TY - JOUR T1 - Advertisement Typicality: A Longitudinal Experiment JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2017-031 SP - JAR-2017-031 AU - Marc Mazodier AU - Armando Maria Corsi AU - Pascale G. Quester Y1 - 2017/08/09 UR - http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.abstract N2 - 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. ER -