Ambush Marketing

Paper Summary:

This paper examines how ambush marketers can be described as organizations that intrude on agreements made between an official sponsor and the host of an event. It looks at how ambush marketers usually take advantage of their rights to capitalize on business opportunities and make the most out of someone's business deal. In particular, it explores whether tough rules should be introduced to protect sports sponsors and curb this marketing tactic.

From the Paper:

"No matter which way one wishes to look at the situation of ambush marketers making the most of already sponsored big events, it may be said that such opportunities should not really be ethically available for organizations to seize. This is because official sponsors are the rightful owners of these events, as they pay large sums of cash to run the event, and this is the reason why things such as the logo of the events are directly associated with the sponsor companies. Considering this, ambush marketing may be accurately defined as the unauthorized association of an organization with the marketing of a particular event whereby they gain benefit of the marketing rights of that event without having to pay the license fee applicable in order to be associated with the event. Under this definition and the rest of the related discussion, there are a number of things that come to one's mind. Marketing rights is one of these things, as organizations gain under free trade."

More papers on Ambush Marketing:

• Case Study # 60920 : "Nestl? Products Marketing"
• Descriptive Essay # 106561 : "Marketing Principles"
• Essay # 29833 : "Sponsorship"

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