Innovation Adoption Curve

The video tutorial explains how marketers design promotional strategies to convey messages to specific audiences. It introduces the innovation adoption curve, a model that tracks the adoption of new products over time. The curve is divided into five adopter groups: innovators, early adopters, early majority, late majority, and laggards. Understanding these groups helps marketers tailor their strategies to different stages of product adoption. The tutorial uses examples like smartphones to illustrate how the adoption process influences promotional strategies.

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