Through its uncompromising tactics, ambush marketing is a standard of high ethical drought in marketing strategies creativity and business morals.  Association with brands of to events or taking opportunities of unaware publics spells the lack of business ethics.

According to (Dahlstrom et al 3), this type of marketing is associated with an organization aligning its own brand without paying any fee in an event that is sponsored. In other words it strives on subtly sharing the pie. Most of these occur during high charged events such as sports and games to the least expected everyday occurrences such a conversation with a friendly stranger in the subway, in a bar and so on. It is highly unethical to depend on others to attract target market just like users of ambush marketing.

The aim of the response in respect to ambush marketing is to evaluate the ethical values that this strategy lacks. The broader perspective evaluates the marketing strategy toward the unaware community, the management plans towards such initiatives with regards to ethics.


It is interesting to know how such issues can and still occur in everyday incidences without any knowledge of the audience. More so, this marketing strategy differs from the others dealt with in the course. The reason may be due to being engrosses to the main of actual situation to notice the opportunity seeking marketers. This is quite extraordinary fact to the marketers who understand and recognize first hand such incidences as opposed to the unaware publics. The author’s instances made me think back on whether such like incidences ever happened to me within the public places or any other place. From theses strategies, it is likely to question, as to what degree can one point out ambush marketing? And also, basis of legal procedures that could be there or formulated to curb such unethical incidences irrespective of who or which company.

Dahlstrom et al (5) argue that, when planning for such incidences it is ethical for the organizations to understand the impact of their clientele once it become known of their strategy. Further, ethics are based on what is written as mandated by formulated policies with conditions or personal principles. According to (Dahlstrom et al 3), this type of marketing is based on utilizing the innocence of the unsuspecting audience or clients who would actually fall for them in the long run. Most of these organizations or brand s operate on the same competitive market and would require a portion regardless of the contract. The fact that some one has a legally biding document should not be basis of manipulating other people or the consumer. Genuine standards are always recognized with genuine activities and practices, therefore the ethical perception is to align the strategy towards the benefits of the society with firm marketing policies.

Though I believe it is unethical, (Dahlstrom et al, 17) portray it as opportunity for businesses, with the implication of not using such strategy since other organizations use this mode of marketing. One of the challenging facts about this issue is the varying trends based on the ethical values of its mandate such that it has both the support and opposition from various views in the market scene. Of course those using it will not oppose it as to those whose opportunity is shared and those who engaged without notice. Another fact is the level of implementation done precisely from planning of corporate mandate as a tool to increase turnover depending on the target level, hence this method offers a faster channel to reach unsuspecting consumers.

On a world perspective the strategy has limits creativity in marketing since it is a faster way to get to the target market without extra cost. The decision making process and control of such unethical ideologies lies within the corporate mandate which has been eluded from the marketing normalcy. On the other hand in such situation, one can only imagine the consequences of the brand agent blowing his or her cover over the initiative of the marketing strategy he or she works at. On a definite note, the reaction from the society will not be a favorable one with regards to the whole brand and the corporate reputation.

In conclusion, ethics in business especially marketing are subject of review especially for organizations that are on the lower track as opposed to those on the fast lane in terms of profits and reputation. Human nature is fascinating in regards to perceptions. This is notably seen in marketing scenarios where a person cannot construe such occurrences of marketing strategies and also, in big events since most organizations are reputable and uses reputable personalities, it passes as a normality which via in depth scrutiny may be total ambush marketing.

Just like any other field business ethical codes in marketing are pending with rights governing the strategies and what can be done from all corporate perspective to arrest this wayward mode for all to benefit genuinely, with penalties for transgressors.



Robert F. Dahlstrom, et al. “Ethical Ideologies: Efficient Assessment and Influence on Ethical Judgments of Marketing Practices.” Psychology & Marketing 20.1 (2003): 1-21. Business Source Complete. EBSCO. Web. 9 May 2011.


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