Particular attention must one pay at the research sample. Depending on the incidence rate, the percentage of the people or households in the general population that fit the qualifications to be sampled, the sample size must be large for the quantitative methods and small for the qualitative methods of research. Companies manage to create synergy among the above-the-line and below-the-line activities only if the competitive advantage is stressed adequately to all publics. Keeping track of the tools used and their effectiveness is a must, if the company is willing to maintain a constant dialogue with its target audiences and to ensure them that its image is accompanied by the values that are stressed and these are appealing and relevant to their customers' needs. Thus, the research must be constant and ongoing. Today, the opportunities that arise have to be recognized promptly, and used at the right time. What a manager must ask himself/herself, is "Is my business and I devoted to the best actualized way towards the publics' needs that I wish to serve?"