As a marketing manager for a new brand of diet hot chocolate, you want to use an opinion leader to stimulate sales of the brand. How might you identify an opinion leader, and what strategies do you have for using an opinion leader in your marketing communications program?
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As a marketing manager for a new brand of diet hot chocolate, you want to use an opinion
leader to stimulate sales of the brand. How might you identify an opinion leader, and what
strategies do you have for using an opinion leader in your marketing communications
program?
Step by step
Solved in 2 steps
- . How can marketing managers identify opinionleaders?Please refer to the article ‘Taking the Measure of Mood’. The author is nudging marketers towards the view that marketing analytics is constrained in its scope and do not often create the whole picture of the consumer. Do you agree/disagree with the author? Justify your position.Based on "Understanding Buyer Behavior'' and “Core concepts of marketing” Why are opinion leaders so important to marketers? Discuss how marketers could use this type of individual in prompting a decision. (Write the answer in 300 words).
- Find and copy two magazine or newspaperadvertisements, one based on the affectivecomponent and the other on the cognitive component.Discuss the approach of each ad in terms of its copyand illustration and what effect it creates in terms ofattitude. Also discuss why the marketer might havetaken that approach in each advertisementWhat determines the likelihood that a consumerwill seek information from an opinion leader?What characterizes an opinion leader?
- Consumer Perception is defined as a process by which consumers sense a marketing stimulus, and organize, interpret, and provide meaning to it. a) Discuss the Differential Threshold “JND”; b) Discuss the Gestalt theory of Perception; c) Cognitive Theory of Perception.Please answer these questions -Discuss visitor categories used by marketers today. -Describe the six behavior-based categories identified by McKinsey & Company’s study. -Why is touchpoint consistency an important feature of a company’s relationship with its customers? -Compare and contrast the funnel model of the customer and the customer life-cycle model.Perform primary data collection yourself to investigate this phenomenon. Assemble a small focus group of Baby Boomer women. If you have trouble locating enough participants, perform an indepth interview with one Baby Boomer woman. Ask them/her about their/her opinion as to whether marketers are ignoring their segment. Using the Grace and Frankie example could be a good way to start the conversation. Ask them/her about how they/she feel(s) about being ignored (if that is the sentiment). Ask them/her what they/she would prefer marketers and advertisers do differently to better target Baby Boomer women. Write a brief summary of your findings.