Why advertisers should embrace event typicality and maximize leveraging of major events

François A. Carrillat (), Marc Mazodier () and Christine Eckert ()
Additional contact information
François A. Carrillat: Griffith University
Marc Mazodier: Department of Marketing, ESSEC Business School
Christine Eckert: University of Technology Sydney, UTS Business School

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 6, No 4, 1585-1607

Abstract: Abstract The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it).

Keywords: Advertising; Typicality; Exposure duration; Consistency; Ambush marketing; Sponsorship (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11747-024-01012-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:52:y:2024:i:6:d:10.1007_s11747-024-01012-1

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-024-01012-1

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().