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 language | English (US) |
|---|---|
| Pages (from-to) | 131-159 |
| Number of pages | 29 |
| Journal | Journal of Health Communication |
| Volume | 14 |
| Issue number | 2 |
| DOIs | |
| State | Published - Mar 2009 |
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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 journal › Article
}
TY - JOUR
T1 - Developing effective campaign messages to prevent neural tube defects
T2 - A qualitative assessment of women's reactions to advertising concepts
AU - Lindsey, Lisa L Massi
AU - Silk, Kami J.
AU - Von Friederichs-Fitzwater, Marlene M.
AU - Hamner, Heather C.
AU - Prue, Christine E.
AU - Boster, Franklin J.
PY - 2009/3
Y1 - 2009/3
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=67549147391&partnerID=8YFLogxK
U2 - 10.1080/10810730802659137
DO - 10.1080/10810730802659137
M3 - Article
C2 - 19283538
AN - SCOPUS:67549147391
VL - 14
SP - 131
EP - 159
JO - Journal of Health Communication
JF - Journal of Health Communication
SN - 1081-0730
IS - 2
ER -