title: Developing effective campaign messages to prevent neural tube defects: a qualitative assessment of women's reactions to advertising concepts.
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.
authors.affiliation: Michigan State University, College of Communication Arts & Sciences, East Lansing, Michigan 48824, USA. lindsey@msu.edu
authors.forename: Lisa L
authors.initials: LL
authors.lastname: Massi Lindsey
authors.forename: Kami J
authors.initials: KJ
authors.lastname: Silk
authors.forename: Marlene M
authors.initials: MM
authors.lastname: Von Friederichs-Fitzwater
authors.forename: Heather C
authors.initials: HC
authors.lastname: Hamner
authors.forename: Christine E
authors.initials: CE
authors.lastname: Prue
authors.forename: Franklin J
authors.initials: FJ
authors.lastname: Boster
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D001294:Attitude to Health; D019587:Dietary Supplements / Q000191:economics / Q000706:statistics & numerical data*; D005260:Female; D017144:Focus Groups; D005492:Folic Acid / Q000191:economics / Q000627:therapeutic use*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D009436:Neural Tube Defects / Q000517:prevention & control*; D011247:Pregnancy; D015397:Program Evaluation; D036301:Qualitative Research; D020377:Self Efficacy; D040241:Social Marketing; D013334:Students / Q000523:psychology*; D014481:United States; D014495:Universities; D016387:Women's Health; D055815:Young Adult
chemical_list: D005492:Folic Acid