Counter ambush marketing
Douglas Klein
Broschiertes Buch

Counter ambush marketing

What is the most effective counter ambush marketing strategy and who can deliver it best?

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Sports sponsoring has become one of the most used marketing tools for corporations. Due to branch exclusivity clauses and limited high profile sponsor opportunities, a practice named ambush marketing emerged. Ambush marketing refers to the non-sponsor's attempt to create a connection with an event to benefit from its media attention and image. As a result, official sponsors and market researchers are trying to find an effective remedy to diminish the effects of ambush marketing. This study explores the effects of humorous and educational anti ambush campaigns as well as the influence of the co...