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Excerpt from A Marketing Promotion Model With Word of Mouth Effects
In each of these examples, initial users are attracted by some sort of marketing effort advertising or sales promotion and then enhances the impact of that effort on a part of the potential user population.
In some situations it might be desirable to actually direct some of the initial marketing effort toward opinion leaders? People who are more likely to try the new product and whose subsequent recommendations will carry more weight than the rest of the target population. Arndt, for example, [1] points to the importance of the word-of-mouth effect in develop ing advertising policies. Silk and Davis [5] review the literature dealing with influence processes in marketing situations, and stress the need for explicit understanding and measurement of these effects.
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