Dulcie Attipoe's Blog

Advice for Media Entrepreneurs - Columbia University Graduate School of Journalism

DISCUSS THE AIETA MODEL PRESENTED BY EVERETT ROGERS IN “DIFFUSION OF INNOVATIONS” When one talks of the AIETA model, the first study that comes to mind is the process of advertising which plays the role as the communication function of marketing. Advertising plays a vital role in our everyday life which turns to influence our decision making on products, ideas and services. As a matter of fact, advertising ideas, services or goods determines an organization’s success, productivity and income and therefore requires a model to effectively execute the process. This invited most professors in the discipline to propose several of these models which are in a hierarchy to guide the advertiser in defining and executing his goal. One of these key proponents is Everett Rogers, who came up with the AIETA model in his 1962 book Diffusion of Innovations .   Diffusion of Innovations according to Rogers is a theory that seeks to explain how, why, and at what rate new ideas and technology