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Under
Attack, by Helen Withycombe - October 2006
(Credit:
Marketing Magazine)
Ambush marketing has shaken the world
of sponsorship to its core. Is it a legitimate marketing
channel, or parasite marketing at its worst? Helen
Withycombe investigates.
Anyone
who has a colleague take the credit for the success
of their own project, or a lazy housemate graciously
accept thanks for a wonderful party they didn't lift
a finger to prepare for, must wince a little in sympathy
when they see a successful example of ambush marketing.
Whilst you may appreciate the audacity and creativity
of brazen ambushers, it is hard not to feel a pang
for the ambushee once you and yourself have been ambushed.
...
This
implies that ambush levels the plying field as far
as allowing small business to participate in large
events they could not otherwise afford. As
Media Man's CEO and fellow ambushers Greg Tingle
points out, as far as small-scale ambush campaigns
are concerned, "A little planning, project management
and time investment, and away you go".
...
"Ambushers
seem to fall into two groups - the 'bottom-feeders'
who press the boundaries for a quick buck, and they
major companies who have brands with cheeky personalities.
Ten years ago it was 'clever', five years ago it was
considered economically rational, but as contracts
between properties and sponsors have evolved, ambush
marketing has become far more difficult."
Maybe
it's time the 'bottom-feeders' grew up.
Profiles
Marketing
Ambush
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Kym
Illman
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