Ambush Marketing Importance - Marketing Seminar Project

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Marketing Seminar Project

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TABLE OF CONTENT

CHAPTER ONE: OVERVIEW

1.1 Ambush Marketing Abstract                                                                5

1.2 Ambush Marketing Introduction                                                        8

1.3 Ambush Marketing Definition                                                                4

1.4 Ambush Marketing History & Evolution                                        13

1.5 Ambush Marketing Objective                                                                16

1.6 Ambush Marketing Types                                                                17

1.7 Ambush Marketing Strategy                                                                21

1.8 Ambush Marketing Effect & Impact                                                22

1.9 Ambush Marketing legislation and control                                                29

CHAPTER TWO: AMBUSH MARKETING IMPORTANCE

2.1 Academic Importance                                                                 6

2.2 Practical Importance                                                                 6

CHAPTER THREE: LITERATURE REVIEW                                          

3.1 AMBUSH MARKETING ______________________________________________7

3.2 AM:  “A Critical Review & Some Practical Advice” ____________________10

3.3 Am: AND PROTECTED EVENTS:     ___________________________________10

3.4 AMBUSH MARKETING & ITS IMPACT _______________________________10

3.5 AM: CONCEPTS AND STRATEGIC IMPLEMENTATION _______________10

3.6 AM:  “WHETHER AN ETHICAL BUSINESS PRACTICE”” ________________10

CHAPTER FOUR: MAJOR OUTCOMES OF PREVIOUS STUDIES

4.1 Overall Research Design                                                 15

4.2 The Initial Conceptual Framework                                                 17

4.3 Research Variables                                                 17

4.4 Population and Sampling                                                 17

4.5 Qualitative Data Collection Methods                                                               18          

             3.5.1 Semi Structured Interviews                                                       18          

             3.5.2 Self-administered Questionnaires                                              21

CHAPTER FIVE: RELEVANCE TO EGYPTIAN MARKET        

5.1 Qualitative Analysis                                                 22

CHAPTER SIX: CONCLUSION AND RECOMMENDATION

6.1 Conclusion                                                                                                                 32

6.2 Recommendation                                                                                                   26

5.3 References                                                                                                                     30

AMBUSH MARKETING STRATEGY

Authors

Name: Marwa M. Eissa

Master student:  AASTMT

CHAPTER ONE: OVERVIEW

1. Abstract:

Today’s increased competition and media fragmentation; Make companies looking for alternate media by which they are able to differentiate their offerings. One such medium is sponsorships. Sponsorships for companies is becoming increasingly expensive, the companies are therefore exploring alternative strategies whereby they get dual benefits of saving the sponsorship fee and at the same time reap the benefit of the event. Ambush marketing is one such technique. At times companies paying millions to associate themselves with an event it is not surprising that their competitors engage in ‘ambush marketing, Ambush marketing in not a new practice but it emerged after the growth in sports activities all over the world. Ambush marketing departments seeking to associate themselves with events specially sporting events without official authorization or endorsement of the event organizer. Such practices, hampering the exclusive rights of the sponsors, and wrongfully attracting attention of the people by designating themselves as an official sponsor. Ambush marketing can be defined as a marketing strategy where in the advertisers associate themselves with and therefore capitalize on a particular event without paying any sponsorship fee, as attack from the hidden position. Event owners and official sponsors have campaigned vigorously against a practice they refer to as “Ambush Marketing”. That could confuse the public as to the real sponsor. The associated danger of ambush marketing is that the official sponsor who has paid for a heavy amount for the event loses its identification as well as it reduces the intended effectiveness, laws relating to ambush marketing also developed. This Article seeks to address the various issues related to ambush marketing in detail, focusing on the concepts, type, strategies adopted by ambushers, effects of such practice on sponsors, event organizers and customers, its current relevance in the Egyptian marketing scenario and its impending dangers and laws regulation for such practices.

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