Steve Watkins puts the case for word of mouth in communicating with the youth market. Using research conducted by 2cv: research for ROAR (a media consortium comprising Channel 4, EMAP, the Guardian and OMD UK) he describes how to identify and reach the opinion formers who are particularly influential in spreading word of mouth to the youth market.
The power of influence in the youth market
Three words that everybody is talking about in the industry at the moment are: word of mouth. A recent study conducted by 2cv: research on behalf of ROAR (a media consortium comprising Channel 4,...