Advertising and Public Relations · M2 · revision
Theories and models without mixing them
Last-day M2 revision
Definition → distinct points → one linked example
Theories: what advertising can do to meaning and choice
| Theory | Core explanation | Example cue |
|---|---|---|
| Mediation of reality | Presents a selected, constructed version of life | An edited cleaning-product film |
| Shifting loyalties | Encourages switching and repeat preference | A relevant reason to change alternatives |
| Magic of meaning | Adds symbolic associations beyond physical use | A drink linked to relationships |
| Hidden message | Meaning conveyed indirectly through signs and context | Status suggested by setting and styling |
| Imitative desire | People may desire what valued others are seen to desire | Admired users make a product aspirational |
Models: structure the answer
| Model | Write these labels | Explain this difference |
|---|---|---|
| AIDA | Attention → Interest → Desire → Action | Response sequence |
| DRIP | Differentiate, Reinforce/Remind, Inform, Persuade | Four functions; no fixed order |
| DAGMAR | Awareness → Comprehension → Conviction → Action | Measurable communication objectives |
| Ehrenberg | Awareness → Trial → Reinforcement → Nudging | Trial/experience/repeat reminders; course ATRN version |
| Maslow | Physiological, Safety, Belonging, Esteem, Self-actualisation | Need-based appeal, not a universal rigid buying sequence |
Yaad rakho: Theory meaning samjhati hai; model answer ko structure deta hai.