THE AIETA AS EXPLAINED BY EVERET ROGERS IN HIS BOOK, DIFFUSION OF INNOVATION

The AIETA model is an advertising and marketing model which was propounded  in  1962 Everet Rogers in his book, the Diffusion of Innovation,  A book according to (Greg Orr , 2003)   has become the standard textbook and reference on diffusion studies .

The AIETA model  seeks to give understanding or  explanations as to  how people naturally adopt new ideas, products and services .

The model involves a hierarchical process of in the adoption of innovations, and it been described as the most ubiquitous of hierarchy models which is extremely valuable in guiding marketing strategies. It provides five systematic ways to look at how consumers respond—whether it be to advertising communications, purchase decisions or the adoption of innovations. (A. Belch, NA)

The five stages includes Awareness , Interest ,  Evaluation ,Trial, Adoption  stages which is presented by Rogers  in his book as Knowledge,  Persuasion,  Decision,  Implementation and  Confirmation.

          According to (Rogers 1962), Awareness or –knowledge is the maiden stage where the prospective customer learns of the product of service. At this stage, the potential customer gets to  know of the advertised product or service.

Following this stage is Interest or the Persuasion Stage.  At this stage, the individual develops the interest in the product and therefore, seeks information of it.  To  (Rogers, 2003, p. 176) , while the knowledge stage is more cognitive- (or knowing-) centered, the persuasion stage is more affective- (or feeling-) centered. Thus, the individual is involved more sensitively with the innovation at the persuasion stage. The persuasion step occurs when the individual has a negative or positive attitude toward the innovation, but “the formation of a favourable or unfavourable attitude toward an innovation does not always lead directly or  indirectly to an adoption or rejection”

The  Evaluation or  Decision Stage is the stage where  the prospective customer  imagines him- or herself using the product. At this point, he or she  asks the question, “Can I do it? Can I see myself as the owner of this product?”  At the decision stage  the individual chooses to adopt or reject the product or service in his or her mind. To Rogers, adoption refers to “full use of an innovation as the best course of action available,” rejection means “not to adopt an innovation

Resting  at the fourth stage of the AIETA model is the  Trial or Implementation step  which see the prospect experiments with the product on a small scale in an effort to become intimate with it and learn how to use it to his or her best advantage. It is the step

 Concluding  the  five stage AIETA model is the Adoption or  Confirmation stage. Over here, the person evaluates the results of an innovation-decision already made the prospect begins large-scale use, which hopefully leads to preference, satisfaction, and repeat purchases.

REFERENCES

* E Rogers, 1962, Diffusion of Innovations.

* Greg Orr, 2003, Diffusion of Innovations, by Everett Rogers (1995)  Reviewed by March 18,

* M Belch,  Consumer Decision Models You Can Use for Your Business,

(http://www.60secondmarketer.com/60SecondArticles/Branding/consumerdecision.html, accessed on 27-9-12)

* The Turkish Online Journal of Educational Technology – TOJET April 2006 ISSN: 1303-6521 volume 5 Issue 2 Article 314DETAILED REVIEW OF ROGERS’ DIFFUSION OF INNOVATIONS THEORY

AND EDUCATIONAL TECHNOLOGY-RELATED STUDIES BASED ON ROGERS’

THEORY  

* 2007 5MetaCom. All rights reserved. 5MC15461 www.5metacom.com • 317.580-7540

WHY A COMPANY LIKE COCA COLA KEEPS ON ADVERTISING

"Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7).

In the words of Jase Dow in his article ‘The Critical Importance Of Advertising ‘ he explains that ‘advertising is one of the many marketing tools that are used to attract attention of prospective customers to a business or its products or services’ .

 He goes on to say that ‘the more effective an advertising campaign, the more customers it draws, and with greater frequency. To him, ‘advertising is part of the overall marketing strategy of a business, which includes public relations, promotional programs, signage, incentives, newsletters, and word of mouth, among other strategies’.

 Undoubtedly speaking, advertising has become one of the major tools through which companies, institutions and other services providers sell their idea, products and services to clients, and consumers or target groups.

 Among other things, advertising offers companies and institutions an opportunity to create awareness, increase awareness, introduce new products or services and sustain awareness. For a company or institution to be successful or otherwise , a large percentage points at how it prioritises advertisements. It therefore comes as no surprises that despite the numerous successes chalked by a renowned to brand like Coca-Cola, advertisement still remains key in their annual budget.

 Regarded as the world's most valuable brand with billions of consumers in more than 200 countries worldwide, one may think there is no need for the brand to be advertised again. However, day in and day out, consumers are still exposed to different types of adverts from the Coca -Coca Bottling Company.
 The reason is that, continues advertisement aid the company to introduce new products that will suit the preference of consumers. As a matter of fact, adverts serve as the preparing grounds for new products. To get potential customers attracted to a new product, advertisement is a major tool to use. It therefore came as no news that the company invested heavily in adverts when it introduced its Coke Light, which is for consumers mindful of their weight.

 Furthermore, Coco- Cola still advertises because it helps them to inform its publics in changes in the prices, channels of distribution or in the product by way of any improvement in quality, size, weight, brand, packing. Whenever there is any change in of any of the above, it is through averts that consumers or retailers get to hear of it.
 Again even though Coca-Cola is a household name when it comes to soft drinks , it faces stiff competition from brands like Pepsi and so on hence through continues adverts, they will able to sustain and persuade consumers on the need to stick with the Coca- Cola brand.

 Another reason why Coca Cola continues advertises is to make the image of the brand still appealing in the market. According to communication experts, the ore people are exposed to something, the more they become conversant with it. In short, under competitive conditions, advertisement helps to build up brand image and brand loyalty.

 In conclusion, according to marketing experts, adverts help neutralize Competitor's Advertising policies. What this means is that, when competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a different image of his product.


 Reference
*A Definition of Advertising by Richard F. Taflinger -http://public.wsu.edu/~taflinge/addefine.html (Accessed on 18-9-2012)
*The Critical Importance Of Advertising - Jase Dow
* Cocacola.com (Accessed on 16-9-2012)