Question: Integrated marketing communications and social sciences

Qualitative information used in integrated marketing communications campaigns is often collected through the use of social sciences such as anthropology, sociology and psychology.

• Evaluate the role of anthropology, sociology and psychology in integrated marketing communications research.

• Consider how organisations can avail of the insights that these disciplines bring to integrated marketing communications industry.

In an approximately 500-word response, address the following issues:

• Why are anthropology, sociology and psychology so important to integrated marketing communications research?

• Illustrate your answers with examples.