Abstract:

We intend to explain the fundamental behavior of the Italian public with regard to "promotion", "sponsorship" and conventional advertising. The data mentioned in this report derive from: - several Eurisko motivational surveys - a 1990 survey on a substantial sample (2000 subjects), including both men and women, from the ages of 14 to 74; the survey types included structred, personal, and home interviews. We would like to thank UFA (Associated Advertising Subscribers) for the stimulating contribution they gave Eurisko in undertaking this research.