Keywords: Integrated Communication; Brand Communication; Mass Media; Digital Media; Advertising; Television; Multivariate Analysis; Survey.
Adverting is comparing itself with technology process and with the transformation of communication people attitudes; is television role changing? If yes, in which way? How television is interacting and integrating with web 2.0 communication tools? The aim of this research is to analyse the effect of four communication campaigns by testing a stratified sample, able to represent different generations, which are interesting for their different media attitudes. At a first stage, the sample was analysed by individual and group interviews (personally and on line) and results were used to underline drivers for the on line survey by which a quantitative analysis was possible. We considered the four mass market products coming from results of qualitative analysis. The wanted and final result was the comparative analysis of the considered generations about mass market firms' different brand strategies, in order to understand major trends in the studied sector.