Tuesday, 2 October 2012

THE AIETA MODEL AS PRESENTED BY EVERETTE ROGERS IN HIS WORK DIFFUSION OF INNOVATIONS



Advertising works in an environment with many other distracting stimuli. In order to ensure that a product has impact, the manager who deals with advertising must have a sense of how consumers process information, make decisions and evaluate alternatives.[i]
It’s been long established that a consumer’s decision about a product service or idea is not instantaneous act; he goes through a series of mental and physical evaluations before the final purchasing decision.
In 1962 Everette Rogers in his work diffusion of innovations propounded in his work “Diffusion of Innovations” a model which was later developed by Krugman in 1977 and became known as the AIETA model. This article discuses the AIETA model as presented by Rogers in his book Diffusion of innovations.
In his work Everette defined the innovation diffusion process as the process through which an individual (or a decision making unit) passes from first knowledge of an innovation to a decision to adopt or reject, to implementation of a new idea, and to confirmation of this decision. He discusses five stages the individual goes through before adopting an innovation. These conceptualized five stages are:
Knowledge- this stage occurs when an individual is exposed to the innovations existence, and gains some knowledge on how it functions. As to whether an individual may actually have need for the product, Rogers describes it as a “chicken or egg situation” i.e.  While some needs may precede innovations such as the cure to a deadly disease, in many cases innovations create the need e.g. fashion.
Persuasion – Rogers’ definition of persuasion stems from the “attitude formation and change on the part of an individual” rather than the normal meaning: intent to induce attitude change. Here from his own accord, the consumer develops favorable or unfavorable attitudes towards the innovation.
Decision- this is the stage where an individual engages in activities that to a choice to accept or reject the innovation. Rogers discusses the events that lead to this process as trial by the of the innovation by the individual on a partial basis, or reliance on a on peer/opinion leaders testimony of the innovation.
Implementation- where an individual decides to put the innovation to use. According to Rogers until this stage , the innovation diffusion exercise has been a mental exercise, this stage involves a behavioral change. The individual adjusts to making the innovation a part of him. When this happens successfully, then reaches the last and final stage of the innovation diffusion process:
Confirmation- here the individual seeks constant reinforcements for the decision already made. This process continues for an indefinite period of time, if he receives messages confirming the decision already made, Rogers calls it continues adoption. However, should he receive conflicting messages of the innovation he may reject it, and this is what Rogers terms discontinuance.



The diffusion of innovations model by Everette Rogers
[i] Advertising, Michael Rothschild 1987
Diffusion of Innovations, Everette Rogers 1962

Wednesday, 26 September 2012

KING'S KID


I know u call it pride that I walk as though i were a bride

And arrogance that I refuse to partake in your ignorance
i know you're puzzled at my joy
Somehow my confidence offends you,
it embarasses you when i speak sometimes strange ways,
And u keep starring because you can’t believe who u see
the person you know died in the past
now i have a father who makes gold as dust
my father reigns, his blood runs through ma veins
He knows the number strands that make up my hair; i am indeed a pampered heir
Let it not be a wonder that i do in seconds
What you'd ponder about till the world ends
In case you didn't hear
My father owns the skies and all the birds in the air
His words give hearing to the deaf ear, makes sicknesses disappear
and demons flee in  fear
so the reason i walk shoulders high
with my nose in the sky
Is that I know who I am:
I am the child of a king
Whose name is I AM

Saturday, 22 September 2012

WHY LARGE COMPANIES LIKE COCA-COLA STILL ADVERTISE


 Many agree that the primary goal of advertising is to introduce a product service or idea to a target audience with the aim of getting them to buy. If this is the case, then why do large companies advertise? Coca-cola for example, is a brand well known all over the world, they probably have more profits they could ever dream of since the inception of the company and more, so why still advertise?
One major reason is to maintain market share. As Frank Jefkins puts it, “people often think that the main purpose of advertising is to generate sales, and while that may be welcome, a major objective is to keep sales as good as they are.[i]” It is said that the more you advertise a brand, the more people become conscious of it and will want to try it out. In fact, research suggests that there is a strong relationship between brand awareness and market share. In this regard, it is not surprising that more people will reach for Coca- Cola than any other cola on the market. Coca –Cola spends an excess of 2.8 billion annually on advertising alone, and owns the world’s largest market share in the soft drink category[ii].
Another reason is to appeal to new markets. Companies like Coca- cola, Pepsi, Guinness have been around for about a century, during this time a new generation of prospective customers have been born, these companies have to keep advertising to attract this new generation, identify with them and offer their products to them.
Dasani by Coca-Cola and Aquafina by Pepsi
Large companies advertise to introduce new products to their consumers. Due to the growth of sophistication in the average person today, more people have become health conscious. Today people drink not just to enjoy the taste of the drink, but to hydrate, boost their energy levels etc. surveys in the United States of America as at 2008 showed a 2% decline in the beverage refreshment category, at the same time, bottled water grew by 22%, sports drinks by 23% and tea by 15%.
In response to this, the two veterans in the soft drink industry. Coke and Pepsi quickly designed and introduced products for the growing needs of their customers. Pepsi launched Aquafina and Coke launched Dasani. They both also introduced drinks containing fewer calories and sugar to the soft drink market e.g. Coke- light, Aquafina Flavor splash etc[iii].
Another important reason why large companies advertise is to position their brands favorable in the minds of their consumers. Jefkins calls this form of advertising, “Remind Advertising” Wood defines it as “causing to know to remember, to do”[iv]. In this form of advertising, it assumed that consumers have used and were satisfied with a company’s brand therefore it aims at reminding them to choose the same brand next time they need such a product. This form of advertising usually comes in catchy slogans e.g. Don’t say water, say Voltic; MTN, everywhere you go; or very entertaining jingles that stick in the minds of consumers.
MTN's 11million and counting Ad
Companies also advertise to face the competition, MTN is arguable the largest telecommunication company in Ghana with “11 million and counting” customers yet it still engages in rigorous advertising. The reason for this may be to take up the challenge new competition may bring, neutralize their effect and where possible, intimidate them out of the market. Here, companies use their achievements or success to appeal to their customers- show them they are the best to be used even in the face of emerging competition. Consider MTN’s 11 million and counting adverts, they tell consumers they have the widest network of family, friends and business partners they will need everywhere they go.
More subtle reasons for advertising involve announcing charities or scholarships, typical examples in Ghana are Tigo’s The Challenge and Vodafone’s Healthline. Also advertising by large companies may be to announce price changes, invite enquiries, address customer complaints etc.
In conclusion, I think advertisers have gone way beyond the initial stage of introducing a product to a target audience with the objective to get them to buy, they now makes conscious efforts to grow with the needs of the audience/consumers, by altering the product to meet their needs, reminding them to stick with that decision for as long as possible because that is what keeps them in business.



In-Text
[i] Advertising 5th Edition, Frank Jefkins

[iii] Advertising Procedure, W. Ronald Lane, J Thomas Russell