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Ambush Marketing

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MARKETING 1
Ambush Marketing
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MARKETING 2
AMBUSH MARKETING
Ambush marketing is a deliberate attempt by a company to associate itself with an event
to gain some of the benefits that the official sponsor enjoy without incurring any cost of
sponsorship. A better example is advertising during the broadcast of a special event like the
Bavaria Beers ambush in the FIFA World cup 2010. Even though the participants were removed
and punished, the process proved successful later since consumption of Bavaria Beer increased
significantly. Another common example is the ambush marketing by Nike in the 2008 Beijing
Olympics. The company convinced Michael Jordan the basketball superstar to cover his Reebok
logo when receiving his Olympic gold medal (Datamonitor 2010)
One major advantage of ambush marketing is that it increases brand awareness while not
spending money to be a sponsor. This helps the company to save resources for other actions but
at the same time adds their visibility generously. This form of marketing also promotes
competitive pricing due to high competition that will result in low prices in order for the
companies to outdo one another.
Ambush marketing creates an unhealthy competitive environment and decreases
commercial value of an event. The company that undertakes ambush marketing benefits from an
investment that they never contributed to therefore creating unfair competition and affects the
funding of the event since the company contributes nothing towards the activities involved in the
event (Meenaghan, 1994). The company involved may face penalty and backlash which may
affect its brand and finally its sales volume.
Bavaria Beer was hoping to increase its brand visibility worldwide. This goal was
achieved because the media agency ran the story on how the participants of the brand were

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MARKETING 1 Ambush Marketing Name Instructor Institutional Affiliation Date MARKETING 2 AMBUSH MARKETING Ambush marketing is a deliberate attempt by a company to associate itself with an event to gain some of the benefits that the official sponsor enjoy without incurring any cost of sponsorship. A better example is advertising during the broadcast of a special event like the Bavaria Beer’s ambush in the FIFA World cup 2010. Even though the participants were removed and punished, the process proved successful later since consumption of Bavaria Beer increased significantly. Another common example is the ambush marketing by Nike in the 2008 Beijing Olympics. The company convinced Michael Jordan the basketball superstar to cover his Reebok logo when receiving his Olympic gold medal (Datamonitor 2010) One major advantage of ambush marketing is that it increases brand awareness while not spending money to be a sponsor. This helps the company to save resources for other actions but at the same time adds their visibility generously. This form of marketing also promotes competitive pricing due to high competition that will result in low prices in order for the companies to outdo one ...
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