Adoption Groups Essay

Submitted By robinwood72

Words: 486

Pages: 2

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1. Which type of adoption group is represented by the “consumers” in this commercial? In this commercial I defiantly think the adoption group represented is the Innovators. Innovators are the first group of people that will go advocate, purchase, or adopt a new idea. Our text states that they are usually young well educated and are likely to be mobile and have connections outside of their own social network. The innovators in the business aspect are often enthusiastic about trying or doing something innovative.
2. Why is it so important to this adoption group to have “the next big thing” and always keep up with the latest technology? It seems like a lot of people want the next best thing because it will be the newest trend or fashion, a “must have”. After so many people brag about a certain product then people begin to feel like they have to have it at whatever cost. Most young people have parents that will purchase it for them and most of the parents themselves will purchase or upgrade the newest technology. The innovators love to be in contact with all of their social and other social networks. They rely on technology to keep them in touch with the outside world.
3. Do you think it was an effective strategy for Samsung to use this competitive ad to stand up to the seemingly untouchable iPhone? I think the Samsung Galaxy phone commercial was very effective and reached the audience it intended on reaching (the innovators) and even others. The commercial showed people, both male and female, all ethnic cultures, from all over the United States willing to stand in line for more than nine hours for the new upgraded cell phone. The people in line happen to see other people out of line with a new phone that seemed to have a lot of “it” factors for the innovators. They

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