search query: @journal_id 1668 / total: 273
reference: 211 / 273
| Author: | Evans, M. Fill, C. |
| Title: | Extending the communication process: the significance of personal influences in UK motor markets |
| Journal: | International Journal of Advertising
2000 : VOL. 19:3, p. 377-396 |
| Index terms: | COMMUNICATION UNITED KINGDOM CAR INDUSTRY |
| Language: | eng |
| Abstract: | This research focuses on opinion formers and opinion leaders in the marketing communications process. The model underpinning the research is that of 'multi-step flows of communication' in a public relations context. The motor market has been selected because it is well known that this exhibits high levels of PR activity. The proposition is that motor companies target journalists through press releases, 'events' and other personal presentations because they are seen as opinion formers capable of significant influence within multi-step flows of communication. |
SCIMA