The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS
AbstractFindings 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 effectiv ely
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Bibliographic InfoPaper provided by Academic Public Administration Studies Archive - APAS in its series Apas Papers with number 315.
Date of creation: 2011
Date of revision:
Social Marketing; Fear Appeals; Positive Appeals; Historical Research;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-07-27 (All new papers)
- NEP-HIS-2011-07-27 (Business, Economic & Financial History)
- NEP-MKT-2011-07-27 (Marketing)
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