英語選修課5.ppt

1、Ambush marketing：War minus the shooting,-As the costs of sports sponsorship rise, some firms opt to break the rules The Economist, Feb 16th 2006,2020/10/4,2,News: Olympic Sponsors,Vocabulary infrastructure 基礎(chǔ)設(shè)施 venue 比賽場地 pavilion（供公共娛樂或展覽等用的）臨時建筑,2020/10/4,3,CNN News: Olympic sponsors,True or False

2、 1)The Olympic sponsors have worldwide rights to use the Olympic symbol. 2)Sponsors are allowed to stick up huge advertising boards at the venues 3)OMEGA provides the official time-keeping for the Olympic games 4)McDonalds chose this Winter Olympics to announce it will start putting nutritional info

3、rmation on all packaging. 5)Coca-Cola now has a range of 14 drinks. 6)Badge collectors trade pins during the Olympics. 7)Fuji is used for every ID picture and for every X-Ray taken of the injured athletes. 8)Ambush marketing is that companies make money on the games without paying up first.,2020/10/

4、4,4,CNN News: Olympic sponsors,When you come to the sponsors village in the center of Torino, theres no doubt who paid the big bucks to link with the Winter Olympics. Eleven companies have paid 800 million dollars to the International Olympic Committee for Torino and for the 2008 summer games in Bei

5、jing. Beyond worldwide rights to use the Olympic symbol, one of the privileges is having the president of the I.O.C. open each companys pavilion.,2020/10/4,5,CNN News: Olympic sponsors,With the money of the corporate work nowadays we can invest a lot in developing countries, we can build the infrast

6、ructure, train their athletes, send them, equip them, accommodate them. So its really making sports universal. The sponsors are not allowed to stick up huge advertising boards at the venues. So for main sponsor OMEGA, part of its commitment is providing the official time-keeping. Even the starter pi

7、stol. But CEO Nick Hayek likes to point out OMEGA is also paid to provide the data for all the venues.,2020/10/4,6,CNN News: Olympic sponsors,We are partner, without us, Olympics will not happen. And not for the money, for the know-how and the technology. Official sponsor Mcdonald s chose this Winte

8、r Olympics to announce it will finely start putting nutritional information on all packaging. I think Mcdonalds, the world largest seller of salads now. Well see their association with a sporting event. Its crucial to their reinvention as a brand. Coca-Cola tries to prove its no longer an American b

9、usiness selling one particular item. And now it has a range of 40 drinks, more about water than it is about sugar.,2020/10/4,7,CNN News: Olympic sponsors,So its Cokes power aid as the official sports drink. And Cokes water brand is everywhere. Forget about finding a Pepsi. And for Coke, its also abo

10、ut selling official badges and lots of them. American pin collectors have been swapping in the Coca pavilion since the 1988 Olympics. Youve come all this way to trade pins. Just to trade pins. Oh, Ill, Ill catch the events in the interim, too, you know.But just to trade pins, basically.,2020/10/4,8,

11、CNN News: Olympic sponsors,One of the main worries at major sporting events is so called ambush marketing - companies cashing in on the games without paying up first. Officials here have made sure only Visa Cards are used at venues and that only Kodak is used for every ID picture and for every X-Ray

12、 taken of the injured athletes. But just to make sure the Italian government made it a criminal offence for any company other than the sponsor to associate themselves with these games.,Ambush marketing：War minus the shooting,-As the costs of sports sponsorship rise, some firms opt to break the rules

13、 The Economist, Feb 16th 2006,2020/10/4,10,Ambush marketing：War minus the shooting,THE Winter Olympics in Turin is the site of brutal combat, dramatic rivalries and tests of cunning and will. As for the athletes, they also compete. But the real battle is among corporate sponsors, who have put up mor

14、e than $1 billion over the past four years to support the eventand now must stay one step ahead of firms that have paid nothing, but still seek to use the games to flaunt their brands.,2020/10/4,11,Ambush marketing：War minus the shooting,Ambush marketingpiggy-backing on a big sporting event by non-s

15、ponsorshas grown steadily since the practice burst out of bounds a decade ago. At the 1996 Olympics in Atlanta, Nike handed out caps at transport hubs that spectators wore into the stadiumto the consternation of Reebok, a sponsor. In some cases, rogue brands boast a higher sponsor-recognition rate t

16、han the firms that foot the bills.,2020/10/4,12,Ambush marketing：War minus the shooting,Such a situation is intolerable to both organisers and official sponsors, who are determined to use the law to protect their interests. FIFA, the world football authority, which is organising this years World Cup

17、 in Germany, will use contract law. Terms and conditions of tickets ban such things as ticket give-aways or attending en masse in clothing emblazoned with unauthorised logos. Thus if hordes of fans turn up at one of the Google caps, carrying Pepsi drink-tumblers or wearing them over can be barred en

18、try to protect the real sponsorsCoke and Yahoo!,Ads,2020/10/4,13,Ambush marketing：War minus the shooting,In fact, FIFA is already hard at work. On February 8th it trumpeted that it had won an injunction against Burger King Israel, barring it from holding a contest to give away tickets and travel pac

19、kages to the World Cup in Germany this summer; only official sponsors (in this case, McDonalds) can run promotions with tickets and World Cup trademarks. So far, FIFA has gone after more than 1,200 infringement cases in 65 countries.,2020/10/4,14,Ambush marketing：War minus the shooting,This week Bri

20、tains House of Lords began debating the anti-ambush-marketing provisions in the London Olympics Bill, which among other things would prohibit uses of terms like “gold”, “summer” and “2012” in advertisements by non-sponsors. ,2020/10/4,15,Ambush marketing：War minus the shooting,One can sympathise wit

21、h the needs of the organisers and their sponsors. The costs of putting on sporting events like the Olympics or the World Cup are huge. The budget for the Winter Olympics in Turin is 1.2 billion ($1.4 billion) for the gameswith an extra 2.5 billion in infrastructure costs to be picked up by the hosts. Generally, sponsorship represents around 35% of revenues, with broadcasting accounting for slightly more than half and the rest from ticket sales and licensing. In London in 2012, t