In your own words, how would you describe “ambush marketing”? Include two exampl
ID: 451779 • Letter: I
Question
In your own words, how would you describe “ambush marketing”? Include two examples with your description. What are the advantages and disadvantages (risks and consequ ences) of ambush marketing? What was Bavaria Beer hoping to achieve through its ambush marketing tactics? Would you consider Bavaria Beer’s ambush marketing an unethical practice or simply a competitive strategy? Explain. Can ambush marketing be both inten tio nal and unintentional? Explain. As a leader of an organization, would you allow the practice of ambush marketing? Explain
Explanation / Answer
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser seek an event looking for exposure and attention, competing unfairly with its advertisers. The term "ambush marketing" was coined by marketing strategist Jerry Welsh, in the 1980s.
It is very common in sports, concerts and any important event which has sponsors. The ambusher brand uses that event to promote its product without to pay sponsorship.
What are the advantages and disadvantages (risks and consequ ences) of ambush marketing?
The main advantage is that the ambusher is not paying much but disadvantage is customer might see the ambush as a repulsive strategy and disapprove it.
What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
Of course they want to have attention in a big event as World Cup without paying sponsorship.
Would you consider Bavaria Beer’s ambush marketing an unethical practice or simply a competitive strategy? Explain.
For me it is unethical, because Budweiser paid millions for the privilege of exclusivity and Bavaria is using this kind of event to promote its brand unfairly.
Can ambush marketing be both intentional and unintentional? Explain.
I do not think is unintentional, this are very carefully plained campaigns, designed to promote a brand with symbols easily recognizable of the product for the customers.
As a leader of an organization, would you allow the practice of ambush marketing? Explain
No, there are many more ethic ways to promote my brand, even if I can not or I was not allowed to be sponsor, I can use famous people as my brand image or other kind of strategy.