Adoption rate of new media

Just 40 years ago, TV was considered a "new medium" and 15 years ago, cable wore the same badge. During their respective early days, each of these "new media" had to prove their value to earn a spot on the media plan. Today the Internet finds itself in the same position. CEO's, brand managers, ad agency account managers, and media planners are asking the same question, "Does Internet advertising belong on your media plan?" (Mediaweek, 1997). The answer is undoubtedly yes, regardless of the brand or the category in which the brand competes. There are several facts that explain the reason that Internet advertising is and should be on everyone's media plan (Mediaweek, 1997). -- [1999|Oct 2004]

Diffusion (business) [...]

Diffusion is the process by which a new idea or new product is accepted by the market. The rate of diffusion is the speed that the new idea spreads from one consumer to the next. Adoption is similar to diffusion except that it deals with the psychological processes an individual goes through, rather than an aggregate market process.

The rate of diffusion is influenced by:

There are three theories that proport to explain the mechanics of diffusion:

There are four types of diffusion rate models:

-- [Oct 2004]

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