Ambush

In: Business and Management

Submitted By bapinath
Words 1648
Pages 7
Project

Ambush MARKETING

Programme: PGDM/Term-II/Sec-B
Batch: (2011-13)

Course Title : Marketing Management (MM-I)
Course Code : C-203

Submitted to:
Prof. Subhamay Panda

By:

Name : Anumita Adhikari Roll No. : 11DM066 Name : Spandan Mitra Roll No. : 11DM076 Name : Kaibalya Prasad Mallick Roll No. : 11DM086 Name : Wasim Akhtar Roll No. : 11DM096 Name : Bapi Nath Roll No. : 11DM0106…...

Similar Documents

Detergent Wars

...biggest marketing drive in the country to promote its first Windows smartphone, Samsung brought out its own Omnia cab and stationed it outside the Lumia showroom for a few days. Analysts call it ambush marketing, Samsung says it's not. Whatever, but the cut-throat competition between the country's top two mobile handset players looks like the old Cola War between Coca-Cola and PepsiCo and refreshes memories of Pepsi's 'Nothing official about it' campaign during the 1996 cricket World Cup that introduced the concept of ambush marketing in India. "We do not acknowledge, react or engage in ambush marketing," a Nokia spokesperson says. "We believe in responsible marketing, where we will disclose more than what is required to our consumers, as we did in the case of the minor software glitch in Lumia 800." Samsung denies ambushing Nokia, and says both the examples were part of independent marketing initiatives. "We were running a media innovation in October for tablets wherein all screens at Ambience Mall PVR and Inox in Mumbai showed the ads," a Samsung spokeswoman says. Samsung Move Won't Affect Nokia And there was no 'Lumia Cab' in Bangalore when Samsung rolled out a convoy of 'Omnia W' cabs for three days, she says, adding they were parked outside Samsung Smartphone Cafes. "Ambush marketing rules apply if there are territorial rules that are applicable, as in the case of cricket World Cup... In the case of smartphones, all companies are aggressively trying to grow the......

Words: 2396 - Pages: 10

Cola Wars

...Coca-Cola was no longer the official soft drink sponsor of the National Football League—rival Pepsi-Cola had outbid Coca-Cola for those rights in 2002—Coca-Cola was an official team sponsor of the Houston Texans, the hosts of the upcoming Super Bowl. Jill, the senior marketing executive on the Coca-Cola Classic brand, had recently received a memo from her boss, the Vice President of Brand Management for the Classic brand, requesting that, within two weeks, she present her recommendations for what, if any, promotional activity the company should conduct in conjunction with the 2004 Super Bowl in Houston. Jill knew that if Coca-Cola planned to conduct any such promotional activity, it would be viewed by some, including the NFL and Pepsi, as "ambush marketing." Her recommendations might not only have ethical implications for Coca-Cola, but also legal implications as well. As a local Atlanta youth choir sang the national anthem to commence the Braves' 2003 season, Jill's mind was elsewhere, mulling over a wide range of concerns and possible recommendations. Steve McKelvey, JD, is an assistant professor in the Department of Sport Management at the University of Massachusetts Amherst. His research interests include sport sponsorship and legal issues in sport marketing. 114 Volume 15 • Number 2 • 2006 • Sport MarHetIng Quarterly The "Cola Wars" The "cola wars," which describes the on-going battle between Coca-Cola and Pepsi for supremacy in the soft drink industry, date......

Words: 5961 - Pages: 24

Ethiek

...| Domein Bewegen en Educatie Samenhang tussen ambush marketing en ethiek. Thomas Bonhof, S1025579 VOE-code: HSS3AFS2-SV4-2 Scriptie opleiding Sportmanagement (S&B) Bobby Perrels Heerde, 6 juni 2014 Studiejaar 2013-2014 voorwoord U hebt op dit moment mijn afstudeerscriptie ter afronding van de studie Sport and Management in handen. In deze scriptie wordt mijn literatuuronderzoek naar de samenhang tussen ambush marketing en ethiek beschreven. Ik wil dit voorwoord gebruiken om een aantal mensen te bedanken. Allereerst wil ik mijn begeleider bedanken. Mijn begeleider van de Christelijke Hogeschool Windesheim te Zwolle, docent Bobby Perrels voor zijn sturing tijdens het schrijven van deze scriptie. Door hem zijn zaken uitgediept die anders misschien niet eens ter sprake waren gekomen. Daarnaast wil ik ook mijn medestudenten bedanken die mij goed hebben geholpen tijdens obstakels die ik tegenkwam. Tenslotte wil ik mijn familie en vrienden bedanken voor hun steun en toeverlaat (in soms roerige tijden). Thomas Bonhof, Zwolle, juni 2014 Samenvatting Er zijn veel grote sponsor-investeringen te zien op het gebied van sport. Sport is immens populair en (bijna) iedereen komt ermee in aanraking. Door de populariteit van sponsoring zijn sponsorcontracten exclusiever geworden en gaan deze gepaard met hoge geldbedragen. Hierdoor zijn er bedrijven die geen sponsorrechten kunnen afdwingen. Dit betekent dat bedrijven manieren gaan bedenken...

Words: 7099 - Pages: 29

Social Ambush and Criminalization of Youth

...Social Ambush and Criminalization of Youth Media today is like a distorted mirror, where usually only one views is portrayed. The images provided is a large part of how the social world is interpreted, which brings concern about the possible distortion of media representations. This can reinforce prejudice among the public. The social ambush in this situation would portray how African Americans and Latinos are filling the jails as fast as they can be built, creating this notion that young African Americans and Latinos are prone to end up in the criminal justice system. This stereotypical images of racialized youth is perpetuated and promoted through various forms of media, which can create this idea that people of this ethnic race are going to end up in the justice system. African Americans and Latinos face a lot of criminalization because of the social inequalities in America. This can stem from unequal opportunity to seek out jobs, government resources and equal justice because of their skin color and this notion that they are violate individuals. So when poor black and brown youth make bad choices in life, they are more likely to face criticism more harshly than other ethnicity like White or Asians. With this perceived perception of poor black and brown youth, they become targets of teachers, law enforcement and the justice system. With the help of media, it help shapes a certain image of who African American and brown youth are. This stigma affect the youth today who......

Words: 309 - Pages: 2

Mkt 312 Final Exam Answers

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 2885 - Pages: 12

Mkt 312 Final Exam Answers

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 2436 - Pages: 10

Mkt 312 Final Exam 100% Correct Answers

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 1976 - Pages: 8

Mkt 312 Final Exam 100% Correct Answers

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 1976 - Pages: 8

Mkt 312 Final Exam Guide

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 4236 - Pages: 17

Mkt 312 Final Exam 100% Correct Answers

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 5821 - Pages: 24

Ambush Marketing

...Research Goal The main goal of doing a project on AMBUSH MARKETING is to know that how it take advantage of situations which allow brands/products to get extra exposure at minimal cost. Research Objectives 1. To examine the unethical issues in the advertising industry. 2. Determine the need of Ambush Marketing. 3. To analyze the measures of Ambush Marketing. 4. To study whether Ambush Marketing is ethical or unethical. Research Questions 1. What are the measures to combat Ambush Marketing? 2. Is it ethical for a company to ambush an event? 3. Why do brands with excellent reputations get into this? Research Methodology The methodology of the study includes study of library references and latest literature on the various educational sites, and compilation of the secondary data and information obtained from various journals. My research methodology will be doctrinal as well as non-doctrinal in nature and therefore data will be collected from both primary and secondary sources. The method of research would be deductive as conclusion would be drawn after the analysis and interpretation of data collected ------------------------------------------------- CHAPTER 1 ------------------------------------------------- UNETHICAL PRACTICES IN ADVERTISING INDUSTRY The field of advertising is extremely broad and diverse. Advertising is a form of communication intended to persuade the viewers, readers or listeners to purchase or take some action upon...

Words: 8497 - Pages: 34

Mkt 312 Final Exam 100% Correct Answers

...success of a firm would be (8) Green marketing is: (9) The first major decision company leaders must make concerning public relations is: (10) A person or group with a vested interest in a firm’s well-being is a(n): (11) Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs? (12) A program that ties marketing to a charity in order to generate good will is called: (13) Direct ambush marketing occurs when: (14) The agency that monitors advertising on food packages and advertisements for drugs is the: (15) In terms of foundations and frameworks for ethical guidelines, the philosophy of life that believes in maximizing pleasure and minimizing pain is: (16) In terms of a foundation and framework for ethical guidelines, the law: (17) The industry agency that monitors all forms of advertising directed toward children is the: (18) Incidental ambush marketing occurs when: (19) When copytesting television ads, researchers often use: (20) Measuring changes in sales following a marketing campaign is easier now than in the past because of: (21) Ad tracking research can be used to measure the following, except: (22) Consumer awareness and brand loyalty are closely linked to a measure of: (23) In terms of online metrics, dwell rate is: (24) In terms of online metrics, which evaluation......

Words: 2371 - Pages: 10

Education

...situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. What Is Ambush Marketing? Ambush marketing is when a company that hasn’t paid to be a sponsor of an event, gets free publicity by unofficially communicating their brand in places where spectators, cameras or reporters will see them. By purchasing sponsorship, a sponsor seeks to attract the attention that an event generates to its own product. In a typical sponsorship arrangement, a sponsor purchases the sponsorship property rights and does further promotion to draw attention to itself. In “ambush marketing,” another company, often a competitor, intrudes, thereby deflecting attention to itself and away from the sponsor. The term was initially coined to describe the activities of a company that associated itself with an event without paying the requisite fee to the event owner. McKelvey describes it as “a company’s intentional effort to weaken or ambush its competitor’s official sponsorship. It does this by engaging in promotions or advertising that trade off the event or property’s goodwill and reputation, and that seek to confuse the buying public as to which company really holds official sponsorship rights.” An ambush marketer can associate with a major event without large-scale investment in securing rights and thereby fulfil brand awareness and image objectives at low cost benefits usually......

Words: 7705 - Pages: 31

Lsd 209 Final Exam

...would be taken to decrease the size of a professional sports league or organization. A. True B. False Why is ambush marketing so harmful to a sports organization? Please provide an example of ambush marketing as well. YOUR RESPONSE MUST BE AT LEAST 350 WORDS MINIMUM. Ambush marketing is harmful to Sports organizations because it causes sponsors to lose money and interest in sponsoring the organizations. Ambush marketing happens when an advertiser who is not an official sponsor of an event, attempts to associate itself with the event devoid of paying any sponsorship fees. Sport is big business, which means that the fees of the official sponsors are a huge part of the budget. Ambush campaigns come in many forms, at the core the focus is on drawing attention from one brand, generally the official brand to another through different innovative efforts. One example may be the 1996 Reebok sponsored Olympics, Michael Johnson’s gold Nike's shoes were probably remembered more than fact that Reebok was the official sponsor. [1] In general, there are three forms of ambush marketing direct, indirect and incidental ambush marketing. Indirect ambush marketing is the use of similes or lingo not protected by intellectual property laws to craft an illusion that an organization has links to a sporting event. This is different, from, for example, direct ambush marketing, the intended unlawful use of protected intellectual property. Such properties can include the use of......

Words: 2210 - Pages: 9

Ambush Marketing

...was the official sponsor but who got business is Kingfisher who was certainly an ambush marketer. The above cases are a simple replica of Dilwale Dulhaniya Le Jayenge. Here the official sponsor represents our Kuljeet while Raj represents the intruders i.e. Nike and Pepsi. How funny this is? What is Ambush Marketing? Ambush marketing has been defined as,”… the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention towards itself and away from the sponsor”. Often classified as a form of “guerrilla” marketing, the term was coined by the originator of cause-related marketing – Jerry Welsh - when he was at the American Express. Smaller companies cannot afford the kind of amounts which larger conglomerates and multinationals like LG, Samsung, Coke, Pepsi, Reliance, etc pay for getting the sponsorships, which runs into millions of dollars. This is one of the basic reasons that is perpetrating ambush marketing. The bigger companies also cannot sponsor almost all the events, since it is quite expensive. Apart from sponsorship fee, they have to spend on various other promotional means like TV, print, outdoor ads and other related promotional activities. It is estimated that for a sponsorship to be successful a brand has to spend a lot on other promotions almost five times the sponsorship cost. Likely Forms Ambush Marketing takes many forms. Two of the main forms are- • Association......

Words: 1424 - Pages: 6

Getting On | Samurai 7 (26) | studio one