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Essay / Research Paper Abstract
This 15 page paper discusses the use of opinion leader techniques in a specific advertisement, and why opinion leaders are so effective. Bibliography lists 5 sources.
Page Count:
15 pages (~225 words per page)
File: D0_MBadpsych.rtf
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Unformatted sample text from the term paper:
on another in an obvious way. Opinion Leadership is often exercised by consumers on their own, and by advertisers who are in the know about how well word of mouth
and endorsements work. But how does it work? What elements make up the well-done opinion leadership ad? For the answer to that one only has to look as far as
the TRUTH ad campaign which has so swept the nation and has had a successful impact on educating young people about the effects of tobacco use.
"What we shall call opinion leadership, if we may call it leadership at all, is leadership at its simplest, it is at quite the opposite extreme:
it is the almost invisible, certainly inconspicuous, form of leadership at the person-to-person level of ordinary, intimate, informal, everyday contact"(Katz and Lazarsfeld 1955). What these authors stated and knew back
in the early fifties still applies today. Human beings have a need to relax and to enjoy themselves. Indulging oneself is almost second nature, and in doing so, buy into
the advertisers slogans of the better physique, shinier hair, faster times, and bigger portions. So, for anyone thinking of being a part of the advertising arena, knowing a bit about
psychology and the way in which a person reacts to certain stimuli is a requirement. TARGET AUDIENCE The target audience has been determined
to be young people from the age of sixteen to twenty-five. The National Drug Survey has stated that this is the largest segment of the population who, when polled, showed
that nearly sixty percent of them had experimented with tobacco. Among this demographic, experimentation with tobacco products is common, the student will want to state, and in some groups is
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