1887

n Without Prejudice - Pop goes the weasel : special feature

Volume 10, Issue 2
  • ISSN : 1681-178X
USD

 

Abstract

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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/content/jb_prej/10/2/EJC49138
2010-03-01
2016-12-11

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