[[{"type":"media","view_mode":"media_large","fid":"110","attributes":{"alt":"","class":"media-image","height":"480","style":"float: right; width: 385px; height: 480px; margin: 5px;","typeof":"foaf:Image","width":"385"}}]]The Congolese market is increasingly opening to competition and some companies now understand the importance of communication and perception as well as their positive impact over the sales.

In their communications, these advertisers often use people who are supposed to promote characteristics’ image and activities’ fields to put to good use. Their marketing and communication actions are essentially built up over image. They are involved in social actions or lean on fulfilling characteristics in order to show their contribution to consumers-targets well-being. Key-people of various fields (music, sport, media…) are increasingly used by brands/companies to promote advertisements’ messages and/or to bring moral support to their activities. Political leaders, for elections, are making efforts to communicate especially through TV broadcasts and reports. Kinshasa people are also in touch with foreign key-people through international channels and/or cable TV (France 24, TV5, Canal Plus, Euronews…) as well as live broadcasting of some international events such as (international sport competitions, information in relay of information channels…) Faced with this great popularization through mass media, it is important to know what key-people come at the top of Congolese consumers’ minds in general, in terms of attributes (quality, leader, for women…), in terms of sectors (politics, economy, sports…) and in terms of preferences. This survey aims at providing these communicators (advertisers, advertisement’ agencies, communication expert…) with an impact outline that some leaders have as regards public opinion according to a survey carried out from the 1st to 4th October 2011 over a sample of 1000 people in the city of Kinshasa in line with the method of quotas per age, sex and municipality of residence.

This study therefore answers the question of knowing “how to match in an optimal way the image of a leader with communication objectives”. i.e., Werrason is seen as the most preferred leader at Kinshasa but it would not be rational to use his image for women product, with a world-famous brand or clothing store. Some politicians, even if well-known, should make efforts to better captivate women and young men attention.