The adoption curve shows that it is important to keep the promotion effort the same as time passes-so consumers won't be confused.

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The adoption curve shows that promotion efforts should vary at each stage of the adoption process. At the beginning, promotion should focus on creating awareness, then move on to generating interest, then desire, and finally, action. A consistent promotional effort throughout the entire process may not be effective as consumer needs and preferences change over time.

The Adoption Curve Shows That It Is Important to Keep