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Ambush Marketing Is Dead, Long Live Ambush Marketing [PDF]
Journal of Advertising Research, 2017 Ambush marketing is more than thirty years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms that ambushing can take and the implications it can have, and little investigation or ...
Chadwick, SM, Burton, N
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Implementation of ambush marketing strategy [PDF]
Anali Ekonomskog fakulteta u Subotici, 2018 Ambush marketing is an attempt by a company to obtain benefits from the popularity and reputation of a particular public event by attracting the attention of the event's visitors, while not investing in event sponsorship. This practice is commonly called
Starčević Slađana +2 more
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Ethical aspects of guerrilla and ambush marketing [PDF]
Ekonomski Signali, 2020 The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive,
Dašić Dejan R. +2 more
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Ambush marketing in sport – characteristics of combating the phenomenon
Journal of Education, Health and Sport, 2018 In the article, the author has characterized the phenomenon of ambush marketing by describing its immense diversity. Reasons and the practical status of this phenomenon have also been indicated. Subsequently, attention has been drawn to provisions of the
Jakub Rzeszowski
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ROZPOZNAWALNOŚĆ MAREK OFICJALNYCH SPONSORÓW I AMBUSH MARKETERÓW PODCZAS XXII ZIMOWYCH IGRZYSK OLIMPIJSKICH W SOCZI [PDF]
Modern Management Review, 2015 Rozpoznawalność marki sponsora jest nie tylko miarą efektywności sponsoringu sportowego, ale także ważnym celem działań zintegrowanej komunikacji marketingowej.
Monika PIĄTKOWSKA
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German Law Journal, 2023 One year ago, the Qatar World Cup was in full swing, and Qatar was omnipresent in our public and private spheres. For many, the Qatar 2022 World Cup will forever be intimately connected with the plight of migrant workers.
Antoine Duval
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Guerrilla Advertising Strategies A Theoretical Approach
Journal of Architecture, Art & Humanistic Science, 2021 In present economic scenario, people are exposed to a greater number of commercial messages which cannot be perceived unless they at first instance have grabbed the attention.
Huda Othman
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An image of a man in a sports advertisement
Quality in Sport, 2022 Sport is an attractive business platform for communication not only with customers, but also with all stakeholders. It can be observed not only in advertising communication of the producers operating on the broadly understood sports market, sponsors or ...
Jarosław Kończak
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Entertainment and Sports Law Journal, 2016 This article examines the strategies utilised by UEFA to protect its ‘European Football Championships 2008’ brand from intellectual property theft.
Dr Geoff Pearson
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La Propiedad Inmaterial, 2016 Ambush marketing is a practice that will usually occurs in large-scale events, is not a sponsor seeks to gain benefits of brand exposure and awareness in a context that it would otherwise be available only to official sponsors.
Diego Pardo Amézquita
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