Effective Marketing Communication: Pre-existing Knowledge Structures and Contextual Effects

与赞助相关的营销传播领域的应用发现将支持商业、政府和赞助活动，如体育、艺术和慈善。研究结果还将提高认知和商业研究的声誉。该研究的实施将为研究助理以及与该项目相关的博士或荣誉学生提供经验和培训的机会，从而为国家带来利益。此外，研究结果的应用将导致行业环境中的智能信息使用，赞助商和活动组织者将从更有效地宣传其信息的营销活动中受益。

Applied findings in the area of sponsorship-linked marketing communications would support business, government and sponsored activities such as sport, art, and charity. Findings will also enhance the reputation of research in cognition and in business. Execution of the research will provide a national benefit by affording the opportunity of experience and training to a research associate as well as any PhD or honours students affiliated with the project. Further, application of the research findings will result in smart information use in an industry setting, where sponsors and events organisers stand to benefit from marketing campaigns that promote their messages more efficiently.