|
Danwei FM
China Businesscast: Olympics Marketing Part 2Posted by Robert Ness on Thursday, August 9, 2007 at 10:07 AM
Ambush marketing: non-sponsors taking advantage of the Olympic hype and the associated risks.  Trying to get a piece of the action I continue with Imagethief and Tom Doctoroff on the Olympics, this time tackling ambush marketing, the way non-sponsors can get in on the Olympic action. Imagethief gives us examples of ambush marketing and warns us of the legal trouble that companies could find themselves in down the road if they attempt this type of campaign. Tom Doctoroff, CEO Greater China of JWT, seems more optimistic about the opportunities for non-sponsoring brands, and gives good examples. Related Links
|
Partner Links
Jobs in China
Recent Comments
Henry on
The Eurasian Face
Caroline W on
Big in China
Michael on
Julia Lovell on translating Lu Xun's complete fiction: "His is an angry, searing vision of China"
Brandon K. on
Clueless academic takes on popular fantasy novels
Media Partners
Visit these sites for the latest China news
China Media Timeline
Major media events over the last three decades
Danwei Model Workers
The latest recommended blogs and new media
 From 2008
Books on China
 The Eurasian Face : Blacksmith Books, a publishing house in Hong Kong, is behind The Eurasian Face, a collection of photographs by Kirsteen Zimmern. Below is an excerpt from the series:
Big in China: An adapted excerpt from Big In China: My Unlikely Adventures Raising A Family, Playing The Blues and Becoming A Star in China, just published this month. Author Alan Paul tells the story of arriving in Beijing as a trailing spouse, starting a blues band, raising kids and trying to make sense of China.
Pallavi Aiyar's Chinese Whiskers: Pallavi Aiyar's first novel, Chinese Whiskers, a modern fable set in contemporary Beijing, will be published in January 2011. Aiyar currently lives in Brussels where she writes about Europe for the Business Standard. Below she gives permissions for an excerpt.
Front Page of the Day
A different newspaper every weekday
From the Vault
Classic Danwei posts
+ Korean history doesn't fly on Chinese TV screens (2007.09): SARFT puts the kibbosh on Korean historical dramas. + Religion and government in an uneasy mix (2008.03): Phoenix Weekly (凤凰周刊) article from October, 2007, on government influence on religious practice in Tibet. + David Moser on Mao impersonators (2004.10): I first became aware of this phenomenon in 1992 when I turned on a Beijing TV variety show and was jolted by the sight of "Mao Zedong" and "Zhou Enlai" playing a game of ping pong. They both gave short, rousing speeches, and then were reverently interviewed by the emcee, who thanked them profusely for taking time off from their governmental duties to appear on the show.
Danwei Archives
Danwei Feeds
Via Feedsky
 (on the mainland)or Feedburner  (blocked in China) Main feed: Main posts (FB has top links) Top Links: Links from the top bar Danwei Jobs: Want ads Danwei Digest: Updated daily, 19:30 |
 |
Chinese media, advertising, and urban life. |
|
tweet
facebook
bookmark
HaoHao
digg
Comments on China Businesscast: Olympics Marketing Part 2
I don’t think consumers should be duped into spending their hard earned paychecks on a product that uses deceptive marketing tactics. Some may see ambush marketing as fair play, but I think that employing such practices shows a lack of integrity on the business’ part that tells me that my money would be better spent elsewhere. I f you want to learn more about ambush marketing, read The Ambush Marketing Toolkit by Kim Skildum- Reid. It gives you an inside look at the nuts and bolts of how ambush marketing is pulled off. Understanding how it occurs is half the battle in putting a stop to it.
Do you really think they pass laws against ambushing? I’m not sure if making it illegal would be enough of a deterrent. After all, if a company stands to cash in on big bucks by ambushing at a big event like the Olympics, what’s a few thousand dollars fine for getting caught? I read Ambush Marketing Toolkit by Kim Skildum-Reid and it was very enlightening on the subject. I recommend it for anyone in sponsorship.