2002 FIFA 월드컵 엠부쉬 기업에 대한 소비자의 인지도 연구

A Research of the Consumers" Acknowledgement Rate to the 2002 FIFA World Cup Ambush Companies

  From the 2002 FIFA World Cup, we can know that there were no big differences between the ambush companies and official sponsors. This might be considered as that both are in the same boundary of the sports advertisement targeting consumers who were much interested in the victory of Korean team rather than commercial. So this is the result of the ambush companies" applying the consumers" interests to advertisement. The ambush companies made the discontent voice of the official sponsors rise because they have had not enough profits from the huge amount of investment. Becoming a sponsor means more opportunities of investment and more profits over expenditure. Like the cases of SK Telecom and KTF in the World Cup, if the successful ambush marketing extends its influence, this will stimulate other companies to do the ambush marketing and reduce the worth of sponsorship. Therefore, the host organization should impose relative legal controls on it and the sponsors need a countermove against it. The most important thing is improving the environment of management so that it has more respect for the right of the sponsors. In the follow-up research relating the World Cup ambush marketing companies, the following studies should be continued. Firstly, it will be worthy to study the influence of the World Cup ambush companies in other countries. Secondly, it is necessary to compare the influence of pre-participation and that of post-participation, because any ambush company might be the well-recognized one by other general advertisement. Finally, it is necessary to select diverse target group of the study, because students have been mainly selected.