BENTUK-BENTUK STRATEGI AMBUSH MARKETING YANG DIJALANKAN OLEH PIHAK SPONSOR PADA KEJUARAAN DJARUM INDONESIA OPEN

Abstract

The role of sport sponsorship as the main option in the marketing
communication has become a very vital part in funding various kind
activities such as sports, music, soni cultural and social activities.
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.