1. (drip effect, drip-drip effect) In theories of media effects, the notion that the mass media contribute towards gradual changes in the long term, either in individual attitudes or behaviour (e.g. among heavy viewers of television: see cultivation theory), or in the form of social changes (alongside other social forces).
2. (drip campaign) In advertising, a campaign in which media expenditure is stretched over a relatively long period, in contrast to burst campaigns. This strategy is often used for ‘reminder campaigns’ or when the goal is to achieve longer-term attitudinal effects.