Targeting women's clothing fashion opinion leaders in media planning: an application for magazines

Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media.

Targeting Women's Clothing Fashion Opinion Leaders In Media Planning: An Application For Magazines

Eric Vernette University of Toulouse

The interest in opinion leadership was first in­vestigated by sociologists in the United States in the 1950s. Their studies showed how those opin­ion leaders who are more exposed to media pro­cess the information they receive and forward it to their immediate circle of friends or relatives (Katz and Lazarsfeld, 1955). In marketing, the opinion leader is someone who informally influ­ences the attitudes of other individuals in an in­tended direction (Reynolds and Wells, ...

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