Presentation of the product. Product advertisers can dress up their product as much as they want or need to. Health campaigns do not, and probably cannot be seen to oversell benefits or the ease of their acquisition. Product advertisers have massive budgets. Health campaigners usually operate on relatively minuscule budgets.
People often distrust advertising.
Health campaigners cannot allow distrust to develop. Level of evaluation. Health campaigners tend to stress summative evaluation, conducted after the campaign, if they stress any evaluation at all. Prevention practitioners working to communicate messages to reduce alcohol, tobacco, and other drug problems have embraced techniques of social marketing, as well as media advocacy as part of an overall environmental approach to problem reduction. In a society with heavy reliance on mass media and a crowded message environment, the art of social marketing can make a valuable contribution to prevention efforts.