Ambush Marketing

For this assignment, you will read a case and answer a series of questions concerning an analysis of ethical considerations governing marketing practices, as leaders are responsible for such endeavors. Begin by reading the following case, which can be located within the Business Source Ultimate database of the CSU Online Library.

Datamonitor. (2010, July). Ambush marketing case study: Successfully leveraging high-profile events to raise brand profile. Retrieved from

Then, draft a two-page paper by addressing each of the following items:

  • In your own words, how would you describe “ambush marketing“? Include two examples with your description.
  • What are the advantages and disadvantages (risks and consequences) of ambush marketing?
  • What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
  • Would you consider Bavaria Beer’s ambush marketing an unethical practice or simply a competitive strategy? Explain.
  • Can ambush marketing be both intentional and unintentional? Explain.
  • As a leader of an organization, would you allow the practice of ambush marketing? Explain.

Be sure to demonstrate a clear analysis as you address each question. Use APA style to format your assignment. For assistance in formatting your paper, refer to the Citation Guide. You are not required to complete additional research for this assignment; however, if you do, use APA Style to cite your sources.

Answer preview

I believe that ambush marketing can be planned or unplanned depending on how they occur. They are unintentional when the named brand did not intend to attract as much attention as they did. This can occur through the efforts of a third party. For instance, the media could initiate a dialogue about a player or team’s preferences, which attract more attention to the brand in discussion than the official sponsors of the event. The strategy can also be intentional if the company made calculated efforts to mislead the public that they were affiliated to, in collaboration with, or override the official sponsors.

[695 Words]

Ambush Marketing