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Competitive reactions to sponsorship have become more aggressive and more sophisticated in recent years. While few companies risk overt transgression of statutes governing commercial behaviour, many are testing the extent to which they can undermine competitors' activities while remaining within the law. Ambush marketing refers to one such test, and cases alleging ambush marketing have grown and look likely to continue increasing as sponsorship investment increases. This practice raises several questions which have been difficult for the courts to address. In this paper, NZO&CGA v. Telecom, a recent case alleging ambush marketing, is used as the basis of a discussion which examines managers' use of sponsorship and relates this back to a theoretical framework, the ATR model. Ambush marketing is discussed in the context of the ATR model and a research methodology for exploring the issues raised by NZO&CGA v. Telecom is proposed.

The survey behavior of a group of women was compared across 2 mail surveys to examine the possibility that refusers may have different predispositions toward mail survey participation than other types of nonresponders or responders. The sample for the second survey, on survey participation, included all the nonreturners (N = 108), refusers (N = 43), & 50% of the respondents (N = 191) to a previous survey about personal finances. Results suggest that refusers do indeed differ from both responders & other nonrespondents with regard to survey participation. Almost 90% of previous responders responded again, while 55% of previous refusers refused again. Of the previous nonresponders, almost 60% responded to the second survey, while approximately 30% again did not. 2 Tables, 4 References.

Evidence suggests that widespread distribution of tobacco and point of sale (POS) displays of tobacco prompt impulse purchases and cue smoking. As a result, health researchers have argued for a reduction in the number of tobacco retail outlets. However, with tobacco products now removed from display in many countries, there has been very little evidence to indicate whether decreasing the number of tobacco retail outlets will result in reduced smoking prevalence. Using a combination of in-depth interviews and near-real-time electronic diary data collected from 31 smokers and attempting quitters, we examined their responses to exposure to tobacco outlets. The findings provide the first evidence that even in the absence of POS displays, the mere sight of tobacco retail outlets can trigger impulse tobacco purchases and increase smoking frequency. The findings support calls to restrict tobacco distribution.

ACCEPTANCE of the benefits of market segmentation is so pervasive that it seems almost sacrilegious to question the validity of this faith in the power of segmentation as a marketing tool. But, at the risk of being labelled heretics, we argue that segmentation is not the marketers' nirvana it is sometimes made out to be. This paper discusses a number of assumptions and arbitrary decisions involved in the segmentation process, including beliefs about the selection of base variables, the analysis method chosen, the number and composition of segments, the validity of the solution and its stability over time. Techniques for assessing the reliability of the outcome are then reviewed, and we conclude that managers should be more aware of the limitations of segmentation studies.