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).

当前的研究详细介绍了以适合体育赛事的事件典型广告为特色的营销活动（例如，在奥运会领奖台上展示其品牌徽标的汽车广告）如何以比经过验证的广告策略（例如，作为产品类别的一致性。通过总共 3 个事件和 32 个广告的四项现场和实验室实验，我们表明这些效果是由 3 种机制的组合驱动的：事件典型广告能够引发足够的了解广告内容的感觉，激发好奇心，并将属性从活动转移到品牌，即使广告曝光时间很短。因此，广告商、品牌经理或赛事组织者可以通过使用赛事典型广告来挖掘体育赛事的创意潜力。此外，当这些利益相关者了解活动最典型的元素时，他们可以调整营销活动或注册活动以避免伏击营销（即，广告商愿意在没有任何合法链接的情况下将其品牌与活动联系起来） 。