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

Author

Listed:
  • 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 effectiv ely

Suggested Citation

  • Casais, Beatriz & Proença, João F, 2011. "The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS," Apas Papers 315, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:315
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/315
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    Keywords

    Social Marketing; Fear Appeals; Positive Appeals; Historical Research;
    All these keywords.

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