Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines
AbstractPreparing 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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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 44 (2004)
Issue (Month): 01 (March)
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- Gentina, Elodie & Butori, Raphaëlle & 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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