Write a Description of the Elaboration Likelihood Model and Discuss

question 41

Essay

Write a description of the elaboration likelihood model and discuss the implications of this model on marketing communications.

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Definitions:

Technology Adoption Life Cycle

A sociological model that describes the adoption or acceptance of a new product or innovation, according to the demographic and psychological characteristics of defined adopter groups.

Market Opportunity

A potentially favorable condition in the market that a company can exploit to grow its business or introduce new products.

Entrepreneur

A rephrased definition: A person who initiates and manages a business venture, assuming the risk for the sake of potential rewards.

Beachhead Market

The initial target market a company focuses on when attempting to launch a new product or enter new territory, aiming to establish a strong presence before expanding.