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Digital Subscriptions > Learn Hot English > 197 > Ambush Marketing

Ambush Marketing

Guerrilla tactics for getting your product out there.

Sponsorship of big events is a serious business, not least because it involves huge amounts of money. But what can you do if you aren’t an official sponsor, but you’d still like to benefit from the publicity surrounding the event? Simple! Just do a bit of ambush marketing!

Ambush marketing involves grabbing attention for a product during a sponsored event. Imagine that Beer Company A is sponsoring a massive sports event. In return for vast amounts of money, it has permission to affiliate itself with the event. However, beer Company B also wants to be associated with the event, but doesn’t want to pay for the sponsorship. So, in order to get publicity, Beer Company B does something spectacular during the event that draws the attention of TV camera crews or people watching – they ambush the event.

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About Learn Hot English

Great news! The latest issue of Hot English (197) is out now! Learn over 1,000 useful words and expressions and improve your listening skills with Learn Hot English! This month: Learn 15 useful slang expressions so you can understand native speakers, songs, films and TV series better. Plus, 10 useful words and expressions for talking about chocolate and cooking, 12 useful words and expressions for describing graphs and charts, idioms, phrasal verbs... plus: • Food – chocolate. • Grammar – relative clauses (who, that). • Typical errors – error correction. • Art – airbrushing. • History – JFK versus Lincoln. • Language – how to learn idioms. • Politics – Winston Churchill. • Finance – Wall Street. • Cinema – Shia LaBeouf. • Business – how to start a business. • Marketing – ambush marketing. • Accents – the Scottish accent. • Architecture – buildings of the future. • Words – oxymorons. AND LOTS, LOTS MORE! By reading and listening to all this great content, you'll improve your English reading and listening skills and learn up to 1,000 useful words or expressions. Plus, you'll get a better job and pass English-language exams more easily. Guaranteed!