Experimental assessing of synergy in marketing


University of Mazandaran


 Nowadays in competitive world,
organizations need more effective and
efficient communications with their customers in order to protect their
existence, on the other hand considering the mixture of marketing methods,
concentrating on creating synergy in communicational tools in order to
communicate effectively with customers is increasing. Integrated marketing
communication is one of the newest viewpoints and patterns in choosing targets
for advertising and commercial communications. This systematic model is seeking for increasing effectiveness and
synergy in communicational and advertising activities of firms in order to
achieve their goals, that one of the most important of them is creating positive
attitude toward brand and purchase intention. However, considering the
importance of creating synergy through integrated marketing communication on
attiude toward brand and purchase intention, very few studies have been done.
Thus, this research is assessing that whether integrated marketing
communication appoarch affect creating synergy on attitude toward brand and
purchase intention. This research is an experimental study in the type of posttest with 2 control and 4 experimental groups. Furthermore, its validitiy is  randomly with the use of statistical tests.
The number of sample participants is 206 active people of 10 marketing sites
that did on-line shopping and entered groups randomly. The  results of their responses to the
questionnaire were analyzed through Mancova. Thus, at the  Significance level of 0.05, results
demonstrated that purchase intention and attitude toward brand is different
between experimental and control groups, also the results of Tukey test at