Ambush Marketing Flashcards
1
Q
Types of ambush marketing…
A
Ambush by association
Ambush by intrusion
2
Q
Ambush by association
A
Strategy employed by non-sponsor on an event
Trying to associate themselves with event without authorisation by the organising body and paying a sponsors fee
Gain reputation all benefits from being associated
- this may also weaken public perception of who is the official sponsor
3
Q
Ambush by intrusion
A
Seeks to gain significant brand exposure during the event by targeting stadium audience/tv audience
4
Q
Example of ambush by intrusion
A
Bendtner and Paddy Power, euro champs
5
Q
Why engage in ambush marketing
A
Don’t want to miss out on the opportunity to capitalise on the sport event but…
- official sponsorship to high
- restriction on number of sponsors
- pre existing exclusive deal with competitors
- strategic decision to not bid officially
