Thursday 4 April 2013
Monday 17 September 2012
Isaac Clottey
Ghana Institute
of Journalism
TOPE 2014037
Advertising Assignment,
Top Up
17 September,
2012
Discuss the
AEITA model presented by Everett Rogers in diffusion of innovations. Present a
2 page discussion and post in your blog.
The AIETA
model provides a process whereby customers or individual members of society go
through a 5 point process in making a purchase pr adopting a service. This model
was originally introduced by Everett Rogers in 1962 in his work – ‘Diffusion of
Innovations’. This model was further developed by Krugmann in 1977. This model
follows what communication experts refer to as ‘Hierarchy of Effects’.
The AIETA
model illustrates the processes a customer or an individual in terms of
awareness, interest, evaluation, trial and adoption. The name is subsequently
derived from the acronym. The model explains that an individual is initially
made aware of a product or service by way of promotion and these includes
teaser campaigns, jingles, internet banners, and demonstrations. This later
develops into interest over time with ongoing promotional activities such as
information ads and news coverage. Following interest, an individual begins to
evaluate and affirm his decision on the product or service. Further curiosity through
the promotional mix is then generated which leads an individual to a trial of
the product or service. This may eventually result in the adoption of the said
item or service.
The ‘Diffusion
of Innovation theory serves as the foundation of the principles of the AEITA
model. Diffusion of Innovations theory is when an innovation is communicated
through certain channels over time among the members of a social system. Just like
the AEITA model, the diffusion theory provides a 5 step process on which an
individual makes an innovation-decision. These steps are;
Knowledge –
person becomes aware of an innovation and has an idea of how it functions.
Persuasion –
person forms a favourable or unfavourable attitude toward the innovation.
Decision –
person engages in activities that lead to choice to adopt or reject the
innovation.
Implementation
- person puts the innovation into use
Confirmation
– person evaluates the results of an innovation-decision already made.
A feature of
the diffusions theory is the influence of the media and opinion leaders as
channels of communication. Their endorsements of innovations or an idea is significant
to the target audience as they can significantly influence decision making of
members of society. Diffusion scholars
have also gone on to characterize five categories of system member
innovativeness, within which members of society are grouped in the innovation
decision and adoption process. These are the innovators, early adopters, early
majority, late majority and the laggards.
The AEITA
model can be said to have been formulated on the theory of Diffusion of Innovations.
The backbone of this theory is the communication of a new idea to its adoption.
References
Everett Rogers,
Diffusion of Innovations, 2003
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