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

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Author Info
VERNETTE, RIC
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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Publisher 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
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:90-107_04

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This page was last updated on 2009-11-15.

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