Ambush marketing
![Li Ning carrying the torch at the opening ceremony of the 2008 Summer Olympics.](/Images/godic/202412/20/Li_Ling_during_2008_Summer_Olympics_opening_ceremony4347.jpg")
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Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers. The term "ambush marketing" was coined by marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for American Express in the 1980s.