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Abstract

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 'stealing the effects of someone else's sponsorship'. Ambush marketing has become a global phenomenon in the past thirty years. As this topic has not been widely researched in domestic scientific literature, the aim of this paper is to present the causes, types and effects of the ambush marketing. Ambush marketing is mainly associated with major sporting events, which present a great marketing opportunity because of a large number of attendees, but many cases of it are not related to sports. This practice includes various activities that can significantly undermine the effects of the official event sponsors. However, one of the problems is that the law does not recognize the term 'ambush marketing', and most of its activities do not really violate the law, but represent the free market competition.
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... Wearable technology is already proven to be successful for increasing physical activity of women [26], so it might be appropriate to inform them how to measure the level of their physical activity by using disposable technology. In this regard, activities of ambush marketing, to which attention is being paid in domestic conditions as well, can be used [42]. For example, under the billboard which promotes some possibility of physical activity, there could be added information about disposable free wearable technology. ...
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Chapter
Der Einsatz von erlebnisorientierten Veranstaltungen als Instrument der Kommunikationspolitik hat sich seit den 1990er Jahren unter dem Begriff Eventmarketing etabliert. Entstanden vor dem Hintergrund der Wertewandelsdiskussion fand das Eventmarketing in der Praxis der Unternehmenskommunikation eine nahezu euphorische und aus wissenschaftlicher Sicht zunächst höchst unreflektierte Aufnahme (vgl. Zanger/Sistenich, 1996, S. 234). Mit der zunehmenden praktischen Erfahrung mit dem Instrument und der begleitenden wissenschaftlichen Analyse seiner Einsatzmöglichkeiten und Wirkungsweisen konnte sich das Eventmarketing in den letzten zehn Jahren jedoch als eigenständiges Kommunikationsinstrument durchsetzen.
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1. Introduction – 2. Calling in the Lawmaker – 3. Applying common law mechanisms – 3.1 Intellectual and industrial property law – 3.2 Property rights –3.3 Consumer law – 3.4 Prevention of unfair competition – 4. Ad hoc Legislation –4.1 Examples – 4.2 Classifications – 4.3 Negative Aspects – 5. Search for a Solution– 5.1 Contractual Approaches – 5.2 Individual Contracts – 5.3 Codes of Conduct –5.4 Limits of the Contractual Techniques – 6. On-site interventions – 6.1 Enhance exclusiveness – 6.2 Enhance Sponsorship Programme Activation – 6.3 Human Means
Book
Nafziger and Ross have provided an enormously useful collection of incisive and integrating essays that cover the gamut of important issues in the emerging field of international sport law. - Andrew Zimbalist, Smith College, US. © The Editors and Contributors severally 2011. All rights reserved.