Social advertising (social issues)
Social advertising is the use of advertising to inform the public about a social issue or to influence their behavior.
While social advertising campaigns are often successful in raising awareness, they are typically unsuccessful in producing long-term behavior change of the type that can be achieved through the use of social marketing. Social advertising may, however, form a part of a social marketing intervention.
- Truss, Aiden (2010). Jeff French; Clive Blair-Stevens; Dominic McVey; Rowena Merritt, eds. Social Marketing and Public Health: Theory and practice. Oxford University Press. p. 24.