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Dairy calcium advertising awareness, attitudes and behavior : a survey of 13-17 year-old females

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Date Issued:
1987
Abstract/Description:
University of Central Florida College of Arts and Sciences Thesis; In April 1984, at a conference convened by the National Institutes of Health, a panel of experts issued a statement listing calcium as a "mainstay in the prevention and management of osteoporosis." Osteoporosis, or "brittle bone disease," affects one out of every four American women over 5 0 and is the 12th leading cause of death in the United States. In January 1985, the National Dairy Promotion and Research Board began emphasizing dietary calcium in the promotion of milk and dairy products. Television commercials and print advertising were developed which focused on the calcium contained in dairy products and stressed the importance of this nutrient to a woman's diet. Recent consumer research conducted by Market Facts, Inc. of Chicago indicates that this positive calcium message designed to increase dairy product intake may not be effectively reaching the 13-24 year old female. The study shows that subjects in this age group report that they are doing less about their calcium deficiencies than subjects who were studied prior to the time that the dietary calcium advertising began. In addition, the research indicates that those women who are taking steps to increase calcium intake are less likely to use dairy products. Teenage females offer the dairy industry a challenging opportunity. While average male milk consumption jumps dramatically during the ages of 13-19, average female milk consumption experiences only a slight increase. Reaching this audience at this habit-forming age end changing their attitudes and behavior could provide lifelong use of dairy products. The purpose of this study is to determine the efficacy of past dairy calcium advertising messages in affecting the health attitudes and dietary behavior of 13-17 year old women in Florida.
Title: Dairy calcium advertising awareness, attitudes and behavior : a survey of 13-17 year-old females.
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Name(s): Cooper, Michele, Author
Davis, Robert H., Committee Chair
Arts and Sciences, Degree Grantor
Type of Resource: text
Date Issued: 1987
Publisher: University of Central Florida
Language(s): English
Abstract/Description: University of Central Florida College of Arts and Sciences Thesis; In April 1984, at a conference convened by the National Institutes of Health, a panel of experts issued a statement listing calcium as a "mainstay in the prevention and management of osteoporosis." Osteoporosis, or "brittle bone disease," affects one out of every four American women over 5 0 and is the 12th leading cause of death in the United States. In January 1985, the National Dairy Promotion and Research Board began emphasizing dietary calcium in the promotion of milk and dairy products. Television commercials and print advertising were developed which focused on the calcium contained in dairy products and stressed the importance of this nutrient to a woman's diet. Recent consumer research conducted by Market Facts, Inc. of Chicago indicates that this positive calcium message designed to increase dairy product intake may not be effectively reaching the 13-24 year old female. The study shows that subjects in this age group report that they are doing less about their calcium deficiencies than subjects who were studied prior to the time that the dietary calcium advertising began. In addition, the research indicates that those women who are taking steps to increase calcium intake are less likely to use dairy products. Teenage females offer the dairy industry a challenging opportunity. While average male milk consumption jumps dramatically during the ages of 13-19, average female milk consumption experiences only a slight increase. Reaching this audience at this habit-forming age end changing their attitudes and behavior could provide lifelong use of dairy products. The purpose of this study is to determine the efficacy of past dairy calcium advertising messages in affecting the health attitudes and dietary behavior of 13-17 year old women in Florida.
Identifier: CFR0004326 (IID), ucf:52991 (fedora)
Note(s): 1987-05-01
M.A.
Communication
Masters
This record was generated from author submitted information.
Electronically reproduced by the University of Central Florida from a book held in the John C. Hitt Library at the University of Central Florida, Orlando.
Subject(s): Advertising campaigns
Calcium -- Physiological effect
Dietary supplements
Health attitudes
Osteoporosis
Persuasion (Psychology)
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFR0004326
Restrictions on Access: public
Host Institution: UCF

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