Q4B · Analyse the ‘DAGMAR’ and ‘DRIP’ Models of advertising by giving appropriate examples

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 ↔

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.

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

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 ↔

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.

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