Which of the following is a basic theoretical approach in public communication campaigns?

Social marketing is a foundational theoretical approach in public communication campaigns because it focuses on applying marketing principles to influence behaviors that benefit individuals and society as a whole. It emphasizes understanding the target audience, developing compelling messaging, and implementing strategic outreach to promote positive lifestyle changes or public health objectives. The core idea is to not only promote a product or service but also convey social value, encouraging people to adopt healthier behaviors or practices.

In this context, social marketing involves careful audience segmentation, research into consumer behavior, and targeted interventions designed to encourage desired actions. Campaigns may include elements such as awareness campaigns, community engagement, and partnerships with organizations, all aimed at fostering behavioral change through a well-structured communication strategy.

The other options, while relevant to certain aspects of public communication, do not serve as theoretical approaches in the same foundational way as social marketing. Behavior modification is more of a psychological concept focused on altering specific behaviors rather than encompassing the broader strategic approach of a campaign. Data analytics serves as a tool for measurement and assessment but does not itself constitute a campaign approach. Social media engagement is a tactic used within campaigns but lacks the theoretical framework that guides overall campaign strategy like social marketing does.