Developing effective campaign messages to prevent neural tube defects: a qualitative assessment of women's reactions to advertising concepts

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Authors
Lindsey, Lisa L. Massi
Silk, Kami J.
Von Friederischs-Fitzwater, Marlene
Hamner, Heather C.
Prue, Christine E.
Boster, Franklin J.
Subjects
Advisors
Date of Issue
2009
Date
2009
Publisher
Routledge
Language
Abstract
The incidence of neural tube defects (NTDs), serious birth defects of the brain and spine that affect approximately 3,000 pregnancies in the United States each year, can be reduced by 50ヨ70% with daily periconceptional consumption of the B vitamin folic acid. Two studies were designed to assess college women's reactions to and perceptions of potential campaign advertising concepts derived from preproduction formative research to increase folic acid consumption through the use of a daily multivitamin. Study one assessed draft advertising concepts in eight focus groups (N = 71) composed of college-enrolled women in four cities geographically dispersed across the United States. Based on study one results, the concepts were revised and reassessed in study two with a different sample (eight focus groups; N = 73) of college women in the same four cities. Results indicated that participants generally responded favorably to concepts in each of the two studies, and provided insight into individual concepts to increase their overall appeal and effectiveness. The specific findings and implications of these results are discussed.
Type
Article
Description
The article of record may be found at https://doi.org/10.I080/1118111730802659137
Series/Report No
Department
Business & Public Policy (GSBPP)
Organization
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NPS Report Number
Sponsors
This project was made possible through a partnership with the CDC Foundation. MOA#12494- 0I00-05.
Funder
This project was made possible through a partnership with the CDC Foundation. MOA#12494- 0I00-05.
Format
30 p.
Citation
Lindsey, Lisa L. Massi, et al. "Developing effective campaign messages to prevent neural tube defects: a qualitative assessment of women's reactions to advertising concepts." Journal of health communication 14.2 (2009): 131-159.
Distribution Statement
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.
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