Ambush marketing occurs when a brand attempts to associate itself with a competing brand through comparative advertising.

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Ambush marketing occurs when a non-sponsor brand tries to create an association with a sponsored brand or event, without paying any sponsorship fees. This can be done through various indirect means such as guerrilla marketing, ambush advertising, and endorsement. Comparative advertising, on the other hand, involves directly comparing one brand to another, without necessarily trying to associate with a competitor. Therefore, comparative advertising is not a form of ambush marketing.

Ambush Marketing Occurs When a Brand Attempts to Associate Itself