Management and Organizational Studies 3322F/G Chapter Notes - Chapter 12: Integrated Marketing Communications, Online Advertising, Sampling Frame

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Tara Lee

Document Summary

A considerable amount of money is invested in marketing communications activities a marketing org. is very concerned about protecting its investment. Carefully planned and well timed marketing research is the tool that provides organizations with the insight necessary to take advantage of new opportunities. Research provides an org. with data . Marketing research: a marketing function that links the consumer/customer/public to the marketer through information; Due o the diversity of marketing communications and the complementary ways in which the various components blend together it is difficult to isolate one communication tool. The scientific method is used to collect data that is reliable and valid. Reliability: degree of similarity of results achieved if another study was undertaken under similar circumstances. Validity: a research procedure"s ability to measure what it is intended to measure. When an organization attempts to measure the potential impact of its advertising messages on consumers, it implements a variety of primary research techniques.