ambush marketing


Definition of ambush marketing

: marketing in which a company attempts to advertise and promote its products by associating them with a public event (such as a major sporting event) without paying the fees that an exclusive sponsor is required to pay Two Dutch women were released on bail Wednesday after facing charges they took part in an ambush marketing campaign at a World Cup match.Yahoo! News, 16 June 2010

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Other Words from ambush marketing

ambush marketer noun
The criticism Nike received for such activities tarred it as an ambush marketer. Sporting goods companies typically don't sponsor the event itself but its participants—athletes and national teams. — Jeff Jensen, Advertising Age, 1 Dec. 1997

First Known Use of ambush marketing

1987, in the meaning defined above

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The first known use of ambush marketing was in 1987

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