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Promotion and Communication Brand-specific promotion and generic BCC are used to build demand for social marketing products and appropriate behaviors. Generic BCC activities are targeted toward large segments of the population. Target audiences generally have low knowledge levels and significant misinformation exists regarding products and behavior. Only small segments of the population demonstrate the accepted behavior or are using the products. Brand-specific promotion and generic BCC are used to build demand for social marketing products and appropriate behaviors. Generic BCC activities are targeted toward specific population segments, with commercial players advertising more to higher-income segments and SMOs focusing more on lower-income and vulnerable groups. Target audiences generally have moderate knowledge, although often some misinformation exists regarding products and behavior. More of the population demonstrates the accepted behavior or is using the products. Brand-specific promotion is targeted toward the general population to sustain market levels. BCC is used to address hard-to-reach target audiences, such as youth, underserved, and high-risk audiences. These generic behavior-change campaigns may be supported periodically through donor interventions. Commercial organizations are making the largest investments in advertising of the branded products. Target audiences generally have high knowledge levels. While rumors and misconceptions still may be an issue, a significant portion of the population demonstrates the accepted behavior or is using the product. media