Explain the communication process applicable to marketing communications (such as the Schramm model), and taking a ‘not for profit’ campaign, review and explain the creative work in the campaign in terms of how the advertiser uses the communication process in terms encoding/decoding a message through advertising appeal, and how the campaign adopts the ‘DRIP’ mnemonic in doing so.

Notes: (including encoding & decoding of promotional
messages highlight the themes of the campaign here rational or emotional content for example the model by Wilbur Schramm) – ensure that you explain how the advertising campaign forms a part of an integrated approach with other elements of the marketing
communications mix ( you may wish to explain the idea of synergy here). DRIP – Differentiate, Remind, Inform Persuade (again see the ebook by Chris Fill regarding this)

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