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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: How to Target Movers and Shakers
Authors: Tinson, Julie
Bristowe, Lucy
Nancarrow, Clive
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Issue Date: May-2005
Publisher: World Advertising Research Center
Citation: Tinson J, Bristowe L & Nancarrow C (2005) How to Target Movers and Shakers, Admap (461), pp. 40-42.
Abstract: Marketers can fast-track new products or marketing campaigns by targeting early adopters and opinion formers. Building on earlier research and work by Procter & Gamble, this paper tries to identify types of consumers key to successful product launches and likely to stimulate word of mouth marketing. It finds "opinion shapers" typically have 20% more connections than other consumer groups, and identifies their distinct media habits such as favouring consumer issue programmes, U.S. entertainment and fashion shows on television.
Type: Journal Article
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division
University of the West of England

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