FLO'S VILLAGE
GHANA INST. OF JOURNALISM (L300 TOPWK)
Wednesday, April 3, 2013
Tuesday, March 19, 2013
CHAOS IN ACCRA CENTRAL; TRADERS, PEDETRIANS COMPETE FOR SPACE
An overcrowded Accra central market |
|
A trader busily selling on the pavement. |
It is high t i m e government looked beyond scoring political points to take drastic measures to
these hawkers of the streets by providing them with a market
since the existing ones are already
full.
Some pedestrians trying to squeeze themselves through the "Human traffic" |
Monday, October 1, 2012
THE AIETA MODEL BY EVERETTE ROGERS
The study of the behaviour
of customers towards a product is very important to the advertiser; that is
from the stage where a consumer hears about the product to purchase, preference
and satisfaction is very crucial.
One popular model that
deals with the Innovation adoption by consumers is the AIETA model. This model
was propounded by Everett M. Rogers in 1962 in his book “Diffusion of
Innovations”. Rogers
identified that, before a new idea is accepted or before a desired change
within a social system is achieved, members go through a five-step hierarchical
process; Awareness, Interest, Evaluation, Trial and Adoption (AIETA).
Awareness: consumers naturally perceive risk
in using new products. They often times would not buy unless they are aware of
a product’s existence. It is therefore necessary for an organization to create
awareness on new products and existing brands. Current technological trends
have made it easier for organizations to make their products known by adding
social networking sites (facebook, twitter and the like.) to the traditional
media.
Interest: After
consumers have been introduced to a
product, there is the need to sustain the interest of the consumer to power him
to take an action. Information advertisements such as “new Milo with Antigen E”
tells the consumer what he/she stands to benefit from the product. This move
helps generate interest.
Evaluation: At this stage, the prospect consumer imagines
him or herself using the product. Personal selling plays an important role here
as a way of getting materials into the prospect consumer’s hands.
Trial: At the trial stage,
the consumer 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 advantage. Sales
promotion at this stage is very necessary. Advertisers must therefore create
trial opportunities using samples in in demonstration. For instance, the “Omo
door to door challenge”.
Adoption: The consumer at
this stage has accepted the product the product. He/she begins large scale use
which hopefully leads to preference, satisfaction and repeat purchase.
The AIETA model though
widely used and seen as effective can progress rapidly or slowly Depending upon the product.
REFERENCE
Www. 5metacom.com
How the adoption model
affects your sales and marketing efforts.
Friday, September 21, 2012
REASONS WHY BIG COMPANIES LIKE COCA COLA CONTINUE TO ADVERTISE
Advertising
as defined by Belch and Belch is any paid form of non-personal communication
about an organisation’s product, service or idea about an unidentified sponsor.
Advertising in other words is defined as any form of non-personal presentation
and promotion of ideas, goods and services through the mass media and with an
identifiable sponsor (Bovee, 1992).
Advertising
helps to create awareness, generates income, enhances sales promotion, sustain
the interest of customers, establishes image of a product among other important
factors for an organization. Advertising is a contributory factor to the success
of most organisations.
Sometimes,
one wonders why a big company like Coca Cola who has conquered the market with its
products continues to advertise. Shawna Fennell referred to the book “Steal these
ideas: Marketing secrets that will make
you a star” by Steve Cone on her blog page. The book discussed six reasons why
a company needs to advertise.
A
company continues to advertise to remind existing customers why they are
customers. Sometimes, a company’s customers forget them and why they love them. Advertising therefore serves as a reminder to
old customers why the company is an amazing one and to make new customers.
Also,
beyond the fact that you may have seen a lot of adverts of a particular product
does not mean another has for instance on the creation of awareness of a company’s
new product or change in price of a product. Presumably, a twelve year old girl may not
have heard of the company’s new product, hence the need to keep pondering their
messages through advertisement.
Often
times, such companies have typical commodities that can easily be replaced by
another brand’s similar product hence the need to advertise to stay top of mind
of consumers.
Again,
loss of mind share results in loss of market share. Building brand awareness through
continuous advertising is always very good way of sustaining the interest of
the company’s customers.
There
is also the case of building brand equality due to the brand recognition a
company like coca cola gains in the event of selling the company. They would
gain a better deal due the brand which has become popular due to advertisement.
Finally,
big companies continue to advertise to appeal to a new market, inform and
invite enquiries from consumers.
The above
points clearly outline important reasons why big companies like Coca Cola must
continue to advertise.
REFERENCES
·
Bovee
(1992) How Advertising works.
Michael A.
Belch and George E. Belch (2008) Advertising and Promotion: An
Integrated Marketing Communications
Perspective
Shawna
Fennel (April 2009) Essential Reasons To
Advertise.www.practicalecommerce.com/blogs/post
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