# Theories and models without mixing them

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/revision/revision-m2/models

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/revision/revision-m2--models/

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 |

#### Real campaign · Share a Coke

Coca-Cola introduced named packs in Australia in 2011. The invitation to share connected the drink with personal relationships. In an exam, explain that connection as a teaching interpretation of the campaign; do not claim the company formally used a particular classroom model.

[Campaign / case source ↗](https://www.coca-colacompany.com/about-us/history/how-a-campaign-got-its-start-down-under)

**Yaad rakho:** Theory meaning samjhati hai; model answer ko structure deta hai.