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Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers. The term "ambush marketing" was coined by marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for American Express in the 1980s.〔(【引用サイトリンク】url=http://www.sportspromedia.com/notes_and_insights/rise_of_the_pseudo-sponsors_a_history_of_ambush_marketing )〕 Most forms of ambush marketing capitalize on the prominence of a major event through marketing campaigns that associate an advertiser with it, but without actually having paid sponsorship fees to the event's organizer to identify themselves as an "official" partner or sponsor. An advertiser may engage in ambush marketing in "indirect" means—where the advertiser alludes to the imagery and themes of an event without any references to specific trademarks, or in "direct" and "predatory" means—where the advertiser makes statements in their marketing that mislead consumers into believing they are officially associated with the event (including the fraudulent use of official names and trademarks), or performs marketing activities in and around a venue to dilute the presence of "official" sponsors. Ambush marketing is most common in sport; the practice has been a growing concern to the organizers of major sporting events—such as FIFA (FIFA World Cup), the International Olympic Committee, and the National Football League, as certain forms of ambush marketing can devalue the exclusive sponsorship rights that they had sold to other companies, dilute the exposure of official sponsors, and in some cases, can involve the infringement of an organizer's trademarks. In an effort to control ambush marketing, organizers have, in recent years, required the host cities of their major events to enact special laws restricting the use of an event's intellectual property, restrictions on non-sponsors creating unauthorized "associations" with an event by referring to certain words and concepts, and the ability to ensure that only authorized advertisers may have marketing presence within a specified radius of the site. Such regulations have attracted controversy for limiting freedom of speech, and for preventing companies from factually promoting themselves in the context of an event. ==Intent and techniques== Typically, ambush marketing is used to "ride off" the prominence and draw of a major event, aligning promotional activities and publicity around it, without having to pay fees to the event's organizer to be designated as an "official" sponsor in a certain product category. Ambush marketing techniques can be classified into two categories: "direct" forms of ambush marketing involve advertisers promoting themselves as being a part of or associated with an event, diluting the exposure of official sponsors and their respective campaigns—especially if they are the product of the non-sponsor's competitors, while indirect forms of ambush marketing use imagery relating to an event in advertising to evoke a mental connection with it, without specifically mentioning it.〔〔 "Predatory" forms of direct ambush marketing involve fraudulent claims by a non-sponsor that pass themselves off as being an "official" sponsor, usually by making direct references to trademarks relating to an event, but without having any official authorization from the event's organizers to identify itself as an official sponsor or use its trademarks. An advertiser may attempt to perform a publicity stunt inside the venue itself to attract attention to their brand, such as having attendees wear attire that is associated with the company.〔〔〔 An official sponsor can also be involved in direct ambush marketing if they perform more extensive promotional activities at an event than they were originally authorized, such as distributing branded merchandise when they were only granted advertising on signage—especially if these activities compete with those of another sponsor authorized to do so.〔 A company may also perform direct ambush marketing by riding coattails—factually marketing their role in connection to an event or its participants. For example, a company which produces sporting equipment may advertise that they are the official supplier for a specific athlete or team.〔〔 Similarly, a non-sponsor may choose to solely sponsor the event's telecast by a broadcaster, but not the event itself.〔 The factual acknowledgment of a non-sponsor's involvement with the participants in an event by, for example, a television host or commentator, can also be considered an incidental form of coattail marketing, as it provides additional unpaid publicity to the brand.〔〔 Most forms of indirect ambush marketing involve a non-sponsor making use of imagery, themes, and values similar to what the event and campaigns from official sponsors express, either positively or negatively, and without making specific references to the event itself or its trademarks. In essence, the advertiser markets itself using content that evokes a mental association with the event, and as a result, appeals to those who are aware of the event.〔〔 Advertisers may use a well-known generic nickname for the event that is not a trademark, such as "the big game". Similarly, a non-sponsor may use "distractive" techniques to divert consumers' attention away from the actual event and its official sponsors using similarly indirect means; for example, a non-sponsor may saturate the area at or around its venue (including street vendors, billboards, and public transport) with a competing marketing presence. Such "saturation marketing" may either be indirectly related to the event, or be incidental and make no references at all. In some cases, a company may sponsor or create a similar "parallel property", designed to compete directly with a major property by evoking similar thematics.〔 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「ambush marketing」の詳細全文を読む スポンサード リンク
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