Diffusion theory attempts to explain the spread of an innovation through a group or society. Most new products are unsuccessful because they don't find a market. It can attempt to control the spread of their innovation by placing specific types of information in appropriate media at strategic times to reach a specific audience. Adoption is the acceptance of an innovation by a group member. Diffusion is the spread of an innovation among a group.
Diffusion is a process.
It requires key elements to be successful. First, there must be an innovation, something that is perceived as new to that particular group. Second, there must be a series of channels through which the group normally communicates. Third, there must be time for word of the innovation to spread. Some new ideas, like telephone answering systems, spread rapidly.