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

  1. Martínez, José Antonio
  2. Manuel Ruiz Marín
  3. Vivo, María del Carmen
Questiones publicitarias: revista internacional de comunicación y publicidad

ISSN: 1133-6870 1988-8732

Year of publication: 2013

Issue: 18

Pages: 18-38

Type: Article

DOI: 10.5565/REV/QP.37 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Questiones publicitarias: revista internacional de comunicación y publicidad


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

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