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How a brand is projected, playes an important role in the buying habbits of people. So if a brand markets itself by using realistic factors, it is likely to sell more. For example a face cream ad, featuring a normal sized woman, rather than a perfectly figured model.
Some may counter by saying that marketing is marketing, no matter how it is done. People will always know that a product is being forced onto them. This maybe true for brands that use social causes only to create a touching ad, although even that makes a difference for some. But, brands that associate themselves with a cause, rather than only make great ads, can actually change the way the brand it perceieved. For example "Tata Tea's Jaago Re" Campaing. Not only did they create ads, that connected with people but they also got involved in what they showed in their ads, the fight against corruption in India.
So marketing with social cause creates brand awareness, evokes a sense of attachment, increases its credibility and ultimately impacts sales.
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