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Impact of Advertising on Tampon Wear-time Practices.

Woeller KE, Miller KW, Robertson-Smith AL, Bohman LC - Clin Med Insights Womens Health (2015)

Bottom Line: Among the women who used tampons longer than eight hours when sleeping, 52% reported they would wake up and change compared with 45% of controls.No significant difference between baseline and follow-up diary surveys was found among teens or adults in various measures of tampon wear time (mean wear times; usage intervals from less than two hours to more than 10 hours; percentage of tampons used for more than or equal to eight hours; frequency of wearing at least one tampon more than eight hours).Advertising nighttime tampon wear for up to eight hours effectively communicated label recommendations but did not alter tampon wear times.

View Article: PubMed Central - PubMed

Affiliation: Global Product Stewardship, Feminine Care Business Unit, The Procter & Gamble Company, Cincinnati, OH, USA.

ABSTRACT

Objectives: (1) To determine whether advertising nighttime tampon use for up to eight hours was understood to be consistent with label recommendations and (2) to determine whether television and print advertising with this message affected tampon wear times in adults and teens.

Methods: (1) A comprehension study (online advertising and follow-up questionnaire) among women aged 14-49 years (300 per group) who viewed either the test or a control advertising message; (2) Diary-based surveys of tampon wear times performed prior to (n = 292 adults, 18-49 years, 74 teens, 12-17 years) and after (n = 287 adults, 104 teens) the launch of national advertising.

Results: Significantly more test message viewers than controls stated tampons should be worn less than or equal to eight hours (93.6% vs. 88.6%, respectively, P = 0.049). A directionally higher percentage of test message viewers said they would use a pad if sleeping longer than eight hours (52% vs. 42% of controls). Among the women who used tampons longer than eight hours when sleeping, 52% reported they would wake up and change compared with 45% of controls. No significant difference between baseline and follow-up diary surveys was found among teens or adults in various measures of tampon wear time (mean wear times; usage intervals from less than two hours to more than 10 hours; percentage of tampons used for more than or equal to eight hours; frequency of wearing at least one tampon more than eight hours).

Conclusions: Advertising nighttime tampon wear for up to eight hours effectively communicated label recommendations but did not alter tampon wear times. The informational intervention had limited impact on established habits.

No MeSH data available.


Typical inquiries about tampon wear times and overnight tampon use.
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f1-cmwh-8-2015-029: Typical inquiries about tampon wear times and overnight tampon use.

Mentions: Our company monitors women’s experience with feminine hygiene products through a toll-free telephone number available on the packaging. We receive about 100 inquiries per month from adult women, teens, and parents of young girls seeking information on overnight or extended use of tampons (Fig. 1). Consequently, we developed an advertising initiative with the principal message that tampons can be worn overnight up to eight hours. We then sought to test the impact of this message, if any, on the consumer’s tampon usage habits and practices related to tampon wear time, including mean wear times, proportion of tampons worn for various time intervals, and tampon wear times by absorbency.


Impact of Advertising on Tampon Wear-time Practices.

Woeller KE, Miller KW, Robertson-Smith AL, Bohman LC - Clin Med Insights Womens Health (2015)

Typical inquiries about tampon wear times and overnight tampon use.
© Copyright Policy - open-access
Related In: Results  -  Collection

Show All Figures
getmorefigures.php?uid=PMC4664207&req=5

f1-cmwh-8-2015-029: Typical inquiries about tampon wear times and overnight tampon use.
Mentions: Our company monitors women’s experience with feminine hygiene products through a toll-free telephone number available on the packaging. We receive about 100 inquiries per month from adult women, teens, and parents of young girls seeking information on overnight or extended use of tampons (Fig. 1). Consequently, we developed an advertising initiative with the principal message that tampons can be worn overnight up to eight hours. We then sought to test the impact of this message, if any, on the consumer’s tampon usage habits and practices related to tampon wear time, including mean wear times, proportion of tampons worn for various time intervals, and tampon wear times by absorbency.

Bottom Line: Among the women who used tampons longer than eight hours when sleeping, 52% reported they would wake up and change compared with 45% of controls.No significant difference between baseline and follow-up diary surveys was found among teens or adults in various measures of tampon wear time (mean wear times; usage intervals from less than two hours to more than 10 hours; percentage of tampons used for more than or equal to eight hours; frequency of wearing at least one tampon more than eight hours).Advertising nighttime tampon wear for up to eight hours effectively communicated label recommendations but did not alter tampon wear times.

View Article: PubMed Central - PubMed

Affiliation: Global Product Stewardship, Feminine Care Business Unit, The Procter & Gamble Company, Cincinnati, OH, USA.

ABSTRACT

Objectives: (1) To determine whether advertising nighttime tampon use for up to eight hours was understood to be consistent with label recommendations and (2) to determine whether television and print advertising with this message affected tampon wear times in adults and teens.

Methods: (1) A comprehension study (online advertising and follow-up questionnaire) among women aged 14-49 years (300 per group) who viewed either the test or a control advertising message; (2) Diary-based surveys of tampon wear times performed prior to (n = 292 adults, 18-49 years, 74 teens, 12-17 years) and after (n = 287 adults, 104 teens) the launch of national advertising.

Results: Significantly more test message viewers than controls stated tampons should be worn less than or equal to eight hours (93.6% vs. 88.6%, respectively, P = 0.049). A directionally higher percentage of test message viewers said they would use a pad if sleeping longer than eight hours (52% vs. 42% of controls). Among the women who used tampons longer than eight hours when sleeping, 52% reported they would wake up and change compared with 45% of controls. No significant difference between baseline and follow-up diary surveys was found among teens or adults in various measures of tampon wear time (mean wear times; usage intervals from less than two hours to more than 10 hours; percentage of tampons used for more than or equal to eight hours; frequency of wearing at least one tampon more than eight hours).

Conclusions: Advertising nighttime tampon wear for up to eight hours effectively communicated label recommendations but did not alter tampon wear times. The informational intervention had limited impact on established habits.

No MeSH data available.