Table 2.
Low-Fat Milk Sales Before and After Campaigns
| Campaign Community | Strategies Used | Low-Fat Milk Sales (Percentage of Total Fluid Milk Sales)a | ||||
|---|---|---|---|---|---|---|
|
| ||||||
| Precampaign | Postcampaign | 6-Month Follow-up | 1-Year Follow-up | 2-Year Follow-upb | ||
| Clarksburg | 1. Paid advertising 2. Media relations 3. Community-based educational activities |
18 | 41 | 35 | 33 | NA |
| Wheeling | 1. Paid advertising 2. Media relations |
29 | 46 | 42 | 44 | 42 |
| Parkersburg | 1. Media relations 2. Community-based educational activities |
28 | 34 | 27 | 27 | NA |
| Beckley | 1. Paid advertising | 23 | 28 | 29 | 30 | NA |
a
Percentage of total fluid milk sales was determined in the four communities by collecting milk sales data for 1 month before the campaign (precampaign), immediately after the campaign (postcampaign), and 6 months, 1 year, and 2 years after the campaign ended.
b
NA indicates not applicable. Supermarkets were reluctant to share milk sales data. Wheeling supermarkets were the only stores willing to provided the requested data after 2 years.