Marketing Vs Propaganda: Is Propaganda Used In Advertising?
By Gareth Henry | Last Updated 10 May 2024
The terms “marketing” and “propaganda” are often used interchangeably, but they have distinct differences. Both aim to influence an audience, but their methods and intentions vary.
This article explores the similarities and differences between marketing and propaganda, where they intersect, and why marketing should focus on servicing a market rather than creating one.
How Marketing And Propaganda Are Similar
Purpose: Both aim to change how people think and act. Marketing persuades consumers to buy products or services, while propaganda shapes opinions towards a cause or ideology.
Techniques: They use persuasive language, emotional appeal, and repetition. Catchy slogans, compelling stories, and repeated messages make their points memorable and convincing.
Channels: Both utilise media, ads, and public relations to spread their messages. Whether through TV, radio, newspapers, or digital platforms, these channels ensure broad audience reach. Public relations efforts, such as press releases and media events, also play a significant role in both fields.
Where Marketing And Propaganda Meet
Manipulative Tactics: Both use tricks to change opinions. Techniques include fear, urgency, and social proof to influence behaviour. According to a report from the University of Oxford, every one of the 80+ countries surveyed found that political campaigns used organised social media manipulation [1].
Audience Targeting: Both focus on specific groups for maximum impact. By tailoring messages to demographics, psychographics, and behaviours, they ensure greater relevance and effectiveness. Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion, noted, “The principles of persuasion are universal”. So, they can be applied to many scenarios, from selling soap or an ideology.
Why Generating A Market Doesn’t Ultimately Succeed
Lack of Authentic Demand: Creating a market often fails because there is no genuine need or interest. For example, the Segway, marketed as the future of personal transport, failed due to lack of demand.
Consumer Trust Issues: Generative marketing can erode trust if consumers feel manipulated. According to a 2019 Edelman Trust Barometer survey [2], 56% of consumers believe too many brands use societal issues as a marketing ploy to sell more of their product.
Sustainability Problems: Markets created through hype often collapse once the excitement fades. The dot-com bubble of the late 1990s saw many internet companies fail because their markets were artificially inflated by speculation and hype.
Why Marketing Should Serve A Market
Customer-Centric Approach: Successful marketing focuses on identifying and meeting existing consumer needs. Research by Deloitte found that companies that prioritise customer needs have a 60% higher profitability [3].
Building Trust and Loyalty: Serving a market builds long-term trust and loyalty among consumers. Seth Godin, marketing expert, says, “Marketing is no longer about the stuff you make, but the stories you tell.”
Organic Growth: When marketing aligns with consumer needs, growth is sustainable and organic. Apple’s success with the iPhone is a result of understanding and serving the evolving needs of their market.
Conclusion
Marketing and propaganda may seem similar, but they are different in their goals and effects. Propaganda often uses tricks and false information to influence people. On the other hand, good marketing focuses on understanding and meeting real needs.
Like propaganda, generative marketing is based on weak foundations and usually fails because it’s not genuine. But marketing that serves a real need is more sustainable and trusted by people. The key to successful marketing is being honest and responsive to what people truly need.
Sources:
[1] University of Oxford: https://www.ox.ac.uk/news/2021-01-13-social-media-manipulation-political-actors-industrial-scale-problem-oxford-report
[3] Deloitte: https://www2.deloitte.com/content/dam/Deloitte/de/Documents/WM%20Digitalisierung.pdf
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