Companies Go for the Gold, Using Ambush Marketing
Unlike alpine skiing, speed skating and the biathlon, ambush marketing is not yet an Olympic event. That could change after the 1992 Winter Games begin on Saturday. Ambush marketing describes a spoilsport strategy by which an advertiser tries to disrupt the extensive and expensive plans of a competitor. The goal is to convince consumers that the company springing the ambush is associated with an eagerly anticipated event, like the Olympics or the Super Bowl, for which a rival has paid a hefty fee for an official affiliation.