# Q4B · Explain the DRIP and DAGMAR Models of advertising by giving appropriate examples

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2024-12-11/q4b

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2024-12-11--q4b/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2024-12-11 · Q4B · Previous-paper question. Explain the DRIP and DAGMAR Models of advertising by giving appropriate examples. [10 marks]

#### Answer

## DRIP: four jobs of communication

**Definition.** DRIP groups advertising tasks as Differentiate, Remind, Inform and Persuade.

**In simple words.** Alag kya hai, yaad rakh, jaan le, choose kar.

Swipe across the diagram to read its labels ↔

![DRIP: four functions, not a compulsory sequence](https://deep-learning-study-room.vercel.app/apr/fig/drip.19ea209b19.svg)

Diagram: DRIP: four functions, not a compulsory sequence. Labels: DRIP: four functions, not a compulsory sequence | DRIP: four functions, not a compulsory sequence | 1. Differentiate | Show a relevant difference. | 2. Remind / reinforce | Keep the brand in memory. | 3. Inform | Explain a useful fact. | 4. Persuade | Offer reasons for the desired response.

DRIP: four jobs of communication — follow the labels in order.

## Understand it step by step

1. **Differentiate:** explain a meaningful difference from alternatives. It must be relevant and supported, not an empty “best” claim.
2. **Remind / reinforce:** maintain salience and reassure existing users. The notes discuss reinforcement under R; “Remind” is the acronym label used here.
3. **Inform:** communicate features, availability, price or correct use when the audience lacks information.
4. **Persuade:** provide reasons for the desired choice or action. DRIP tasks can overlap; they are not mandatory sequential stages.

## See it in use

#### Illustrative example · A refillable pen

Differentiate: replace the refill instead of the pen body. Remind: recognise the same pack on the shelf. Inform: show compatible refills and price. Persuade: explain the convenience and invite a purchase.

## DAGMAR and the ACCA stages

**Definition.** DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. It turns a communication task into a measurable objective.

**In simple words.** Bas “sales badhao” nahi: kisko, kitna change, kab tak aur kaise measure?

Swipe across the diagram to read its labels ↔

![DAGMAR: ACCA + a measurable objective](https://deep-learning-study-room.vercel.app/apr/fig/dagmar.e936f07148.svg)

Diagram: DAGMAR: ACCA + a measurable objective. Labels: DAGMAR: ACCA + a measurable objective | DAGMAR: ACCA + a measurable objective | 1. Awareness | Know that the brand exists. | 2. Comprehension | Understand the offering and benefit. | 3. Conviction | Develop preference or belief. | 4. Action | Perform the defined response. | 5. Measure the change | Audience + baseline + target + deadline.

DAGMAR and the ACCA stages — follow the labels in order.

## Understand it step by step

1. **Awareness:** the audience knows the brand exists.
2. **Comprehension:** it understands what the offering does and its relevant benefit. Recognition of a name alone is insufficient.
3. **Conviction:** it develops a favourable belief or preference. This is stronger than understanding but not yet completed action.
4. **Action:** the audience performs the defined response. Define whether that means enquiry, trial or purchase.
5. **A measurable goal:** state target audience, present benchmark, required change and time period. Use a comparable evaluation method. Sales depend on distribution, price and competition as well as advertising.

## See it in use

#### Illustrative example · Measurable comprehension objective

For first-year students who know the library app, increase the proportion correctly identifying its reservation feature from 25% to 55% in six weeks. Use the same question before and after. This measures comprehension; downloads would measure a different response.