Advertising model is a collection of various
authorised models which are supposed to explain how advertising works but not
necessarily inform people about how to do it. There are a considerable number
of advertising models which include the Dargma model, and the Interactive
advertising model just to mention a few.
The AIETA model was introduced by Everette Rogers in
his book “diffusion and innovation”. This model is one variant model that
tactically spawns on how a particular brand or product can be accepted by
consumers through advertising campaigns. This conception makes the model
support the argument made by the school of the rationalist that advertising
must be based on selling.
In his book “Diffusion and Innovation”, he categorized
consumers into five- innovators, early adopters, early majority, late majority,
and laggards.
Innovators are consumers who are curious, adventurous,
and technology wise. This means they are ready to be risk takers and eager to
learn. The second type of consumers is the early adopters. They are described
as successful role models and opinion leaders. They are people who in most
cases know more about a particular brand and hence find it attractive to adopt.
There are also the early majority who critically
investigate about a new product before adopting it. They interact with peers;
study various advertising programs and campaigns before adopting an idea.
The late majority is more often than not influenced
by peer pressure; they become doubtful and cautious about adopting new ideas. They
also consider the economic necessity of a brand before making any commitment to
spending.
Laggards are consumers who are isolative about a
particular brand and have no interest about any new brands; hence limiting
their knowledge about other potential products for them.
Rodgers identified these categories as important to
advertisers and helped in creating and integrated marketing scheme for a
specific audience. Everette based his model on principles like awareness,
interest, evaluation, trial, and adoption. In building the AIETA model, prospects progress along a continuum in the five aforementioned steps
in order to come to terms with a particular model.
However, the aim of this model is to attract and
sustain a considerable number of satisfied consumers in a particular product.
Rodgers book also offers valuable insight into the
process of social change. It highlights on what qualities make an innovation
spread successfully. The importance of peer conversations and peer networks as
well as understanding the need of different user segments.
The AIETA model process can be explained as follows;
·
Awareness: The prospect learns of the
product but knows little or nothing about it beyond its existence and some idea
of its benefits. However, the awareness produces the efficacy of the individual
being interested.
·
Interest: Here the prospect becomes
curious about the product, seeks information or begins to gather details about
the brand. The more information guides the consumer the higher chances of
purchasing. In this stage, consumers describe the product based on the facts
they gather.
·
Evaluation: Here the prospect imagines
using the product hence asks questions like “can I do it?” “Can I see myself as
the owner of this product?” and the like. The consumer also conducts various
tests about the product by inquiring from other consumers and compares it to
similar products.
·
Trial: This makes it possible for
prospect to experiment with the product on a small scale in an attempt to
become more intimate with it and learn how to use it to the best of their
advantage. During this stage the consumer tests the product at both the point
of purchase and the point of sale and uses it consistently to affirm it
positively.
·
Ad option: This is the preference of satisfaction
and continuous purchasing of a product. This means the consumer convincingly
accepts the use of the product.
However, depending on the product these steps in the
adoption model can progress rapidly or slowly, for instance in the context of a
more technical and/or scientific product.
REFERENCES
Rodgers,
Everette (1963), Diffusion of Innovation
www.5metacom.com/documentsmarketingelament
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