In the case of commercial product marketing the desired behavior is, of course, the purchase of the product being marketed. Social marketing is more complex, in that the product being promoted is more abstract, such as a change in behavior or belief to effect social change. Health campaigns aim to change fundamental behaviors, whereas much product advertising aims to mobilize an existing predisposition, as in switching brands. However, some product advertising does aim to create new markets. Amount of change expected.
Health campaigns aim to change a large portion of the population.
Product advertising is usually satisfied with small shifts in market share. Time frame of expected benefits. Health campaigns usually ask their target audience to wait for delayed statistical probabilities. Product advertisers promise immediate certainty. Presentation of the product.