1. Presented By:Anu Mishra MBA 3rd Sem BU 1

2. Ambush Marketing
Presented BY : Anu Mishra
MBA 3rd Sem
Presented By:Anu Mishra MBA 3rd Sem BU BU 2

3. Meaning of Ambush Marketing:
• Ambush marketing, means "an attack from a
hidden position“.
• Derived from the old French verb embuschier,
having the meaning "to place in a wood.“
Presented By:Anu Mishra MBA 3rd Sem BU 3

4. Meaning of Ambush Marketing:
• Is a type of marketing by a company that is not an
official sponsor of an event, but which places
advertisements using the event, to induce
customers to pay attention to the advertisement.
• It refers to a company's attempt to capitalize on
the goodwill, reputation, and popularity of a
particular event by creating an association with it,
without the authorization or consent of the
necessary parties
Presented By:Anu Mishra MBA 3rd Sem BU 4

5. Presented By:Anu Mishra MBA 3rd Sem BU 5

6. Types of Ambush Marketing:
"Incidental" Ambush Marketing
Direct Ambush Marketing
Indirect Ambush Marketing
1."Coattail" 1.Values-based 1.Unintention
ambushing. ambushing. al ambushing.
2.Ambushing 2.Ambushing 2."Saturation"
via "by ambushing
trademark/like distraction“.
ness
infringement.
3.Ambushing
"by degree.
Presented By:Anu Mishra MBA 3rd Sem BU 6

7. Impacts of Ambush marketing
1.Increasing cost of sponsorships.
Increased sponsor's emphasis on ROI .
Corporate sponsorship is one of the biggest
money-spinning sources of revenue for the
event organizers, the loss in sponsorship value
will affect the financial strength of an event
organizer.
Presented By:Anu Mishra MBA 3rd Sem BU 7

8. Impacts of Ambush marketing
2.Transgression on the intellectual property
rights.
Sponsors cannot get the return they
anticipated.
Direct and indirect references to the event
symbol or the event itself are just different
means for achieving illegal transgression on
the rights of event organizers.
Presented By:Anu Mishra MBA 3rd Sem BU 8

9. Presented By:Anu Mishra MBA 3rd Sem BU 9