...game. It refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. What Is Ambush Marketing? Ambush marketing is when a company that hasn’t paid to be a sponsor of an event, gets free publicity by unofficially communicating their brand in places where spectators, cameras or reporters will see them. By purchasing sponsorship, a sponsor seeks to attract the attention that an event generates to its own product. In a typical sponsorship arrangement, a sponsor purchases the sponsorship property rights and does further promotion to draw attention to itself. In “ambush marketing,” another company, often a competitor, intrudes, thereby deflecting attention to itself and away from the sponsor. The term was initially coined to describe the activities of a company that associated itself with an event without paying the requisite fee to the event owner. McKelvey describes it as “a company’s intentional effort to weaken or ambush its competitor’s official sponsorship. It does this by engaging in promotions or advertising that trade off the event or property’s goodwill and reputation, and that seek to confuse the buying public as to which company really holds official sponsorship rights.” An ambush marketer can associate with a major event without large-scale investment in securing rights and thereby fulfil brand awareness and image objectives at low cost...
Words: 7705 - Pages: 31
...Research Goal The main goal of doing a project on AMBUSH MARKETING is to know that how it take advantage of situations which allow brands/products to get extra exposure at minimal cost. Research Objectives 1. To examine the unethical issues in the advertising industry. 2. Determine the need of Ambush Marketing. 3. To analyze the measures of Ambush Marketing. 4. To study whether Ambush Marketing is ethical or unethical. Research Questions 1. What are the measures to combat Ambush Marketing? 2. Is it ethical for a company to ambush an event? 3. Why do brands with excellent reputations get into this? Research Methodology The methodology of the study includes study of library references and latest literature on the various educational sites, and compilation of the secondary data and information obtained from various journals. My research methodology will be doctrinal as well as non-doctrinal in nature and therefore data will be collected from both primary and secondary sources. The method of research would be deductive as conclusion would be drawn after the analysis and interpretation of data collected ------------------------------------------------- CHAPTER 1 ------------------------------------------------- UNETHICAL PRACTICES IN ADVERTISING INDUSTRY The field of advertising is extremely broad and diverse. Advertising is a form of communication intended to persuade the viewers, readers or listeners to purchase or take some action upon...
Words: 8497 - Pages: 34
...Sports sponsorship and consumer purchase intention： From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare. This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest"...
Words: 3395 - Pages: 14
...non-profit organizations. Nike's Corporate Interest Lives Strong: A Case of Cause-Related Marketing and Leveraging Sport Sponsorship Corporate sponsorship of athletes, facilities, and events is not a new phenomenon in the sport marketing wodd. Sponsorship appears td be everywhere, from sponsored stadiums and fields to apparel and clothing. This surge in sponsorship has not only increased the expense of sponsorship, but it has also created an environment where cutting through advertising clutter has become more difficult. With changing consumer habits and the need to target specific lifestyle segments, corporations are looking to use s]5ort sponsorship more frequently as a means to meet a variety of objectives (Belch & Belch, 1995; Shimp, 1997). Specifically, sport sponsorship is "a business relationship between a provider of funds, resources, or services and a sport event or organization, which offers in return specific rights that may be used for commercial advantage" (Howard & Crompton, 2004, p. 434). Of all the commercial advantages a corporation may seek to exploit through sport sponsorship (e.g. image building, brand building, media exposure), it seems the most important is the advantage to the be ttom line. Kinney and McDaniel (2003) stated that a marketer's ultimate goal is to increase sales, while Slater and Lloyd describe sport sponsorship as "strictly a commercial venture" and "not a philanthropic gesture" (2003, p. 194). So, as a rule, sponsors invest money for...
Words: 3825 - Pages: 16
...AN ANALYTICAL BUSINESS REPORT ON WHAT ETHICAL CONSUMERISM MEANS FOR BUSINESSES Name Course Professor/ Tutor University City/ State Date Executive Summary This paper presents an analytical business report on ethical consumerism. The aim of this assignment is to reveal the meaning of ethical consumption in markets. To this end, Adidas Company is critically reviewed. Adidas manufactures sportswear and equipment. This report uses a survey design where a questionnaire or an opinion survey is the data collection instrument. Ethical consumerism is influenced by several factors some of which are, the quality of the products, advertisements, brand image and the moral value that users attach to different products. Corporate social responsibility and appropriate advertising are some of the activities that improve ethical consumerism. The data collected in this study is analyzed and presented in tables and figures. Contents Executive Summary 2 List of Tables 4 List of Figures 5 1.0 Background of the Study 6 1.1 Introduction 6 2.0 Literature Review 6 2.1 Overview of Ethical consumerism 6 2.2 Review of Adidas Company 9 2.2.1 Adidas Mission, Vision and Values 10 3.0 Methodology 12 4.0 Results of Survey 12 4.1 Response rate 12 4.2 Price of Adidas products 13 4.3 Quality of Adidas products 15 4.4 Brand Image of Adidas 16 4.5 Convenience for purchasing Adidas products...
Words: 3626 - Pages: 15
...Is Golf A Sport? ?? DeVry University Is golf a sport? You could say this it would be a stretch to call this a controversial issue, but whether golf is a sport or not has been endlessly debated for as long as there have been men sitting on barstools arguing about sports. The problem is that we live in a culture that constantly turns everything into measurable tests of will power and skill. So we decide to score non-competitive activities and that leaves us to wonder if the activity is a sport. As individuals, we rely on our own bias to guide us in making a determination if an activity is a sport. Because of these individual determinations you have a lot of people that will argue that golf is a sport and just as many people arguing that it is not a sport and just a game. Both sides of this argument are correct in their assumptions, golf can be defined both as a sport and as a game. Golf is a very difficult game; it requires precision and physical ability to play at a competitive level. To be a successful golfer you need to have a consistent golf swing that requires sound mechanics and precise timing. The swing is a very complex motion that requires coordination of 17 muscle groups. These muscle groups consist of muscles located in the hands, the wrists, the arms, the abdomen and the legs (McHardy, 2005). The overall swing consists of a back swing, a down swing and an upswing. All three of these parts of the swing must work in harmony to produce solid result. If something...
Words: 2215 - Pages: 9
...ESSAY TITLE: INTERCULTURAL MARKETING AND PUBLIC RELATIONS CAMPAIGN OF COCA COLA IN VARIOUS COUNTRIES. Introduction This study is based on the intercultural communication of Coca-Cola company through a public relation or marketing campaign and is currently at the leadership position in the beverage industry known as a global brand. The successful recognition gained in the global market through its strong brand image, strategies and efficient marketing management about understanding, appreciating the intercultural difference in business by promoting clear communication, building trust by means of researching to societal contemporary issues causing crisis and solving the psychological effect by dint of bringing happiness in all difficulties and tragedy through children choir singing stories of hope and optimism in the midst of negativism revolving around the world and reassuring the society there is reason to believe in happiness. The campaign is solemnly on how culture should be emphasized in the global world. This study will further look how culture is being phased out in different context of the campaign by telling different stories of hope to different countries and collectively programming the mind towards achieving happiness in all odds, culture is a critical phenomenon to the need for communication as the emergence of globalisation. Globalization is a divergent term which may have both negative and positive impact on human with their society but the culture binding...
Words: 1807 - Pages: 8
...1. Introduction As the Olympics and other sports events have raised people’s interest, the doping problem in sports has aroused wide attention of the international community. There is an increasing number of unregulated doping events detected in some important international sports events. Most people think performance enhancing drugs should not be allowed in sports; however, actually, doping should be advocated on the basis of safety. In this essay, the reason why athletes dope and why society disapproves of this phenomenon will be explained. Then the situation of the inevitability of doping will be discussed. Finally, the reason why doping should be allowed will be illustrated. 2. Reason of doping and disapproval of society Doping in sports is regarded to be against the rules and the athletes who doping in their competitions are considered that they are cheating. Although there is public opinion in society, some athletes still would like to take risks in doping. Why do athletes determine to dope in sports regardless of all consequences? And why do the society so oppose this phenomenon? 2.1 Reason of doping Athletes, especially elite athletes, desire great perfomance in competition and honor of win. Moreover, once they win the championship, they start to attach to maintain the title and break the record. These benefits and glory make the idea of doping grow in some athletes’ heart. Recently, the whole world was shocked by the news that the most famous cycling champion...
Words: 1300 - Pages: 6
...Introduction Adidas is a company that manufactures shoes and sport apparel. The founder is Adolf Dassler who is German. The name created by combination of the name and surname Adi Dassler, who started producing shoes in 1920s with the help of his brother Rudolf Dassler. That make costumer, to recognize Adidas is three parallel stripes of the same color. Slogan: “IMPOSSIBLE IS NOTHING” 1. History 1949-2005 Due to the death of Adolf’s son (Horst Dassler), the Company was bought in 1990 by Bernard Tapie. Back then Tapie was specialist of rescuing bankrupt companies. Next step was to change the place of production to Asia and make a promotion campaign by using a famous person as Madonna (famous singer). In 1992 economical problems lead Tapi to sell Adidas to Lyonnais bank. Lyonnais sold Adidas to Robert Louis-Dreyfus who was also the president of the Olympique de Marseille football team. In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed to Adidas-Salomon AG. Seven years later, top English fashion designer Stella McCartney launched a joint-venture line with Adidas. This line was a sports performance collection for women called "Adidas by Stella McCartney". After 2 years, Adidas introduced the Adidas 1, the first ever production shoe to utilize a microprocessor. In August 2005, Adidas bought rival Reebok. At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with...
Words: 2018 - Pages: 9
...Eastman Kodak, Fujifilm Innovation vs. Tried and True Introduction Eastman Kodak and Fujifilm have numerous accomplishments to brag; they have both amassed large success in the photographic commerce. While Eastman Kodak had the upper hand in the industry for nearly 100 years, Fujifilm has managed to flourish while Kodak filed bankruptcy in 2012. Fujifilm appears to have strategically implemented an equation that will thrive as long as they continue to invest in innovation, and navigate market changes. History Eastman Kodak and Fujifilm have been competitors since Fujifilm’s inception in 1934. Eastman Kodak had more than half a century worth of discovery and expertise over the incoming Fujifilm. However, when Fujifilm opened operations January 1934 within a month’s time they were producing all the same products as Eastman Kodak: roll film, photographic print paper, dry plates, and x-ray movie. It took George Eastman, inventor and proprietor of Eastman Kodak 25 years to invent color film (Eastman Kodak, unknown); in detail, George Eastman was renowned for very cautious designing temped with endurance, he did not hurry discovery and breakthroughs he was able to take his time because the industry was somewhat new and there was no real competition. As Kodak was ascending the ladder of success, George Eastman and his group of inventors had conceived many first. Including, the first dry plate formula along with the first patented appliance for organizing large amount of...
Words: 1895 - Pages: 8
...| Innovation of the TwoVianna DooleyProfessor GallowayStrayer University08/05/2014 | | Eastman Kodak Company and Fujifilm are competing corporations in the photography industry. When the industry changed both companies were affected, but due to very different management styles and ability to adapt to change Fujifilm took a lead while Kodak fell behind. George Eastman founded Kodak, in 1888. The company’s early success was based on the new technology for cameras. The camera simplified the photo taking process (Williams, C. 2013) Kodak’s main focus was photography and imaging. They had an array of products that ranged from photography equipment, film, paper and color chemicals. In the1980’s, Kodak’s market share reached 90%. This was a very special moment in the company’s history. Kodak developed the first concept of the digital camera in 1975. Their executives could not imagine the world without traditional film; unfortunately, the idea was dropped because they feared it would threaten the company’s film business. Digital cameras would become common; the technology started to spread and film sales dropped considerably at the late 1990’s. Kodak made a slow transition to digital technology. Unfortunately, their competitors adapted to change. This lead to Kodak’s loss of market shares both in the United States and worldwide. The company filed for Chapter 11 bankruptcy protection. After one year of continuous battle to keep the company prosperous, the court approved financing...
Words: 2401 - Pages: 10
...A Management Comparison of Kodak and Fujifilm Name: Aileen Pena-Valentin BUS302 Date: 07/21/2014 A Management Comparison of Kodak and Fujifilm The purpose of this paper is to examine compare and contrast the history, management and leadership skills of both companies, Kodak & Fujifilm. Description of the History and Core Businesses Both Kodak and Fujifilm will be examined to identify the similarities and differences in their business successes and failures. Each business will be analyzed to develop a more complete understanding of how the businesses were formed and the paths each as followed to arrive at their current market positions. Kodak Kodak began as Eastman Kodak in 1880 founded by George Eastman. He was known for his pioneering technology and innovative marketing. When George was 24 years of age he wanted to take a vacation and one of his coworkers asked him to record his trip. He bought a photographic outfit with all its paraphernalia and wet plates. The outfit was so big and cumbersome that he thought he could simplify the process. He read British magazines that explained how they were making their own gelatin emulsions to coat the plates so that they would not be wet plates. He perfected the process and began making his own gelatin emulsions and coated plates. By 1880 he invented a dry plate formula and patented a machine for preparing a large number of plates and that is how Eastman Kodak began. His company began to grow but faced collapse...
Words: 2672 - Pages: 11
...approval of the bid for the London 2012 Olympic Games and Paralympic Games, the London Organizing Committee for the Olympic Games and Paralympic Games (LOCOG), was assigned the duty to strategically devise the plans for executing “the world’s largest peace-time event” (“The Times100, 2012). Tremendous efforts go into the planning and development of a mega event such as the Olympic Games. The vision for the London 2012 Olympic and Paralympic Games could potentially facilitate a substantial opportunity that will realize vast outcomes socially, culturally, economically and environmentally for the country beyond 2012 (“Times 100,”2012). However there are underlying concerns present that could potentially impact the local community, outweighing the benefits and the LOCOG’s efforts to achieve this vision. I will provide brief background information on the London 2012’s Olympic aspirations, and analyze the opportunities and debunk the concerns for the social, cultural, economic, and environmental aspects involved in delivering favorable results, according to the vision goals. I will follow with a discussion and analysis of the London 2012’s values and their effect on the goals of the Games. Then I will apply SMART methodology as a framework for measuring the London 2012 sustainability objectives. Finally I will evaluate opportunities for the local schools to become involved in the objective goals for London 2012. London 2012’s Vision Beyond the Olympic and Paralympic Games An established...
Words: 2653 - Pages: 11
...Responsible Corporation Corporation as a legal entity by law is granted the ability to obtain rights and obligations. While existing only on paper with the hands of their employees of various levels and shareholders a firm is created, operated, developed. The downside of being an ephemeral entity is that all the responsibilities of a corporation are assigned by law and directly linked to the main purpose of its mere existence. To generate profits in order to generate more profits in the future. Merriam-Webster Dictionary defines responsible as “able to answer for one’s conduct and obligations and able to choose for oneself between right and wrong” (Merriam-Wbester Inc.). In this essay we are going to identify in what ways a corporation may realize its responsibility and how in practice some of these responsibilities are fulfilled. In his work on corporate social responsibility John Campbell discusses several dimensions of how it is possible to measure (social) responsibility of a corporation. Among them are mentioned the following levels: “how the corporation treats its employees with respect to wages, benefits, and levels of workplace safety; how it treats customers with respect to product quality, truth in advertising, and pricing; how ihow the corporation treats its employees, how it treats customers, how it treats its suppliers, how it treats the government, how it treats the community (p. 5). It possible to distribute these levels into two groups. Responsibilities towards...
Words: 1695 - Pages: 7
...KODAK VS. FUJI: THE BATTLE FOR GLOBAL MARKET SHARE by Thomas C. Finnerty Thomas C. Finnerty is a doctoral candidate in the Doctoral of Professional Studies Program, Lubin School of Business, Pace University, New York. This case was written under the supervision of Warren J. Keegan, Professor of International Business and Marketing and Director of the Institute for Global Business Strategy, Lubin School of Business, Pace University, New York, as a basis for class discussion rather than to illustrate either effective or ineffective handling of a business situation. ©2000 Dr. Warren J. Keegan. *The following case solely represents the opinion of the author and does not express the opinions of the Eastman Kodak Company of Fuji Photo Film U.S.A., Inc. ACKNOWLEDGMENTS This case study reexamines the competitive relationship of the two giants of the photographic and imaging industry: Eastman Kodak Company and the Fuji Photo Film Co., Ltd. It uses the 1990 case study of Dr. H. Donald Hopkins of Temple University, “Kodak vs. Fuji: A Case of Japanese-American Strategic Intervention” as a reference point and attempts to update and clarify this relationship at the beginning of the 21st century. In the nine years since the Hopkins’ case study was published, Kodak has seen some troubled times, yet recently seems to have stabilized. Simultaneously, Fuji continues to slowly gain more of Kodak’s still-dominant market share. The evolution of the industry has been exciting and dynamic...
Words: 6293 - Pages: 26
