Question

Chapter 11: Social Influences on Consumer Behavior Required 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?

Answer 1

Opinion leaders art influencers who have vast knowledge or believe in the customers against a particular brand or service. They have excellent influencing power. Opinion leaders are the people who are significant or identical to the public or customers and influence consumer behavior on a large scale. To reflect consumer behavior of the new brand, diet hot chocolate, the marketing manager can sign all look for a female celebrity who is fitness oriented. Also, the actress or star had talked about chocolate being her favorite dessert in her interviews. It will impact the customers directly in large quantities as the brand is new. Campaigns can be designed according to the brand's goals and opinion leader, which is an actress. An important message will be deliver through the campaign that a person can enjoy the hot chocolate dessert while being in shape because we chocolate is a diet hot chocolate. Campaign should include at least two to three forms of advertisement that will slowly target audience.