Most clients think they can appeal to a much wider audience than is wise. And many of them wrongly think they themselves are the ideal audience for their product or service. Which is why their briefs often have to be rewritten before we can start work.

I guess it is the same effect as the lop-sided relationship between a TV star and a fan. The fan has seen the face and persona of the celebrity so many times - they think they know them personally.

Opinion leaders are not always the target. Although if you talk about different channels for communication, then the channel itself has an 'opinion' and will thus lead the consumers of the channel.

One is always looking for cost efficiency ;-) What's the optimal audience we can reach effectively, with the budget we have to do it?

You can't be me, I'm taken