Fr. 52.50

Counter ambush marketing - What is the most effective counter ambush marketing strategy and who can deliver it best?

English, German · Paperback / Softback

Shipping usually within 2 to 3 weeks (title will be printed to order)

Description

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Sports sponsoring has become one of the most used marketing tools for corporations. Due to branch exclusivity clauses and limited high profile sponsor opportunities, a practice named ambush marketing emerged. Ambush marketing refers to the non-sponsor's attempt to create a connection with an event to benefit from its media attention and image. As a result, official sponsors and market researchers are trying to find an effective remedy to diminish the effects of ambush marketing. This study explores the effects of humorous and educational anti ambush campaigns as well as the influence of the communicator of these messages, to determine which approach is most effective in reducing the effects of ambush advertisement, while improving the brand image of the official sponsor.

About the author

Douglas Klein born in 1987 in Düsseldorf, bachelor in international management and master in sport management, specialized himself in sport sponsoring research.

Product details

Authors Douglas Klein
Publisher AV Akademikerverlag
 
Languages English, German
Product format Paperback / Softback
Released 31.07.2015
 
EAN 9783639854411
ISBN 978-3-639-85441-1
No. of pages 68
Dimensions 150 mm x 220 mm x 3 mm
Weight 107 g
Subject Guides > Sport

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