DIFFUSION OF INNOVATION THEORY EXPLAINED

Advertisers continuously put out persuasive messages through the use of the promotion mix to create awareness for their products or services to a particular target population. The aim of the carefully planned advertising campaigns is to get the new product or idea accepted and adopted by the target audience.

In doing so, they make use of the communication process by creating awareness of the new innovative product or idea which generates comprehension and conviction to get the target audience to act on the message that is skewed towards influence them to adopt the product.

However, as  (Rogers 1976) pointed out, the adoption of the new product within the target audience or the society does not occur simultaneously or at the same time, however, some categories of people are more likely to adopt the product earlier than others. This was based on his Diffusion of Innovation Theory (DIT) he posited in 1962.

The theory explains how a product or service gains momentum, disseminates and is accepted by a population or social system over a period of time. 

The adoption means that the people must have believed that the new product is indeed innovative and that its performance during trial matches the products expected performance.

It is important that advertisers understand the characteristics of the target population that will help or hinder the adoption of the innovation (Health, 2013).

Adopter categories

The diffusion of innovation theory suggests five main categories of adopters in society. The first group is known as the innovators, which is estimated to comprise of only two per cent of the population. The second group is the early adopters that make up 14 per cent of the population. The third and fourth groups are known early majority and late majority respectively; they are each comprised of 34 per cent of the population. The last category of adopters is known as the laggards, they take up the remaining 16 per cent of the population.

The innovators are the people who try and adopt the innovative idea or product for the first time. They are known as risk takers. In our society, they could be identified as entrepreneurs. They are very wealthy and very well connected in society. Ghanaians such as Kofi Amoabeng of UT Bank can be described as an innovator.

Early adopters, on the other hand, constitute those in leadership roles as well as those who are identified as opinion leaders in societies.  Rogers argues that this category of people are already aware of the need for change and as such they do not need much convincing to adopt new innovative ideas. Unlike the Early Majority, the Early Adopters are leaders and they are constantly seeking for change and new products, consequently, the most essential information they require to adopt a product is how-to-do manuals. The other categories normally adopt the innovation the Early Adopters adopt, and if they reject an idea, it dies out immediately before it gains any grounds. 

In addition, the 34 per cent of people who form the Early Majority need more convincing before they adopt a new idea. They usually follow the choices of opinion leaders. They adopt new ideas before the average person in society. Rogers describes them as deliberate and more traditional bound. They need persuasive messages such as success stories and evidence of innovation effectiveness to adopt the new product.

Also making up 34 per cent of the population, the Late Majority is often poorer than the above-mentioned categories. They are very skeptical of change and will adopt only after the early majority have tried out and adopted the new product. According to Rogers, they can only be convinced with messages that carry the bandwagon effect. This should focus on how many other people have tried the product and have subsequently adopted it. Peer pressure is very effective here.

The laggards are very conservative people and are also very skeptical to change just as the late majority. They are very poor and they fear change. The best way to persuade this group, according to Rogers, is through fear appeals and pressure from people in other adopted groups.

AIETA Model

Though different people in the population adopt a product at different stages as discussed in the categories of adopters, there exist a product adoption process, which is also known as the AIETA model within each adopter category. Customers go through a process, which begins with first knowing of the existence of a product through to either rejecting or accepting it.

The AIETA Model ( Awareness, Interest, Evaluation, Trail and Adoption/Rejection) describes the process each of the categories go through to actually adopt the product.  

The process begins with the customer being made aware of the existence of the product through adverts that usually carries less information. So, an interested customer will then try to get access to more information about the product, after which the customer will evaluate how beneficial it will be to make use of the product. Here the innovative potential of the product plays a crucial role in the customer decision-making. 

The next step in the adoption process is trial, the customer purchases the product to determine its usefulness, this then may result in either adoption or rejection. This is highly dependent on customer delight and satisfaction.

The diffusion of innovation theory outlines a long-term strategy that advertisers need to utilize to successfully introduce new innovative products or services to a target group or market. It indicates the importance to recognize the roles of individuals in the different adopter groups and also identify the best advertising strategy to be deployed to each group to gain the acceptance of a product over a period of time. 

This theory ensures that advertisers are aware of the role of opinion leaders in the successful diffusion or spread of a new product within a social setting. It also allows the advertiser to know the various demographics that exists in the market so that they can appropriately tailor their messages to target the market.  

Diffusion of innovation theory thrives on effective communication to be complete. It focuses on how new products can gain a foothold in a highly competitive market.

Bibliography
Health, B. U. (2013, January 22). Behavioral Change Models. Retrieved February 20, 2015, from bumc.bu.edu: sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-Models4.html

Rogers, E. (1976, March 2). New Product and Diffusion. Journal of Consumer Research , 290 - 301.

DAY 3.... FUNERAL AFTER PARTY

Day 3 and the final day of Asamoah Gyan's mother's funeral did not fall short of the star studded day one and two.

Earlier the family went to a thanksgiving memorial service at St. Francis Methodist Church and later in the day a thanksgiving ceremony "party"  on a park near the late Cecilia Love Mensah Gyan' New Gbawe residence.

It was a befiting burial that will only be a dream funeral for most people. The funeral at least ended on a happy note when Asamoah Gyan and Castro took to the stage and performed remakably.

He gave the Hip Life artist a run for his money, for most their performances, Asamoah Gyan toppled Castro. It led to most people saying that he performs better on stage than on the field.

Among some of the most notable celebrities and high profile personalities that attended the thanksgiving ceremony are Aunty B of Ef iewura fame, Mercy Aseidu an actress, Joshua Clotey IBF welterweight champion and Randy Abbey.

Below are some pictures which tell the story of the thanksgiving ceremony.

ATMOSPHERIC SADNESS

DAY 2 of the funeral got underway with customs and traditions being performed. Now she has been buried in Mamponteng, her home town.

A spectacular funeral with exceptional events and personalities.

Now let’s take a look at some of the pictures that tells story of the day’s events.

Today is day three and my team and I will be firing up our reporting cylinders and give you the best coverage with more exclusive pictures. 

The family will go to a thanksgiving church service and later a thanksgiving “party” on a park near their late mother’s New Gbawe residence. 

WAKE KEEPING TURN.... STREET CARNIVAL

The only thing in the world that can be compared to Asamoah Gyan’s Mother’s wake is nothing but a street carnival.

The wake keeping started at 5:30 pm with notable sympathizers being Speaker of Parliament, Hon Doe Adjaho and leaders of parliament, Aseidu Nketia, alias General Mosquito, and some other celebrities like Funny Face and Castro, former and current Black Star players and Liberty Professionals Club.

Over thousand sympathizers have made their way to the house in New Gbawe blocking four major roads. 

The crowd is being managed by a team of both police and military men and being entertained by First Class Live Band. Indeed they have entertained the crowd in a first class manner. The wake was hosted by Papa Sly.

Below are some of the pictures taken by my team during the wake.

DAY 1 OF THE FUNERAL

  

As it has been announced, today, 15^th March, 2013 is the day the funeral rites of the late Cecilia Love Mensah Gyan; Asamoah Gyan’s mother.

She died on 6th November, 2012 after suffering a fatal car crash while driving her Toyota Highlander. Her demise occurred at the Ridge Hospital when she was rushed there after the accident which occurred when she drove into a pillar at the Teachers' Hall in Accra.

As it is the custom, they have to visit the morgue and bring the corpse home for wake keeping.

Most people familiar with these stuff know that it is also the day for chanting of songs “jama”, it’s main purpose is to console the bereaved family.

In the pictures below, you will see Asamoah Gyan and his brothers and some of the boys in the neighborhood including Hip Life artist Castro engaged in an electrifying jama.

The elderly members of the family as Baffour Gyan and his siblings and others family members and friends go to the morgue to the the Late Ceciclia Love Mensah Gyan' corpse home.

When the corpse of the late Cecilia Love Mensah Gyan was brought to her New Gbawe residence the protocol asked that no one takes photos or videos. 

After her corpse was taken into the house in a casket by pageboys from Gillman and Abbey Funeral Home, my team managed to get the shots below.