Bibliographic citations
Malca, A., (2022). El mensaje publicitario en las campañas de donación de sangre: percepciones de estudiantes de medicina [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667170
Malca, A., El mensaje publicitario en las campañas de donación de sangre: percepciones de estudiantes de medicina [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667170
@misc{renati/1293649,
title = "El mensaje publicitario en las campañas de donación de sangre: percepciones de estudiantes de medicina",
author = "Malca Acuña, Angel Jesus",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Tacna region has two hospitals, the Hipólito Unanue Hospital and the Social Security Health Hospital (EsSalud). Both have blood banks to supply the city. In addition, the shortage of donors complicates the supply of blood units, which affects patients. For this reason, the population is encouraged to donate blood through blood donation campaigns carried out by health establishments so that the blood banks can be supplied. A study on the analysis of the perceptions of the advertising message in a blood donation campaign in Tacna has not yet been carried out. This research analyzes the perceptions of final year medical students of the Universidad Privada de Tacna towards the campaign "Be a hero, save a life", organized by EsSalud Tacna and Clínica La Luz in 2021. To develop the study, a qualitative approach was used through the use of semi-structured interviews, so that the information obtained was interpreted to justify the general objective of the research. Finally, it was highlighted that the campaign "Be a hero, save a life" did not encourage blood donation in Tacna, due to the lack of application of a cognitive technique within its advertising message and its scarce promotion through the media. Likewise, it is highlighted that blood donation is an altruistic act, so blood donation campaigns should apply the affective technique in their advertising message.
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