Consumer Take-Away From Print and TV Advertisements for DanActive: A Mall Intercept Study

Authors:
Manoj Hastak, Ph.D.

An FTC-commissioned research study designed to investigate consumer take-away from one print advertisement and two TV advertisements for a probiotic dairy drink product called DanActive. Specifically, the study sought to assess whether the advertisements communicated to consumers, either directly or by implication, that drinking DanActive reduces the likelihood of getting a cold or flu. The data were collected for the FTC by ICF Macro. Detailed tabulations of responses to all questions are available in the report submitted by ICF Macro to the FTC.