El uso de personajes famosos en las campañas de screening de cáncer de colon

Authors

  • Jose A. Martínez Universidad Politécnica de Cartagena
  • Manuel Ruiz Universidad Politécnica de Cartagena
  • María del Carmen Vivo Consejería de Sanidad y Política Social de la Región de Murcia.

Abstract

In this research we analyze the effectiveness of the mass media communication campaign on awareness and prevention of colorectal cancer in Spain, also we analyze use and adequacy of celebrities in this campaigns. In an experiment with a population over 50 years, we find that image of celebrities is not such as good as expected. Furthermore, the degree of awareness of the disease don’t change to the different advertising. Results from this research, must help us to carry out mass media campaigns in order to increase the response rate in screening for colon cancer. 

Keywords

social psychology, health marketing, colorectal cancer, prevention campaigns, experiment.

DOI

https://doi.org/10.5565/rev/qp.37

Published

2013-07-31

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