Journal of Advertising Research



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


ÉRIC  VERNETTE  a1
a1 University of Toulouse 1, France vernette@univ-tlse1.fr

Article author query
vernette e   [Google Scholar] 
 

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.