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Is ambush marketing justified?

Created by : Jayant Vishnu, Art Director/Sr Art Director, Creative  | 06 17 2010 12:59:36 +0000
Industry : All IndustriesFunctional Area : Ambush Marketing(Others)
Keywords : marketing ambush marketing ambush is ambush marketing justified
Activity:  196 views;  last activity : 07 06 2010 20:18:09 +0000

Ambush marketing is a strategy used by companies to promote their brands at events without paying any sponsorship fees. Corporations concerned about the efficiency of traditional methods of marketing communications have adopted a range of alternative media to target audiences.

One such medium is commercial sponsorship, which has grown significantly in recent years. By sponsoring an event or providing a budget for an event’s broadcast, a sponsor can generate audience awareness while simultaneously creating associations of the event’s values in people’s minds.But some people take advantage of this and go for ambush marketing.

So, is it justified to spoil others fun to amuse yourself??

  
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No, its not correct. This practice, known as “ambush” or “parasitic” marketing, simultaneously reduces the effectiveness of the sponsor’s message while undermining the quality and value of the sponsorship opportunity that the event owner is selling. As such, it may seriously inhibit the further growth of corporate sponsorship.

Thus, I seek to warn sponsors of the potential threat to their sponsorship investments, outline the nature of ambushing and its strategies, and discuss the ethical perspectives related to ambush marketing and possible strategies and responses that a corporate sponsor might consider.
By Jayant Vishnu, Art Director/Sr Art Director, Creative  06 17 2010 12:59:36 +0000
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THERE IS NOT AN IOTA OF JUSTIFICATION IF WE WANT TO FOLLOW BARE MINIMUM ETHICS IN BUSINESS.
By s.baalu , Consultant, XYZ LTD  | 07 01 2010 07:37:34 +0000
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