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Selected Works of Oscar T McKnight Ph.D.
Article
USING THE FCB GRID TO EVALUATE A FAILED MENTAL HEALTH LEVY: THE MARKETING IMPLICATIONS OF STIGMA
Marketing Management Association Proceedings (2012)
  • Oscar T McKnight, Ashland University
  • Ronald Paugh, Ashland University
  • Steffi Liotta, University of Akron Main Campus
  • Wenhui Jin, Ashland University
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Abstract

This research found that using the FCB Grid to develop and evaluate a mental health levy campaign has merit. Likewise, stigma has both positive and negative impact on a mental health levy. Introduced is the ‘STIGMA’ planning model to help mental health professionals pass a public mental health levy.

Keywords
  • FCB grid,
  • mental health,
  • levy,
  • levies,
  • stigma,
  • mental health levy,
  • mental health levies,
  • marketing mental health,
  • Oscar McKnight,
  • Ronald Paugh,
  • Steffi Liotta,
  • Wenhui Jin,
  • University of Akron,
  • Ashland University,
  • mental health stigma
Disciplines
Publication Date
Spring March 29, 2012
Citation Information
Oscar T McKnight, Ronald Paugh, Steffi Liotta and Wenhui Jin. "USING THE FCB GRID TO EVALUATE A FAILED MENTAL HEALTH LEVY: THE MARKETING IMPLICATIONS OF STIGMA" Marketing Management Association Proceedings (2012)
Available at: http://works.bepress.com/oscar_mcknight/41/