Ambush or parasitic marketing would be the term that will be used in a few days to come, as FIFA 2006, the Football World Cup extravaganza, is all set to roll across the globe. Ambush marketing is not one that has come into the limelight recently; it has been a major cause for concern to official sponsors for over two decades. We have seen legendary ambushers over this time. But, now, they have widened their operations and can, thus, steal any show that is being hosted. Legal system and contract have been made broader and complex to curb further encroachment, but there is always room for innovation (read manipulation) that can carry away the show. Facts and figures are the testimonies citing the paramount threat of such unofficial brands. History has cited "eye widening" striking measures to protect the interests of the sponsors. This article leaves no stone unturned in revealing the how, where, who and what next of ambush marketing.
This
term, `ambush marketing' was used in abundance during
the recent controversy between the cricketers and
the ICC. The aggressive stand of the sponsors of the
ICC tournament fueled the fire by infusing a clause
to prevent cricketers `hosting a brand' that has been
currently endorsed by these star cricketers. Their
contention is that they should provide enough escorts
for being part of such an elite event. Eventually,
they want to be recognized with the event that they
have hosted, for which they have paid such a huge
sum.
Ambush
Marketing can be defined simply as "When a company
signs a sponsorship contract for an event and its
near rival hijacks the mind of its customer through
the usage of various media and creates a strong association
with the event despite not being the official sponsor".
These companies try to haunt the customers through
intelligent advertisements. Further, Ambush Marketing
is also called as Parasitic Marketing. |
