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http://hdl.handle.net/1893/11980| Appears in Collections: | Marketing and Retail Journal Articles |
| Peer Review Status: | Refereed |
| Title: | How to Target Movers and Shakers |
| Author(s): | Tinson, Julie Bristowe, Lucy Nancarrow, Clive |
| Contact Email: | j.s.tinson@stir.ac.uk |
| Issue Date: | May-2005 |
| Date Deposited: | 17-Apr-2013 |
| 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. |
| URL: | http://www.warc.com/Content/ContentViewer.aspx?ID=e5344e56-6006-46c3-81ef-f337c2640b74&q=tinson&MasterContentRef=e5344e56-6006-46c3-81ef-f337c2640b74 |
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| Licence URL(s): | http://www.rioxx.net/licenses/under-embargo-all-rights-reserved |
| File | Description | Size | Format | |
|---|---|---|---|---|
| Tinson_2005_How_to_target_movers_and_shakers.pdf | Fulltext - Published Version | 335.64 kB | Adobe PDF | Under Embargo until 3000-01-01 Request a copy |
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