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Introduction
Ambush marketing, which initially came from sports sponsorship, refers to the planned marketing campaign conducted by ambush marketers. Ambushers associate their own with a certain activities that have an impact in order to access to the same cognition or other interests with the official sponsor to some extent. Ambush marketing, also called parasitic marketing, is not a concept in the marketing. It makes the sports marketing sector headache, and it has become the difficulty and hotspot of sports marketing study in recent years. Whether ambush marketing is an unethical trick or a justified professional tool? This essay will take a look this debated problem. Firstly, this essay will give the definition of ambush marketing. Subsequently, it will summarize ambush marketing’s common strategy. Following this, the essay will try to find the intrinsic motivation of ambush marketing. After that, this essay will attempt to grasp the essence of ambush marketing. Finally, the essay will conclude.

1.Introduction
2.Definition of Ambush Marketing
3.Common Strategy of Ambush Marketing
4.The Intrinsic Motivation of Ambush Marketing
5.The Essence of Ambush Marketing
6.Conclusion
7.References

Conclusion
In conclusion, ambush marketing is a professional tool. Companies use this tool to fight the sponsorship marketing plans and to weaken its

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influence of its competitors. It is the direct product of the competition between enterprises in terms of sponsorship marketing. For businesses which are unable to obtain scarce event sponsorship resources or opportunities, it often is one of the competitive strategies which can work wonders. However, as more and more event organizers and sponsors are aware of the danger of ambush marketing in sponsorship proceeds, ambush marketing will face a great deal of pressure. But as Tony (1994) said “event owner control all promotional opportunities”, there are always areas which event owners and sponsors are not able to reach in huge total sponsors events. So it can be expected that in the coming competition, ambush marketing will not only exist but will have more innovation in form and content.

References
Bjon Walliser, 2003. An International Review of Sponsorship Research: Extension and Update. International Journal of Adverting, vol.22, pp. 5-40.
Francis Farrelly, Pascale Quester and Stephen A. Greyser, 2005. Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing. Journal of Advertising Research, vol.45, pp. 339-348.
Marc Mazodier and Pascale Quester, 2010. Ambush Marketing Disclosure

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Impact on Attitudes toward the Ambusher’s Brand. Recherche et Application en Marketing, vol.25, pp. 51-67.
Nora J. Rifon, Sejung Marina Choi, Carrie S. Trimble and Hairong Li, 2004. Congruence Effects in Sponsorship. Journal of Advertising, 33(1), pp. 29-42.
Tony Meenaghan, 1994. Point of View: Ambush Marketing: Immoral or Imaginative Practice? Journal of Advertising Research, 34(5), pp. 77-88.