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| Author: | Basu, A. Wang, J. |
| Title: | The role of branding in public health campaigns |
| Journal: | Journal of communication management
2009 : VOL. 13:1, p. 77-91 |
| Index terms: | USA public sector health health service markets advertising campaigns |
| Freeterms: | branding |
| Language: | eng |
| Abstract: | This paper aims is to explore the role of branding in public health campaigns (hereafter as: p-h-cmgs.). Reviewed are p-h-cmgs. with their goals and objectives compared with the current health market conditions. The imperatives for branding p-h-cmgs. are listed. Discussed are salient features of branding possible to be applied to health campaigns before drawing on an exemplar to elucidate how branding can be effectively harnessed in the world of p-h-cmgs. theories and praxis etc. |
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