Ambush Marketing Flashcards
When is the value for a sponsor high?
What are Olmypic attributes?
fair play, friendship, equality, hope dream
–> Ambusher marketing uses olympic attributes for their marketing strategy
Definition of Ambush Marketing
Ambushing is “the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention to themselves and away from the sponsor”
IOC: “A planned attempt by a third party to associate itself directly or indirectly with the Olympic Games to gain the recognition and benefits associated of being an Olympic partner”
Characteristics of the Ambusher
- no payment for rights but appearing as being associated
- from same branch as the Olmypic sponsor
- causing cluttering (devaluating official sponsorship)
- creating confusion about the real olmypic sponsor
–> effect: people cannot clearly distinguish between real sponsoring and ambushing!
five point of protection of the Olmypic Games against Commercialisation
(A) Athlete/Coach contract: no commercials with the athlete during the games and no advertisment on the athlete
(B) Sport facilities: no advtisement on or surround the stadiums and not among the spectator crowd
(C) City: No commercials in the entire host city (except sponsors)
(D) Country: Olympic Protection Law: Law to protect the property of rings and the word Olympic to the respective NOC
(E) TV: (TV contract): No-Ambush Marketing and no logo with “Rings and the TV channel logo” during commercials
How to protect against the commerzialisation?
= create a scarce good!
- exclusivity of the product
- reduction of the number of the sponsors
–> Something gets more valuable when you are able to make it a scarce good!
The IOC tries to:
a) exclude non-official commercial users of the rings
b) keep the numbers of sponsors low (few rivals in consumption)
–> less sponsors the higher the revenue for the individual sponsor!
Why is the Olympic Movement facing a classical prisoners dilemma?
- the dominant strategy is to use ambush marketing
- it can destroy the win-win situation between sport and sponsor.
What is a potential solution to escape the prisoners dilemma?
a) increase transparency: by education of viewers
b) secure punishment: by law or by consumers!
Manifestation of Ambush Marketing (different structures)
a) Direct (blatant - offensichtlich): primarily product policy motivated, primarily communications policy motivated
b) Indirect (subtle - geschickt): by intrusion, by association
c) Dominant destructive aggressive
