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

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

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Year of publication:	2011
Authors:	Casais, Beatriz ; Proença, João F
Institutions:	Facultatea de Administraţie Publică, Şcoala Naţională de Studii Politice şi Administrative (SNSPA)
Subject:	Social Marketing \| Fear Appeals \| Positive Appeals \| Historical Research

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Series:	Apas Papers.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series Academic Public Administration Studies - APAS Number 315
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10009218956