# 1 The role of marketing communications

Despite the growing influence of digital media, the principal role and purpose of marketing communications has not changed drastically over time. The purpose of marketing communications is to engage with target audiences to achieve one (or more) of four functions, which is known as the DRIP model, shown in Figure 1 (Fill and Turnbull, 2019). Click ‘View interactive version’ then click on each of the four functions to read about it in more detail.

Figure 1 The DRIP model

The most effective marketing communications will seek to serve more than one of the above roles, as you will explore in the next activity.

## Activity 1 The DRIP model

Allow around 20 minutes for this activity

The functions described by the DRIP model are likely to be present in every piece of marketing communications to varying degrees. Watch the two adverts below and see if you can identify how they exemplify these functions. You can use the table below to make a note of your answers.

This video deals with subject matter that some people may find upsetting.

Video 1: Metro Trains Melbourne 'Dumb ways to die' advert (make sure to open this link in a new tab/window so you can easily return to this page).

This browser does not support video playback.

Video 2: Sasol ‘Ama-Glug-Glug’ advert
Transcript

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| Differentiate | Reinforce | Inform | Persuade
--- | --- | --- | --- | ---
Metro Trains | (A text entry box would appear here, but your browser does not support it.) | (A text entry box would appear here, but your browser does not support it.) | (A text entry box would appear here, but your browser does not support it.) | (A text entry box would appear here, but your browser does not support it.)
Sasol | (A text entry box would appear here, but your browser does not support it.) | (A text entry box would appear here, but your browser does not support it.) | (A text entry box would appear here, but your browser does not support it.) | (A text entry box would appear here, but your browser does not support it.)

Interactive feature not available in single page view.

### Feedback

### Metro Trains

Public service broadcasts such as this are usually highly focused on changing behaviour. This popular Australian advert is trying to encourage safety amongst rail users and those near rail lines by persuading them of the dangers. This advert takes a very creative approach to a serious issue, reinforcing the idea of risk associated with rail lines whilst differentiating itself from more conventional public service broadcasts to create memorability and impact. It is informing the audience of the risks and the consequences.

### Sasol

The Sasol ‘Ama-Glug-Glug’ campaign has been popular in South Africa since 1999. It focuses on the modernisation of the country and connects the development of the fuel with the nation's changing dynamics, helping support differentiation. Once the car has been fuelled, the engine's roar informs the audience of the qualities of the fuel. The response from the young girl when the man, presumably the father, turns the ignition reinforces the idea that the fuel equates to power, as she congratulates the father on a safe choice. This type of response awaits all who use this fuel, making it a persuasive appeal.

As you can see, both of these two adverts perform all four of the functions described by the DRIP model. This could be part of the reason they have been so effective.

OpenLearn - Marketing communications in the digital age
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