Ethical aspects of guerrilla and ambush marketing

The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities of other sponsors who have acquired rights under a contract with the sponsoring entity.