The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS

Academic Public Administration Studies

The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS

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Title: The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS
Author: Casais, Beatriz; Proença, João F
Abstract: Findings on the effectiveness of positive and negative appeals in social marketing are contradictory. This research proposal focuses on the three-decade historical use of positive and negative appeals in European HIV prevention social marketing ads in order to understand when, how and why these appeals have been used. This information is important for social marketers understanding of the role of both approaches and how they may be used most effectively
URI: http://www.apas.admpubl.snspa.ro/handle/2010/315
Date: 2011


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