AMBUSH MARKET Meaning and
Definition
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Ambush market is a term used to describe a specific type of market strategy employed by businesses to gain a competitive advantage by leveraging or capitalizing on a major event or occasion without having official sponsorship or association with the event. This strategy involves attempting to attract the attention of consumers who are already engaged in or interested in the specific event or occasion.
In an ambush market, businesses make efforts to create marketing campaigns or promotions that are targeted towards the event's audience, even though they may not have any direct affiliation with the event or its organizers. This approach aims to seize the attention and interest of consumers who are already mentally and emotionally invested in the event, diverting their focus and potentially influencing their purchase decisions.
Ambush marketing typically involves careful planning and execution to ensure that the business's promotions or advertisements are noticeable enough to capture the attention of the event's audience, while avoiding any legal or ethical issues related to falsely implying official association with the event.
However, ambush marketing can be controversial, as it can create confusion among consumers who may mistake the non-sponsoring business as an official partner. It may also raise concerns for event organizers and official sponsors who invest significant resources into securing exclusive marketing rights.
Overall, an ambush market is a space where businesses attempt to gain exposure and advantage by targeting an existing event's audience while having no official affiliation with the event.
Etymology of AMBUSH MARKET
The term "ambush market" does not have a specific etymology of its own as it is a combination of two words, "ambush" and "market". However, the etymology of each individual word can be described as follows:
1. Ambush: The word "ambush" originated from the Middle English word "embushen", which came from the Old French word "embuschier", meaning "to place in a bush". The olden form of this term referred to a military tactic where soldiers would hide in bushes or shrubs to surprise and attack their enemies. Over time, the term evolved to encompass unexpected and concealed attacks in general.
2. Market: The word "market" originated from the Latin word "mercatus", which comes from "merx", meaning "merchandise" or "trade".
