M.M.S.

1s year
C-02

Ambush Marketing

Meaning
Ambush marketing can be defined as a marketing strategy where in the advertisers associate themselves with & therefore capitalize on a particular event without paying any sponsorship fee.

Objectives of Ambush marketing

To get maximum returns on the marketing buck. To undermine the branding efforts of the rivals by stealing the attention, increasing the clutter & confusing the viewers.

Avoid the cost of paying expensive sponsorship fees & gaining the benefits of associating with a sports property at the expenses of the Sponsor.

Types of Ambush Marketing

Direct Ambush Marketing- Direct Ambush marketing activities such
as the unauthorized illegal use of registered logo on merchandising goods or a false misleading claim to be an official sponsor of an event. Predatory Ambushing-Its international false claims to official sponsorship by a non sponsorship & concerning market competitors official sponsorship in each case with the intent to confuse consumers & gain market share from the competing official sponsor. Ambushing via trade mark-The international use of protected intellectual property. Such properties can include the logos of teams or events or making use of unauthorized references to tournaments, teams athletes words & symbol.

 Indirect Ambushing Marketing- On the other hand is more suitable &

falls within legal grey area.

Value Based Ambushing-Its marketing practices to appeal to the same values or involve the same themes as do the event & its promotion such that audience attracted to the event or its marketing will likewise be attracted to the event & this marketing likewise be attracted to the non-sponsors marketing. By Attraction-Settings up a promotional presence at or near an event places without making specific reference to the event it self or its themes, in order to take advantage of general publics attention towards the event & the audience awareness of their surroundings. This form also call free riding.

Examples of the Ambush marketing-Kingfisher,dove,nokia,pepsi,etc.