Implementation of ambush marketing strategy

Abstract

Ambush marketing is an attempt by a company to obtain benefits from the popularity and reputation of a particular public event by attracting the attention of the event's visitors, while not investing in event sponsorship. This practice is commonly called 'stealing the effects of someone else's sponsorship'. Ambush marketing has become a global phenomenon in the past thirty years. As this topic has not been widely researched in domestic scientific literature, the aim of this paper is to present the causes, types and effects of the ambush marketing. Ambush marketing is mainly associated with major sporting events, which present a great marketing opportunity because of a large number of attendees, but many cases of it are not related to sports. This practice includes various activities that can significantly undermine the effects of the official event sponsors. However, one of the problems is that the law does not recognize the term 'ambush marketing', and most of its activities do not really violate the law, but represent the free market competition.

Keywords

• ambush marketing
• sponsorship
• public event
• marketing strategy
• consumer behavior