n Without Prejudice - Pop goes the weasel : special feature
|Article Title||Pop goes the weasel : special feature|
|© Publisher:||JetBlue Publishers (Pty) Ltd|
|Publication Date||Mar 2010|
|Pages||22 - 23|
Ambush Marketing can generally be described as a practice whereby a person, often a competitor, intrudes upon public attention surrounding an event thereby deflecting attention towards itself and away from a sponsor. It occurs when a trader seeks to utilise the publicity value of a sponsored event, for instance a major sports tournament or concert, to gain a benefit from it despite not having any involvement or connection with that event and particularly having made no financial contribution that entitles it to derive any benefit.
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