ambush marketing: innovative or immoral?
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Ambush Marketing
Innovative or Immoral?
Michael Phelps of the U.S. arrives for the men's 200m butterfly semi-finals at the London 2012 Olympic Games at the Aquatics
Centre July 30, 2012.
Tom Daley UK Olympic Swimmer
Canada's track cyclist Joseph Veloce uses a pair of Beats by Dr. Dre headphones at the Velodrome during the London 2012 Olympic Games August 4, 2012.
What’s wrong with these
pictures?
The IOC claimed that Dr. Dre
“ambushed” the Olympics by giving
away free headphones to
famous Athletes
International Events
“...large-scale events which attract
international audiences and media
attention and meet a variety of
economic objectives for the
destinations in which they are
hosted.”
An International Approach
to Events Management
• Tourism
• International sponsorship
International Activities
• Differences in laws, technology & politics (PEST)
• Differences in cultural values (Hofstede,1991), customs (Morrison and Conaway, 2006) communication styles (Hall and Hall, 1990)
Intercultural Issues
• Sustainability
• Inclusivity and disability policies
• Enhanced security
International Practices
Learning Objectives
At the end of this session you should be able to:
• Distinguish between sponsorship, ambush marketing, incidental ambush and other communication tools
• Understand the benefits of ambush marketing
• List various ambush marketing strategies
• Develop strategies to prevent ambush marketing opportunities and enhance event-sponsor partnership
What is Ambush
Marketing?
“... a planned effort by an organisation
to associate themselves indirectly
with an event in order to gain at least
some of the recognition and benefits
that are associated with being a
sponsor.”
(Sandler and Shani, 1989: p11)
Definitions of Ambush
Marketing Meenaghan (1994)
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.
CNOSF (French Olympic Committee, 2006)
A set of behaviours by which an economic agent lurks in the wake of another in order to take advantage, free of charge, of his efforts and skills.
Walliser (2006)
A technique where an advertiser who does not hold official sponsorship rights, notably for an event, tries to make the public believe the contrary.
Farrelly, Quester
and Greyser
(2005)
Striving to catch an illicit ride on an event’s wave by deceiving or confusing consumers into believing a company is an official sponsor.
Goals of Ambush
Marketing • To hijack the intrinsic values of an event and
take advantage, for the least possible cost
• To improve the ambusher’s brand reputation and transfer the positive aspects of the event to its brand
• To mislead the public into thinking the ambush marketer is something it’s not
• To weaken the link between the official sponsors and the event by creating confusion about sponsors’ identities
The Ambush Marketer’s
Toolkit • Event broadcasters • People related to event (e.g. athletes, coach,
team, retired athletes, dead athletes, and commentators)
• Symbols of the activity (e.g. fields, balls, uniforms and tickets)
• Symbols of the place (e.g. arenas, cities, countries and monuments)
• Unprotected symbols of the event (e.g. colours, generic names, generic sentences, generic goods and congratulatory messages)
Event Broadcasters &
Ambush Marketers • Many different brands
(ambushers) will claim to ‘proudly bring’ to audiences in different countries the same event, sponsored by yet another brand, that of the official sponsor!
Sponsors of Athletes &
Other Personalities • They will often try to
gain some of the reflected glory of a major event by running an advertising campaign featuring their sponsored personalities when those individuals are participating in that event
Sponsors of Athletes &
Other Personalities
Ambushing Symbols
• Associating the ambushing company/its brands/its products with the venue where the event takes place
• Using or “ambushing” symbols or themes, or even musical tunes in its advertising, typically used by an the event
Other Common
Ambushing Tactics • Saturating the physical environment of the
event, or any available advertising space around it
• Seeking a sponsorship association with a related property, in order to secure access to an event for which it is not entitled to claim sponsor status
• Creating a competing and simultaneous event to coincide and divert from the sponsored event
Ambushers Vs
Official Sponsors • Although their tactics appear very similar
ambush marketers cannot be confused with sponsors because they:
– Do not have an official agreement with the event
– Have no right to use protected imagery of the event
– Cannot do public relations at event venues
IF AMBUSH MARKETERS ARE FOUND DOING ANY OF
THE ABOVE THE WILL BE GUILTY OF COPYRIGHT
INFRIGEMENT
Accidental Ambush
Marketers
• It is also possible for
the confusion that
ambush marketers
seek to create to occur
unintentionally causing
an incidental ambush
marketing effect
PUMA 2010 Advertisement
Accidental or
Intentional?
Ambushing Right
or Wrong?
THOSE IN FAVOUR
THOSE OPPOSED
Consider ...
SMALL PRODUCERS SUCH AS BAVARIA BREWERY
HAVE NO CHOICE BUT TO RESORT TO AMBUSH
MARKETING AS THEY WOULD NEVER BE ABLE TO
AFFORD OFFICIAL SPONSORSHIP OF A MEGA-EVENT
However ...
The fact is mega-events such as the Olympic Games cannot exist
without multi-national firms and their levels of
investment in them.
How Can Event Marketers
Stop Ambushers? • Legal measures – registering copyright and
trademarks • Enacting an event act such as the ‘Olympic Marks
Act’ to provide protection for symbols and phrases which though traditionally cannot be copyrighted or trademarked will be protected for a limited time
• Designating event venues as clean zones • On-site monitoring and patrols • Name and shaming ambush marketers
For Example
The Vancouver Olympics protected ...
• ‘Faster, higher, stronger’
• Canadian Olympic Committee
• International Olympic Committee
• Olympic
• Olympic Games
• 2010 Canada
•
For Example
• Forbidding of spectators wearing clothing with large logos
• Covering up or destroying unauthorised signage, message or logos
• Restricting the size of logos on players’ uniforms
For Example
• Running public relations campaigns about ambush marketers
• Issuing public announcements against companies who ambush
• Printing of detailed news paper articles describing the actions of ambushers
Alternative Approaches
• Long-term sponsorship of events
• Using multiple marketing tools alongside
sponsorship such as:
– Purchasing saturation broadcast coverage and investing heavily in advertising to activate sponsorship
– Using an event’s identifying elements in packaging and organising related promotion campaigns and point-of-sale strategies
– In collaboration with the event organising related events for its target market
References
•Farrelly F. J., Quester P. G. and Greyser S. A. (2005). Defending
the co-branding benefits of sponsorship B2B partnerships: The case
of ambush marketing. Journal of Advertising Research, 45 (3), 339-
348
•French Olympic Committee – CNOSF- (2006). La protection des
marques et du territoire Olympiques, CNOSF Conference, 24th of
January 2006, Paris, France
•Meenaghan, T. (1994).Ambush marketing: immoral or imaginative
practice? Journal of Advertising Research, 34 (5), 77-88
•Sandler, D. M. and Shani, D. (1989) Olympic sponsorship vs.
ambush marketing: who gets the gold?, Journal of Advertising
Research, 29 (4), 9-14
•Walliser B. (2006). Le parrainage - Sponsoring et Mécénat. Paris:
Dunod
Further Reading
Balasubramanian, S., Singh, B. and Singaram,A. (2003). Indian cricketers encounter ambush marketing 2002.
Global Business Review, 4 (1), 201- 211
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