Ambush MARKETING

By:

Anumita Adhikari 11DM066 Spandan Mitra

11DM076
Kaibalya Prasad Mallick 11DM086 Wasim Akhtar 11DM096 Bapi Nath
11DM0106

What is ambush marketing??

Ambush means hidden or surprise attack. Ambush marketing means riding on the ideas of others to create own brand awareness.

Why ambush marketing??

High cost of sponsorship Hype of the events Sponsor has to spend high amount of money for publicity on TV, print and outdoor advertising Brand awareness(more business) Cost effectiveness

Types of ambush marketing

On-Site Ambush

Personnel Ambush

Timeline Ambush Ambush by Association

strategies
Sponsor media coverage for the event Sponsoring sub category in a large event Purchasing advertising time during event

Sponsorship-related contribution to players pool

Knocked out
Nothing official about it-1996 world cup

FIFA 2010 football world cup

BAD BOY of sports wear

Ticket to world cup

HUL V/S p&gmystery unveiled

recommendations
Restrictions on video clippings Use of world cup logo and events in it. Cooling of period

To bring under control all activities of advertising.

conclusion
Issue would raise the question whether this practice is ethical or not. However, it is difficult to draw a conclusion.

references
www. smallbusiness.chron.com www.youtube.com www.penn-olson.com/?p=18277 www.thehindubusinessline.in/2003/04/17/.../ 2003041702620100.ht http://toostep.com/debate/hul-simplyoutsmarted-p-g-interms-of-marketing

Thank you