Article

How to Target Movers and Shakers

Citation

Tinson J, Bristowe L & Nancarrow C (2005) How to Target Movers and Shakers. Admap, (461), pp. 40-42. http://www.warc.com/Content/ContentViewer.aspx?ID=e5344e56-6006-46c3-81ef-f337c2640b74&q=tinson&MasterContentRef=e5344e56-6006-46c3-81ef-f337c2640b74

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.

Journal
Admap, Issue 461

StatusPublished
Publication date31/05/2005
URLhttp://hdl.handle.net/1893/11980
PublisherWorld Advertising Research Center
Publisher URLhttp://www.warc.com/…1ef-f337c2640b74
ISSN0001-8295