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A 6 page paper. If a company has an opinion leader promote a new product, the consumer is more likely to purchase it. Opinion leaders can impact sales, both positively and negatively. This paper discusses opinion leaders, word-of-mouth advertising using opinion leaders and how the Internet is creating more people with a significant amount of influence. Bibliography lists 6 sources.
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6 pages (~225 words per page)
File: MM12_PGopldr.rtf
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significant amount of influence. Bibliography lists 6 sources. PGopldr.rtf TARGETING OPINION LEADERS IN MARKETING , December, 2001 for more information on
using this paper properly! Word-of-mouth advertising as old as products are. In todays Internet world, when the Internet is used for this kind of marketing, it is called "viral
marketing." It simply means that one person tells another about a product or service and they tell other people and so on until the product has a reputation for being
good or bad. This is the most powerful form of marketing that exists because consumers will listen to the experiences of other consumers. If an individual likes or respects the
person giving the commentary, the report takes on even more importance and the listener will most likely buy or not buy based on this persons report. That person becomes an
opinion leader within their own circle of friends, family and acquaintances. More widely known opinion leaders are celebrities, politicians, athletes, and professional people. For example, a person who presents
him- or herself as a doctor on a television commercial or in a print advertisement can positively impact the sales of health care products. This is especially true when consumers
believe the person really is a doctor or other health care professional. Emanuel Rosen offers an excellent example of how powerful word-of-mouth marketing is. In the 1980s, Rosen, from
Israel, was pursuing an MBA at the University of San Francisco. In his senior year, he joined Rich Niles new company, Endnotes, as vice president of marketing. Five months before
the company launched its first version of the software, they received an order for it from New Jersey. The customer knew about the product that had not been released and
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