Abstract
The application of social marketing principles to the promotion of human services programs is illustrated in this paper. As part of a household interview survey, 176 respondents were asked to name their hopes and fears for their lives. Responses generated by these questions are reported briefly. These findings then are interpreted from the perspective of social marketing theory, and resulting implications for the design of strategies to promote human service programs are discussed. Other areas in which social marketing theory may aid the planning and delivery of human services are mentioned.
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This paper is based on her master's thesis, the research for which was funded by NIMH Grant #5 T24 MH14883. She wishes to acknowledge her indebtedness to her committee members, Drs. Steven Danish, Francine Deutsch, and Hugh Urban; to Dr. Carl Young and Dwight Giles, Jr., for their instrumental roles in the design and execution of the survey that provided these data; and to Dr. Deutsch, Margo Edmunds, and an anonymous reviewer for their helpful comments on earlier drafts of this paper.
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Plantz, M.C. Salient hopes and fears: Social marketing to promote human services. Community Ment Health J 16, 293–305 (1980). https://doi.org/10.1007/BF00821561
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DOI: https://doi.org/10.1007/BF00821561