What is ambush marketing?

Advertising strategy in which the advertiser takes advantage of a high-impact event – such as a sporting, viral, or cultural event – in order to perform activities without paying any royalties to the organization responsible and without contributing as an official sponsor. Examples of ambush marketing include offering discounts linked to the event, giving out free branded gifts during the course of the event, acquiring outdoor advertising space in the surrounding area, or more aggressive techniques such as the sudden unfurling of banners or other eye-catching items.

Other denominations:
Parasitic marketing

 
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