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The Gap between Theory and Practice in Social Marketing: A Research about the use of Positive and Negative Appeals in European Television Advertising Preventing HIV/AIDS

Title
The Gap between Theory and Practice in Social Marketing: A Research about the use of Positive and Negative Appeals in European Television Advertising Preventing HIV/AIDS
Type
Article in International Scientific Journal
Year
2015
Authors
João Proença
(Author)
FEP
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Casais, Beatriz
(Author)
Other
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Journal
Vol. 35 No. 1
Pages: 137-138
ISSN: 0276-1467
Publisher: SAGE
Other information
Type (Professor's evaluation): Scientific
Documents
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