Bentuk-Bentuk Strategi Ambush Marketing Yang Dijalankan Oleh Pihak Sponsor Pada Kejuaraan Djarum Indonesia Open

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Ygnasius Dio Nanda Permai

Abstract

The role of sport sponsorship  as the main option in the marketing communication  has become a very vital part in funding various Ambush marketing related to sport, where a company which is not an official sponsor of the event (official partner) conduct a business that includes their names, products, and services to a sporting event or kopetisi with a marketing strategy that is "unique". The purpose of  this   study   was   to  determine   the   forms   ambush   marketing strategies   taken  by  the  sponsor  in  the  Djarum  Indonesia  Open Championship  and to determine  consumer  response to the Djarum Indonesia  Open championship  against forms of Ambush Marketing strategy.  Results  of  the  study  that  the  shapes  strategy  Ambush Marketing   in  run  Party   Links   Championship   Djarum  Indonesia Open, among others:   the  first  one  that  is,  forms   of   strategies Ambush marketing is run by the Party Links Championship Djarum Indonesia Open is: Sponsor media coverage of the event or ambusher become   sponsors   of  the  various   media   that   include elements of an event, usually by creating events in hot spots around the event took place, a sponsor from the event and perform exploitation campaign   aggressively, making sponsorship linked with the contribution of sports stars as well as engage in Advertising, which coincided with sposnsor event. Secondly, the consumer response is  part of consumer behavior at    the championships  Djarum Indonesia Open can be shown in willingness to recommend the brand or ready in recommending the brand to others,  willingness  to pay a price  premium  for the brand,  namely the decision of use of the brand is based on the price offered price itself  is  inseparable   from  the  values  and  benefits  that  includes products or services offered, as well as willingness  to accept brand extensions  that  decition  in using  an  existing  brand  belonging  has launched a new product.

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How to Cite
Dio Nanda Permai, Y. (2016). Bentuk-Bentuk Strategi Ambush Marketing Yang Dijalankan Oleh Pihak Sponsor Pada Kejuaraan Djarum Indonesia Open . Akubis: Jurnal Akuntansi Dan Bisnis, 1(02), 12-23. https://doi.org/10.37832/akubis.v1i02.21
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