THE APPLICABILITY OF COMMERCIAL ADVERTISING THEORY TO SOCIAL MARKETING: TWO CASE STUDIES OF CURRENT AUSTRALIAN SOCIAL MARKETING CAMPAIGNS.

This article argues that recent advances in advertising theory developed in the commercial business context can be transferred effectively to the design of social marketing (specifically advertising) campaigns. It evaluates two current Australian campaigns, targeting teenagers' use of illicit drugs and teenagers' irresponsible use of alcohol. The two campaigns provide impressive evidence that advanced theory and concepts from commercial advertising can be applied effectively to social marketing. [ABSTRACT FROM AUTHOR]