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ACOG organizers, "fed up with 'ambush advertisers,' are embarking on an aggressive campaign against those companies that don't pay" ACOG for '96 Olympic sponsorship rights, "yet produce ads that give the impression they are official sponsors." ACOG officials have come up with a new "name for the widespread practice: parasite marketing." ACOG is threatening everything from legal action to a "negative public-relations blitz against offending companies." For the first time in Olympics history, there is an attorney for ACOG with the title of director of sponsor protection. In addition, a print, TV and movie-theater campaign is planned to identify the legitimate Olympics sponsors and showcase what the sponsorship money is used for." Darby Coker, a Dir of Marketing for ACOG, "believes the threat of public exposure will tap into a company's desire to maintain the credibility of its brands" (Kevin Goldman, WALL STREET JOURNAL, 11/3).