Ambushing China and the Olympics
Ambush marketers, by loose association with an international sporting event, can claim the same benefits of advertising as an official sponsor who will have paid a great deal for that status. This can result in the misappropriation of intellectual property, and allows a marketer to unfairly capitalize on the publicity surrounding an event, such as the Olympics. As China gears up for the Beijing games, this is an important issue that needs to be addressed.
Date:
April 2008
Keywords (click to search): [ambush] [marketing] [Olympics] [Expo] [advertising] [intellectual property]
By Douglas J. Wood*
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