Outline #15: Communication and Opinion Leadership

I. Communication can be classified as formal or informal, mass or personal.

II. Communication involves a source, a message, a medium, a receiver, and feedback.

III. Two sided messages can be fatal in the marketplace.

IV. Opinion leadership is informal

V. The model of opinion leadership involves the mass media, a receiver, and a medium.

VI. There are several methods to find out who are opinion leaders.

(Handouts 15.1, 16.3, 16.4)

Home | Syllabus | Study Guides | Class Outlines | Assignments | Exam Schedule | Links

This page is maintained by Gavin Schmidt