When a company sponsors an event in order to promote a newsworthy activity related to a product, they are using

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A borrowed-interest strategy involves a company associating its product or brand with a popular event or topic in order to generate publicity and consumer interest. By sponsoring an event related to their product, the company is using the interest already generated by the event to promote their own product. This is different from branded content, product placement, product seeding, and buzz marketing.

When a Company Sponsors an Event in Order to Promote