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

Ric Vernette

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 90-107

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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