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

Lisa L Massi Lindsey, Kami J. Silk, Marlene M. Von Friederichs-Fitzwater, Heather C. Hamner, Christine E. Prue, Franklin J. Boster

Research output: Contribution to journalArticle

9 Citations (Scopus)

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 50-70% 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.

Original languageEnglish (US)
Pages (from-to)131-159
Number of pages29
JournalJournal of Health Communication
Volume14
Issue number2
DOIs
StatePublished - Mar 2009

Fingerprint

Neural Tube Defects
Marketing
campaign
Focus Groups
Folic Acid
Defects
Acids
Vitamins
Brain
Vitamin B Complex
Spine
advertising campaign
Pregnancy
Incidence
pregnancy
appeal
brain
Research
incidence
Group

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Health(social science)
  • Library and Information Sciences
  • Communication

Cite this

Developing effective campaign messages to prevent neural tube defects : A qualitative assessment of women's reactions to advertising concepts. / Lindsey, Lisa L Massi; Silk, Kami J.; Von Friederichs-Fitzwater, Marlene M.; Hamner, Heather C.; Prue, Christine E.; Boster, Franklin J.

In: Journal of Health Communication, Vol. 14, No. 2, 03.2009, p. 131-159.

Research output: Contribution to journalArticle

Lindsey, Lisa L Massi ; Silk, Kami J. ; Von Friederichs-Fitzwater, Marlene M. ; Hamner, Heather C. ; Prue, Christine E. ; Boster, Franklin J. / Developing effective campaign messages to prevent neural tube defects : A qualitative assessment of women's reactions to advertising concepts. In: Journal of Health Communication. 2009 ; Vol. 14, No. 2. pp. 131-159.
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