The Rewards for Justice Program utilizes standard marketing techniques to deliver its message. This approach, which is in question, appears to not be as effective as other available methods to encourage action on information related to terrorist or terrorist acts. The literature review includes how the RFJ program, even though offering extraordinary payments in some cases, is unsuccessful in capturing the most wanted persons.

The focus of the literature review will be on how on social marketing and cause marketing as they relate to the primary target population of non-western audiences. This will include on how to approach minorities (for that target area), illiterate, female, and other disenfranchised audiences. Much of the literature will draw from current OSINT periodicals relevant to advertising and marketing.

One of the leaders in cause marketing, Richard Earl, insists on the proper market research and testing of ads of be compiled on public-service programs just as it is on for profit programs. He gives forceful arguments why public service ads are a wise investment. In 1982, Mr. Earl was working for Calle and Company, a product placement company. This was the same year that seven people died as the result of taking Tylenol. Even though law enforcement proved it was the result of a plot and not the negligence of the company, Tylenol as a brand name was all but ruined. Mr. Earl was able to bring it back from the brink and return it to a trusted household name. When Mr. Earl moved into the public sector of marketing and advertising, he was able to apply those same principals to community. He uses a multi-discipline approach to social and cause related campaigns. “I can’t help but think through the various psychological theories that can be applied to explain the effectiveness and non-effectiveness of some of the campaigns.”

Social Marketing, Influencing Behaviors for Good applies business marketing and advertising practice to not-for- profit goals. The authors Philip Kotler and Nancy R. Lee advocate a social marketing model – “The practice of social marketing, which applies the principles of commercial marketing to programs with social ends.” It’s not about putting ideas in the marketplace based on what the not-for-profit thinks the audience needs. Instead the organization becomes more effective when it becomes and organization driven by consumer’s wishes, wants, needs and desires—and then creating programs to fill those needs. The authors argue you the organization needs to know the customer even better than they know themselves. Since the authors are from the business world, they are still able to apply effective marketing and advertising principals to public health and public safety causes. Social marketing is also known as Responsible Marketing.