selected-articles/Murphy1.pdf
https://youtu.be/xbngHPFSTuk
https://online.columbiasouthern.edu/bbcswebdav/xid-
62968777_1
62968189_1
62968193_1
UNIT x STUDY GUIDE
Title
We will also study the special situation of the marketing of
tobacco products—how tobacco products are
marketed and in what ways the underlying product may be
different from all other legal products due to its
addictiveness. We will investigate the industry of tobacco
manufacturing and marketing and think about
whether such marketing is also pointed at an otherwise
vulnerable population of teenagers and the addicted.
We will look at companies’ responsibilities to the environment
on the basis of corporate social responsibility
(CSR) and their marketing of such corporate “green” activity to
relevant constituencies. What are their

responsibilities, and when are they called to action? When
companies do manufacture “green” products,
whether the process itself is “green” or when the end
result/product is “green,” how can it be best marketed
and to whom? What labels are generally understood and in what
ways?
In addition to discussing the contributions of whistleblowers,
we will review best practices regarding the
cultural integration of ethics into companies in order to
minimize occurrences of fraud and other illegal or
unethical activities. We will study two famous whistleblowers,
Edward Snowden and Jeffrey Wigand, who both
challenged the practices of the most powerful and well-funded
entities known: the U.S. government and the
tobacco industry. We will explore how and why they came
forward and the differences in their treatment. The
former was reviled and prosecuted, while the latter was praised
and protected. Whistleblowers take great risk
to come forward. They risk being legally prosecuted, losing
their job, and having their reputation ruined, to
name a few, and we will address their ethical, yet disparate
treatment.
Furthermore, we will address the characteristics of the “best
practices” in the industry for companies to protect
themselves against illegality and immorality. Ethics hotlines, in
addition to ombudsmen, reporting, and
whistleblowers, are the strongest defense these entities have.
Surprisingly, though many companies do not
have them, hotlines are one of the best ways to protect
themselves. An Association of Certified Fraud
Examiners (ACFE) survey (n.d.) found that almost 38% of fraud
is detected through anonymous tips
compared to 17% by management review and only 14% by
internal audit. If companies’ employee hotlines

take special steps to ensure they are confidential and
anonymous, then useful and material tips from
employees and outsiders alike will help shape the positive
ethical culture of the firm and root out expensive
behavior. According to a 2016 ACFE study, the loss due to
fraud for organizations with hotlines was half of
those without one. Therefore, hotlines essentially pay for
themselves and save a company’s bottom line, as
well as greatly improve its culture.
In addition, not only employees take advantage of hotlines.
Vendors and third parties do as well. A successful
hotline is one available 24 hours a day, 7 days a week, so
individuals can avail themselves outside of a work
day. They must assure anonymity, if requested, and
confidentiality always. Trained specialists from a third-
party company must staff the hotline, be proactive, and have an
organized system for tracking the information
generated. Early detection is key to discovering the fraud in its
infancy, thereby ensuring a better and less
expensive result.
This unit will be an especially interesting one, as we will
grapple with the ethical debate in marketing both the
controversial product of tobacco and general products to
vulnerable populations, like children and the elderly.
We will look in-depth at “best practices” in the hunt to employ
internal mechanisms to protect companies from
costly, often devastating, illegal and unethical practices.
References
Association of Certified Fraud Examiners. (n.d.). Tone at the
top: How management can prevent fraud in the

workplace. Retrieved from
http://www.acfe.com/uploadedFiles/ACFE_Website/Content/doc
uments/tone-at-the-top-research.pdf
Association of Certified Fraud Examiners. (2016). Report to the
nations on occupational fraud and abuse:
2016 global fraud study. Retrieved from
http://www.acfe.com/rttn2016.aspx

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