Public Policy and Attitudes on Tax Support for Live Artistic Communications Media

Abstract . Hypothesized direct and interaction relationships among the dependent variable willingness to pay more taxes for support of live artistic communications media and the independent variables of past attendance, education, income, leisure time, and liberalism-conservatism are tested. Past enjoyment probably makes people more favorable to tax support. Social policy implications of the results are discussed.     

Success in social marketing

In a series of articles, Philip Kotler, first with Sidney Levy [11], then with Gerald Zaltman [12], and then singularly [8], has significantly broadened the scope of marketing management. Marketing strategy, according to Kotler, is pertinent in numerous areas in addition to its business application. This article is concerned with one particular area for the expanding application of the marketing concept— social marketing.The use of marketing strategy to achieve social objectives produces both similarities and differences to business applications. Comparing these similarities and differences should produce some insight about the potential success of social marketing.