Digital vs. Traditional: Selected Views on Creating Optimal Marketing Communication Mix

Purpose -This study serves as the initial phase of a broader research project.Its aim is to examine age-specific consumer preferences as one of the fundamental starting points for understanding effective marketing communication-particularly from the perspective of the transition from traditional to digital media.Design/Methodology/Approach -The analysis is based on the empirical research, in which the media preferences of Central European consumers were identified using the CAWI method through a questionnaire distributed to a sample of over 5,000 respondents.To better examine the selected context, graphical representations of differences based on cluster analysis using the Pearson correlation coefficient were employed.