|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||How to Target Movers and Shakers|
|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.|
|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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