ELEMENTS OF DIFFUSION PROCESS AND CHARACTERTISTICS OF INNOVATIONS
ELEMENTS OF DIFFUSION PROCESS Four elements are required for diffusion process of an advertising message: ü An innovation, which is an idea or a product or a service that is perceived new. ü Its communication from one individual to another ü Its penetration from one individual to another ü Its use over a period of time CHARACTERISTICS OF AN INNOVATION The characteristics of an innovation vary from one product to another, and tend to vary between geographic area and culture. These characteristics are summarized as: Relative Advantage: This refers to the superiority of the innovation over existing offers. Compatibility: Innovation has compatibility if it fits with the values and life-style of the prospects. Complexity: It means the degree of difficulty that consumers experience in understanding how it works and in using it. Divisibility: It is the extent to which the innovation may be used on a limited basis. Several forces often work against innovation. One is risk,