The new model is already selling well, even though the advertising campaign just started.

I am wondering why already is used here. Does the word refer to one action that (has) happened before it, started? Plus, please someone explain the meaning of the whole sentence for me.

2 Answers 2


Present continuous is used because it describes a continuing activity in the present: the model is selling means that people are continuously buying the model.

Already is used to indicate that sales have reached this pace now and that now is earlier than this pace was expected. Ordinarily we expect an advertising campaign to take some time to generate sales; in this case, however, the model is selling quickly before the campaign has matured.


The first part of the sentence is correct. There is a problem with the second part "even though the advertising campaign just started". Present perfect would be expected here: "even though the advertising campaign has just started".

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