It focuses on how reluctant people are to engage intellectually with any alternative vies and how vulnerable they might be to propaganda. However, these features are unsatisfactory since they don t distinguish it as a separate category from social marketing. It simplifies and exaggerates. It is often propelled by a clear, purposive and coherent ideology. The core of the marketing task is to identify the wants and needs of customers and making products shaped by that understanding.
Social marketing is based on some research-defined idea of consumer wants.
The message in social marketing can be framed accordingly. Propaganda, therefore, is didactic. There is less concern to moderate the message in light of marketing research. This reflects the nature of its production and its objectives. It seeks to neutralize opposition.