Ambush marketing意思
"Ambush marketing" is a marketing strategy in which a company gains exposure to a particular event, product, or service without being an official sponsor or without paying any fees or royalties. The term "ambush" implies that the company is trying to catch consumers off guard with its marketing efforts, often by associating itself with a popular event or trend.
Ambush marketing can take many forms, including:
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Product Placement: Placing a product in a movie, TV show, or other media without the permission of the copyright holder.
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Event Sponsorship: Sponsoring an event that is similar to or related to a major event, such as a sports tournament, to gain exposure to the same audience.
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Social Media Marketing: Using social media to associate a brand with a popular trend or event without being an official sponsor.
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Influencer Marketing: Using influencers to promote a brand in association with a major event, even if the brand is not an official sponsor.
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Guerrilla Marketing: Carrying out surprise marketing stunts in public places to generate buzz and exposure.
Ambush marketing can be controversial because it can mislead consumers into thinking that a company is more closely associated with an event or product than it actually is. It can also be seen as unfair competition, since official sponsors often pay large sums of money to be associated with an event.
As a result, many events and organizations have taken steps to prevent ambush marketing, including through the use of strict sponsorship contracts and anti-ambush marketing laws.