RT Journal Article SR Electronic T1 Advertisement Typicality: A Longitudinal Experiment JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2017-031 DO 10.2501/JAR-2017-031 A1 Marc Mazodier A1 Armando Maria Corsi A1 Pascale G. Quester YR 2017 UL http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.abstract AB This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.