PT - JOURNAL ARTICLE AU - Mazodier, Marc AU - Corsi, Armando Maria AU - Quester, Pascale G. TI - Advertisement Typicality: A Longitudinal Experiment AID - 10.2501/JAR-2017-031 DP - 2018 Sep 01 TA - Journal of Advertising Research PG - 268--281 VI - 58 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/58/3/268.short 4100 - http://www.journalofadvertisingresearch.com/content/58/3/268.full SO - J Advert Res2018 Sep 01; 58 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.