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| Tekijä: | Vernette, E. |
| Otsikko: | Targeting women's clothing fashion opinion leaders in media planning: An application for magazines |
| Lehti: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 90-107 |
| Asiasana: | Marketing Advertising Communication Opinion leadership Media selection Planning Clothing industry Fashions industry Gender |
| Kieli: | eng |
| Tiivistelmä: | Preparing a media plan aimed at opinion leaders (hereafter as: o-ls.) requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Findings of this research on women's fashion, particularly magazines, reveal that a media plan targeted at o-ls. can succeed, that these o-ls. 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 non-opinion leaders. |
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