While this narrow view of ambush marketing still exists, the term is now often used more generically to also describe a variety of wholly legitimate and morally correct methods of intruding upon public consciousness surrounding event. They thereby ambushed the legitimate sponsor in terms of giving the impression to consumers that they - the ambusher - were in fact the sponsor. The term ambush marketing was initially coined to describe the activities of those companies who sought to associate themselves with an event, without paying the requisite fee to the event owner. The practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention toward themselves and away from the sponsor, is now known as “ambush marketing.” In a typical sponsorship arrangement the sponsor purchases the sponsorship property rights and uses support promotion to further draw public attention to its involvement. When a sponsor purchases a sponsorship program, he aims towards orchestrating public attention onto its company or brand. In simple words, non-sponsors to gain benefits available only to official sponsors exploit ambush marketing. Ambush marketing is defined as the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention toward themselves and away from the sponsors. Ambush marketing occurred when a non-sponsor of an event attempted to pass itself off as an official sponsor.
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