News Release

Victor Kwame Kafui Ativie (CEO)
VK+ GHANA LTD
Box 1986
Accra.

10th October.

RELEASE IMMEDIATELY

Dear All,

VK+ LAUNCHES INTER-TERTIARY BEACH SOCCER TOURNAMENT 2014

The first and biggest inter -tertiary beach soccer tournament has been launched today at the Labadi beach resort.

The event organizers, VK+ Ghana Ltd, said that the event is meant to promote the beach soccer sport in Ghana and to make it a mainstream sport as football.

Mr. Victor Kwame Kafui Ativie, CEO of VK+ Ghana Ltd said, 'It is high time we got the youth inerested in beach soccer. The time has come for Ghana to be champions in this young sport'.
He added that beach soccer equipments shall be supplied the universities and that best and promising players will be selected for the national team to play in the world tournament at South Africa.

The following universities were present at the launch ; Ghana Institute of Journalism, Unversity of Ghana, KNUST, African University and Cape Coast University.
The tournament begins on 28th November, at Labadi Beach.

The Tournament co-ordinator, Mr Foster Sly, promised Ghanaians of a great tournament and entreated the public to come support their teams.

Contact : victorativie.blogspot.com
0246770686

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DIFFUSION OF INNOVATION

By Victor Kwame Kafui Ativie. 

Level 400, PR. BACP 2015019

Diffusion of Innovation Theory
Diffusion of Innovation (DOI) Theory is developed by E.M. Rogers in 1962.
It is one of the oldest social science theories and originated in communication to explain how an idea or product diffuses or spreads through a specific population or social system. The end result of this diffusion is that people who are part of a social system, adopt a new idea, behaviour, or product.   Adoption means that a person does something differently than what they had previously. The key to adoption is that the person must perceive the idea, behaviour, or product as new or innovative. It is through this that diffusion is possible.  Adoption of a new idea, behaviour, or product makes it an "innovation". Researchers shows that people who adopt an innovation early have different qualities than people who adopt an innovation later. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation.
When promoting an innovation, there are different strategies used to appeal to the different adopter categories.
1. Innovators - These are people who want to be the first to try the innovation. They are venturesome and interested in new ideas. These people are very willing to take risks, and are often the first to develop new ideas. Very little, if anything, needs to be done to appeal to this population.
2. Early Adopters - These are people who represent opinion leaders. They enjoy leadership roles, and embrace change opportunities. They are already aware of the need to change and so are very comfortable adopting new ideas. Strategies to appeal to this population include how-to manuals and information sheets on implementation. They do not need information to convince them to change.
3. Early Majority - These people are rarely leaders, but they do adopt new ideas before the average person. They typically need to see evidence that the innovation works before they are willing to adopt it. Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness.
4. Late Majority - These people are skeptical of change, and will only adopt an innovation after it has been tried by the majority. Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully.
5. Laggards - These people are bound by tradition and very conservative. They are very skeptical of change and are the hardest group to bring on board. Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups.