Abstract:

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are over-exposed to magazines and have more contacts with their immediate circle than do non opinion leaders; the second is qualitative, because opinion leaders are more receptive to advertising messages, discuss them more easily and are more credible in the eyes of their audience than advertising copy due to the fact that they are perceived by their environment as having more expertise. After having measured and calibrated the leaders' segments in France in 27 categories of products and services, the authors intend to demonstrate that effective audiences, coverage rates and cost per thousand for opinion leaders are statistically different for magazines which aim at the same segment.