Targeting women's clothing fashion opinion leaders in media planning: an application for magazines

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.

Targeting Women's Clothing Fashion Opinion Leaders In Media Planning: An Application For Magazines

Eric Vernette University of Toulouse

The interest in opinion leadership was first in­vestigated by sociologists in the United States in the 1950s. Their...

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