Ethical Aspects of Guerrillа and Ambush Marketing Cover Image

Ethical Aspects of Guerrillа and Ambush Marketing
Ethical Aspects of Guerrillа and Ambush Marketing

Author(s): Dejan Dašić, Nataša Milojević, Aleksandra Pavičević
Subject(s): Economy
Published by: Висока економска школа струковних студија Пећ у Лепосавићу
Keywords: Guerrilla marketing; Ambush marketing; Advertising; Sponsorship

Summary/Abstract: The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities of other sponsors who have acquired rights under a contract with the sponsoring entity.

  • Issue Year: 15/2020
  • Issue No: 2
  • Page Range: 49-69
  • Page Count: 21
  • Language: English