Marketing is a crucial aspect of any business, and companies often go to great lengths to promote their products and services. However, not all marketing techniques are ethical or legal. Ambush marketing is one such technique that is often frowned upon. In this article, we will explore the definition and meaning of ambush marketing.
Definitions
Ambush marketing refers to a marketing strategy in which a company tries to associate itself with an event or property without paying any sponsorship fees. In other words, they try to ride on the coattails of an event or property to gain exposure for their brand.
Origin
The term “ambush marketing” was first coined in the 1980s during the Olympic Games. A non-sponsor company, American Express, ran an advertisement campaign with the tagline “Don’t leave home without it” during the Olympics, which was held in Los Angeles. Though American Express was not an official sponsor of the Olympics, they used the event to promote their brand, which led to the coining of the term “ambush marketing.”
Meaning in different dictionaries
According to the Merriam-Webster Dictionary, ambush marketing is defined as “the practice of using marketing tactics to create the impression of being an official sponsor of a particular event, when in fact, the organization has no official connection with the event.”
The Oxford Dictionary defines it as “a marketing strategy in which a company tries to associate itself with a particular event or property without paying any sponsorship fees.”
Associations
Ambush marketing is often associated with events such as the Olympics, World Cup, and other major sporting events. However, it can also be used in other contexts such as music festivals, product launches, and conferences.
Synonyms
Some synonyms of ambush marketing include guerilla marketing, parasitic marketing, and stealth marketing.
Antonyms
The antonyms of ambush marketing are legitimate marketing, ethical marketing, and legal marketing.
The same root words
The root words of ambush marketing are “ambush” and “marketing.” Ambush refers to a surprise attack, while marketing refers to the promotion of products or services.
Example Sentences
- Nike’s guerrilla marketing tactics during the Olympics raised eyebrows among its competitors.
- The non-sponsor company’s parasitic marketing strategy during the World Cup was met with criticism from the official sponsors.
- The company was accused of using stealth marketing tactics to promote its product at the conference.
In conclusion, ambush marketing is a controversial marketing technique that companies use to gain exposure for their brand without paying sponsorship fees. While it can be effective in generating buzz, it can also harm the reputation of the company if it is seen as unethical or illegal. Companies should be mindful of the consequences of their marketing tactics and strive to promote their products and services in a legitimate and ethical manner.