Everett Rogers (1995), Diffusion of Innovations Theory, what did he posit?

Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.  The most striking feature of diffusion theory is that, for most members of a social system, the innovation-decision depends heavily on the innovation-decisions of the other members of the system. 

The innovation-decision is made through a cost-benefit analysis where the major obstacle is uncertainty.  People will adopt an innovation if they believe that it will, all things considered, enhance their utility.  Each individual’s innovation-decision is largely framed by personal characteristics, and this diversity is what makes diffusion possible.  For a successful innovation, the adopter distributions follow a bell-shaped curve, the derivative of the S-shaped diffusion curve, over time and approach normality.

Diffusion scholars divide this bell-shaped curve to characterize five categories of system member innovativeness, where innovativeness is defined as the degree to which an individual is relatively earlier in adopting new ideas than other members of a system.  These groups are: 1) innovators, 2) early adopters, 3) early majority, 4) late majority, and 5) laggards.  The personal characteristics and interaction of these groups illuminates the aforementioned domino effect. 

Successful efforts to diffuse an innovation depend on characteristics of the situation.  To eliminate a deficit of awareness of an innovation, mass media channels are most appropriate.  To change prevailing attitudes about an innovation, it is best to persuade opinion leaders.  Further, what we find is those in homophiles’ social systems are likely to frustrate change agents with their resistance to innovation.  It is only for heterophilous social systems that pushing an innovation to the elusive tipping point is a relatively easy thing to do.

In conclusion, researched analysis has shown that it is an undeniable phenomenon that once understood provides simple and valuable prescriptions for efforts in encouraging diffusion.  There seem to be many innovations that are valuable for the masses, yet to date have resisted diffusion.  For example, we still use the QWERTY keyboard despite the development of another keyboard that allows much faster typing for the average user.  

ADVERTISING

What is Integrated Marketing Communications (IMC’S)?

Integrated Marketing Communication is an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.

It recognizes the strategic roles of various communication disciplines such as public relations, direct marketing, sales promotion, publicity, sponsorship of events and advertising to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. In developing the promotional methods, the marketer must decide which disciplines to use and how to combine them to achieve the organization’s marketing and communication objectives.

A company’s marketing communications depends on choice or variables in the promotion-mix. Discuss.

Communication is the activity of conveying information between individuals or between organizations and individuals through the exchange of thoughts, messages, or information, as by speech, visuals, signals and writing. Company’s roles they play in the overall marketing program are influence by the inherent advantages and disadvantages of each of the elements in the promotion-mix. The promotion-mix is the communication tools or disciplines. So these elements are organizational culture, four P’s, advertising, direct marketing, entertainment marketing, sales promotion, public relations and sponsorship of events.

In the organizational culture, a company needs to check the organization’s vision and mission that they are bringing to the public, the attitudes and behaviours of employees and partners and also the communication within the company. The company must also look at the four P’s (Price, Product, Promotion and Place) in the marketing, when the company has produced and packaged the product, there is the need to price the product, setup distribution networks to move the product and make it accessible to the final consumer.

The company must advertise their products to the public by broadcasting or mass advertising, outdoor advertising and online advertising. The company must involved themselves into direct marketing such as sending direct mail, telemarketing, catalogs, shopping channels, having internet sales, emails, text messaging, websites, online display advertise, fliers, promotional letters, direct selling and grassroots marketing.

Also, the company must use the entertainment marketing strategies in selling the product. Some of the strategies are using the mobile marketing, email marketing and social media like Facebook, Twitter, Google+, Foursquare, Youtube, Instagram and Wikipedia. The company must have a sales materials like sell sheets, brochures, presentations etc and in storing customer help, returns, repairs and billing.

Lastly, the company should relate to the public by organizing special events, interviews, conference speeches, industry awards, press conference, news releases, testimonials, publicity stunts, community involvement and event. The company should be able to sponsor an event that goes on in the country, booths, product demonstrations, donations and volunteering.

In conclusion, a company’s marketing communications depends on choice or variables in the promotion-mix because when these diverse aspects of business and marketing are weaved together properly an effective campaign can be achieved.

References

George Belch and Michael Belch: Advertising and promotion (May 15, 2006)

Medill School of Journalism: Journal of Integrated Marketing Communication (Northwestern University)