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Ambush Marketing
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Ambush Marketing
The Definition.
From my perspective, ambush marketing is the practice of a company to co-opt or hijack
another firm’s advertising campaign and raise awareness about their product or service. In many
situations, this will occur in the context of an event such as the Olympics or World Cup. The
hijacking company will not have paid for sponsorship to appear in the event. While there are
concerns about whether the practice is ethical, it has on numerous occasions resulted in positive
results for companies. For example, the case of Bavaria during the 2010 World Cup.
Advantages and Disadvantages.
There are different advantages associated with ambush marketing. Firstly, it …
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