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 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.