APA 4145 Lecture Notes - Lecture 7: 1988 Winter Olympics, Talking Point, Ambush Marketing
12 Jan 2016
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We buy into the value created through advertising take something with little intrinsic value and creating a larger value for it leverage it through social media sponsorship and ambush marketing are closely related. Used london places that aren"t in the uk to evade direct. Nike realized there are many places actually called london where. Olympics are supposed to be inclusive but are actually pretty world but just by yourself elitist company exclusive: there aren"t the same opportunities for everyone. Videos are good for ambush marketing since it becomes very difficult to get them removed: where is the video actually coming from, might be from a different country where legislation may not apply. Nike was very clever in this strategy. Main objective: confuse the consumer as to who is the official sponsor. But most people don"t know who the olympic sponsors are. 3 factors affect: entry fee to sponsorship increasingly high, exclusivity.
