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

在奖学金相关营销传播领域的应用研究结果将支持企业，政府和赞助活动，如体育，艺术和慈善事业。研究结果还将提高认知和商业研究的声誉。研究的执行将通过为研究助理以及与该项目有关的任何博士或荣誉学生提供经验和培训的机会来提供国家利益。 此外，研究结果的应用将导致在行业环境中使用智能信息，赞助商和活动组织者将从更有效地推广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.