Bibliographic citations
Bendezú, C., (2021). Análisis de la estrategia publicitaria para la captación de voluntarios. Caso YMCA Perú - sede Pueblo Libre, en 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/28165
Bendezú, C., Análisis de la estrategia publicitaria para la captación de voluntarios. Caso YMCA Perú - sede Pueblo Libre, en 2020 [Tesis]. PE: Universidad Privada del Norte; 2021. https://hdl.handle.net/11537/28165
@misc{renati/418430,
title = "Análisis de la estrategia publicitaria para la captación de voluntarios. Caso YMCA Perú - sede Pueblo Libre, en 2020",
author = "Bendezú Chávez, Camila",
publisher = "Universidad Privada del Norte",
year = "2021"
}
The objective of the present research aims to analyze the application of the advertising strategy for recruitment of volunteers in the case of YMCA Peru - Pueblo Libre campus, in 2020. The research was descriptive, type of case study. For this, the discussion guide focused on the focus group technique was used as a research tool, through two meetings through the virtual platform Meet, with a sample, not probabilistic for convenience, of 14 young people between 14 and 29 years old, divided into two groups: 7 volunteer participants (main actors) and 7 volunteer leaders (secondary actors) who were part of the leadership training process of YMCA Peru - Pueblo Libre campus. The results answered the research question, how was the advertising strategy applied to attract volunteers in the YMCA Peru case at the Pueblo Libre campus, in 2020? Showing that the advertising strategy is applied empirically through the technique of word of mouth, carried out mostly by volunteer leaders, and is complemented by the use of digital media. In addition, the advertising message appeals to their main motivations such as personal development in a safe space.
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