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DRIP elements of marketing communications

DRIP element	Examples
Differentiate	Burger King differentiates itself from market leader McDonald's by stating that its burgers are flame-grilled for a better taste.
Reinforce	Specsavers Opticians work to bring people back into the eyecare market (see ViewPoint in Module 12).
Inform/make	Environment Agency and Flood Action Week inform various organisations, such as the Meteorological Office, local media and the general public, of the new flood warning codes.
Persuade	So good milk is better for us than ordinary milk.

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