Post-advertising research results showed a positive impact on consumer attitudes and consumption behaviour. Household consumption research showed that among those who saw the campaign, the campaign generated a 5 per cent increase in the value of milk, cheese and yogurt purchased and a 2 per cent increase in volume purchased verus the period prior to advertising. This compared favourably to results among those not exposed to any dairy advertising as well as those only exposed to branded dairy advertisements, where both volume and dollar sales impact either declined or were flat versus the prior period. Tracking research on consumer attitudes also showed that among those aware of the ‘dairygood for life’ campaign, there were positive shifts in the related key performance indicators, achieving or exceeding the program targets. This result was not achieved among those not aware of the advertising, as shown in the table below. Key Performance Indicators Among women who saw ‘dairygood for life’ advertising Among women who did not see ‘dairygood for life’ advertising Target Score Percentage of women who strongly agree that dairy foods provide a wide range of vitamins and minerals 45percent 38percent more than 45percent Percentage of mums who agree strongly that dairy foods are essential for the growth and development of children 84percent 69percent more than 80percent Percentage of women 18-65 respondents that 'agree somewhat' or 'agree strongly' that there is concerns about effect of dairy on health 15percent 21percent less than 15percent Percentage of women 18-65 respondents that 'agree somewhat' or 'agree strongly' that they trust in dairy foods as a healthy food 88percent 82percent more than 80percent
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