0000000000221331
AUTHOR
Benoit Seguin
Ambush Marketing in China: Counterbalancing Olympic Sponsorship Efforts
This paper provides an empirical insight into the perception and use of ambush marketing on the People's Republic of China public television network CCTV5 (the official Olympic broadcaster), by examining the commercials used by various corporations during its coverage of the 2004 Olympic Games in Athens. A five-point categorization is presented to distinguish between various methods of ambushing. Despite the efforts of the Beijing government to fight ambush marketing ahead of its Olympic Games in 2008, the results demonstrate that concerns about the practice of ambush marketing in China must be taken seriously. An analysis of 40 commercial spots was carried out, based on China's 2002 Olympi…
Profiling Major Sport Event Visitors: The 2002 Commonwealth Games
It has become common practice for governments and municipalities around the world to bid for the right to host a major sporting event. Prior to embarking on the bidding process, politicians attempt to determine whether such an event will be of value to their municipality; and often focus on the estimated economic consequences of hosting such an event. Frequently, studies are commissioned to predict the event's economic value. However, these studies often miscalculate the potential impact of sport event visitors as consumers. We argue that enhanced profiling of these visitors will enable a more accurate assessment of economic impact. The current research surveys 1,196 spectators of the 2002 …