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Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines

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  • VERNETTE, RIC
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    Abstract

    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. Our research findings on women s fashion, particularly magazines, reveal that a media plan targeted at opinion leaders can succeed, that these opinion leaders tend to be positive toward and discuss advertising media, and that they read more women s fashion magazines and have significantly more affinities with such media than nonopinion leaders.

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    File URL: http://journals.cambridge.org/abstract_S0021849904040061
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 01 (March)
    Pages: 90-107

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:90-107_04

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    Cited by:
    1. Gentina, Elodie & Butori, Raphaƫlle & Heath, Timothy B., 2014. "Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership," Journal of Business Research, Elsevier, vol. 67(2), pages 83-91.

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