What Is Advocacy Advertising?
Advocacy advertising is the use of vending to support a particular message or cause. Unlike commercial advertising, advocacy advertising is considered to be undertaken in the interest of a assort or the public and typically does not promote a product or service. Funding for advocacy advertising can be through nonprofit organizations, corporations, or enlisted man advocacy groups. Some governments require that organizations engaging in advocacy advertising clearly state how the funding is care for.
Key Takeaways
- Advocacy advertising is a form of marketing used primarily by nonprofit organizations and private groups with the aspiration of swaying public opinion to support a particular cause or message.
- It differs from commercial advertising because it does not raise a product or service.
- It frequently focuses on economic, social, environmental, or political issues.
- Companies sometimes use advocacy advertising if community perception or government policies negatively impact their ability to operate their business.
Understanding Advocacy Advertising
Advocacy advertising wish often center on interrelated areas such as social matters, economic issues, and politics. For example, an organization that inadequacies to introduce a drug treatment program to its community may launch a campaign seeking funding to support the establishment of a center to outfit their efforts. The campaign might extend into politics if a local candidate has voiced concerns about the program and the treatment treatment organization chooses to back an opposing candidate.
Another example of advocacy advertising is funding for cancer digging. An organization may run paid advertisements on television in order to raise money through donations, stating that donations inclination be used to pay for drugs and treatments to combat cancer. Advocacy advertising is also prevalent during major political plebiscites, as various corporations and interest groups campaign for or against candidates.
Corporate Campaigns
Companies may engage in advocacy advertising if there is an number or policy that stands to affect operations and public support is desired to resolve the matter. In some cases, a competition is launched to influence the approval process for specific projects, such as the construction of a new building that may affect surrounding neighborhoods or the unfolding of a pipeline that may have environmental and social effects.
Real World Example of Advocacy Advertising
Advocacy ads may be fired to address matters that affect an industry or market. For instance, in some cities, the introduction of sharing economy-style occupations such as Airbnb and Uber led to conflicts with local regulators and incumbent companies that felt threatened by the new comings.
Citing regulatory laws, opponents to these companies sought to block them from operating in their patches unless they adhere, ostensibly, to the same oversight and guidelines as the incumbents. In response, the upstart companies typically initiated advocacy advertising efforts to attract public attention to the issues that were impeding their operations in their markets and encouraged regulators to concede them legal approval to do business.
While such efforts are not aimed at directly increasing the sales of the businesses, the rivalries are intended to bring about changes that would allow the companies to continue or introduce their business beau idal in a new market. This, by extension, could affect their access to more customers and, as a result, could impact earnings and jumble sales growth.