I happened to catch a very entertaining (and educational) overview of ambush marketing on CBC Radio's Under the Influence program this weekend, then came across a related news story that connected the topic to the Olympics: Sochi Olympics on lookout for ambush marketing.
I thought I'd do a quick bit of exploring to see what our library had to offer on this topic. Here are a few highlights from my searches:
- A 2013 ebook: Ambush marketing in sports : theory and practice
- Business Source Complete offers many articles from industry magazines on ambush marketing
- Still in Business Source, there's an interesting 12-page case study with a direct link in our catalogue: Ambush Marketing Case Study: Successfully Leveraging High-Profile Events to Raise Brand Profile
- In hopes of finding more real-world examples, I jumped over to our newest database, Factiva, and search for the phrase (in quotation marks) "ambush marketing" in all dates (changing the default from 3 months to "all dates"). This got me thousands of articles from publications such as the WSJ, the Guardian, The Times of India, and Advertising Age.
- Hoping to tighten that last Factiva search up a bit, I changed it to "ambush marketing" w/10 (olympic or sochi) (The w/10 means the phrase ambush marketing must be within 10 words (any order) of either Olympic or Sochi). This cut my results down to mere hundreds, instead of thousands, of articles.
- One last stab at the Factiva search: I added and wc>500 to the search to get only those articles which have a word count of more than 500 words. This cut my result list in half. Many are long just because they are digests on a number of topics, but some of them truly are in-depth looks at the topic in publications such as Deutsche Welle, Smart Money, and Mondaq Business Briefing.
All great fun. And did you notice how I managed to squeeze a few more mentions of our new database, Factiva, into this post. Not quite ambush marketing, I'll admit (how can I ambush myself?) - more opportunistic, I guess! :-) If you haven't tried Factiva yet, do give it a shot and let us know what you think. Contact info for your Bus/Econ Librarian team is below.
- Mark Bodnar (Business – Burnaby): email@example.com
- Megan Sorenson (Business – Vancouver): firstname.lastname@example.org
- Andrea Cameron (Business – Surrey): email@example.com
- Carla Graebner (Economics – Burnaby):firstname.lastname@example.org