Milk is a white liquid produced by the mammary glands of mammals.

It is the primary source of nutrition for young mammals before they are able to digest other types of food. Early-lactation milk contains colostrum, which carries the mother's antibodies to the baby and can reduce the risk of manydiseases in the baby. It also contains many other nutrients. As an agricultural product, milk is extracted from mammals and used as food for humans. Worldwide, dairy farms produced about 730 million tonnes of milk in 2011. India is the world's largest producer and consumer of milk, yet neither exports nor imports milk. New Zealand, the European Union's 27 member states, Australia, and the United States are the world's largest exporters of milk and milk products. China and Russia are the world's largest importers of milk and milk products. Throughout the world, there are more than 6 billion consumers of milk and milk products. Over 750 million people live within dairy farming households. Milk is a key contributor to improving nutrition and food security particularly in developing countries. Improvements in livestock and dairy technology offer significant promise in reducing poverty and malnutrition in the world. In many cultures of the world, especially the Western world, humans continue to consume milk beyond infancy, using the milk of other animals (especially cattle, goats and sheep) as a food product and also formula milk. Formula milk is a substitute for breast milk for feeding infants. The three major classes of infant formulas are: 1. Milk-based formulas prepared from cow milk with added vegetable oils, vitamins, minerals, and iron. These formulas are suitable for most healthy full-term infants. 2. Soy-based formulas made from soy protein with added vegetable oils (for fat calories) and corn syrup and/or sucrose (for carbohydrate). These formulas are suitable for infants who cannot tolerate the lactose in most milk-based formulas or who are allergic to the whole protein in cow milk and milk-based formulas. 3. Special formulas for low birth weight (LBW) infants, low sodium formulas for infants that need to restrict salt intake, and "predigested" protein formulas for infants who cannot tolerate or are allergic to the whole proteins (casein and whey) in cow milk and milk-based formulas. One effort in optimizing growth and development child is feeding formula. Some common reasons for choosing formula-feeding and not breast milk-feeding include the following: An inadequate supply of maternal breast milk. Inefficient sucking by the baby. Inability to quantitate the precise amount of breast-milk received by the baby. Concern about transferring drugs the mother may be taking for a medical problem through the breast milk to the infant. (Examples of medications that are considered unsafe for the baby include cimetidine,cyclophosphamide, lithium, gold salts, methotrexate, metronidazole, cyclosporine, and bromocriptine.) Mother needs to work outside of the home shortly after the baby's delivery. Formula-feeding offers a practical alternative to trying to be in two places at once! (Formula-fed babies also need to eat less frequently than do breastfed babies because breast milk digests and leaves the stomach more quickly. Thus, breastfed babies become hungry more frequently.) A side benefit of bottle feeding is that the entire family can immediately become intimately involved in all aspects of the baby's care, including feedings. The mother can therefore get more rest, which can be critically important, especially if the pregnancy and/or delivery were especially difficult. There is a need and great expectations from parents on growth and development children through consumption of milk is a business prospect potential for the industry. As a result, industry Milk is one of the major industrial in countries which have a number of population of children is high, such as in Indonesia. The growth of the dairy industry in Indonesia each year experience increased by 20% (Anonymous 2003). It can be seen from the diversity of the brand, price and attributes offered by dairy products, particular formula. Competition in the dairy industry can also be seen as more advertising formula that circulated in the media, especially television. Circulating in the media advertising aimed at influencing consumers.

Competition between brand and awareness to create a good perception of consumers trying to make manufacturers more creative in creating ads that can attract the attention of consumers. Not entirely true ads give information to consumers. The results Moniharapon (1998) analysis of the advertising and labeling claims on food products showed that 9.8% of food advertising is advertising milk and processed products. Some advertising claims formula is considered excessive due to make an impression in the minds of consumers that the growth and development of children who either can be achieved only by consuming the milk. Though milk is not a major factor (the only one) in supporting the development of the child. Public perception of the nutritional claims of the samples was measured by beliefs nutritional claims in infant formula ads. whereas distrust of the nutritional claims in infant formula ads portray negative responses to advertising / claims. One of the concepts of consumer is a consumer economic man or did decision rationally. Considering the price is one of the economic action. Taste factors also play an important role in choosing an infant formula advertisement for your child's favorite flavor combinations and a variety of consumption. There is a real connection between perception and attitude towards the brand with long use of the brand. Means the better the perception and attitudes towards nutritional claims the longer the use of infant formula brands used. Positive perceptions and attitudes towards nutritional claims may be associated with descriptive beliefs (because the use of the product). The confidence arises because consumers have benefited from the product formula. This belief is thought to be an experience that encourages consumers to buy re-brand infant formula that is used to add to the old use of the brand. in the end, the brand must have been the main consideration in addition to the price and nutritional content because they show the influence of advertising. thus, the decision to choose a brand of milk formula entirely in the hands of consumers. Still and all, for infant or baby, i recommend that breastfeeding as the best. Breastfeeding helps defend against infections, prevent allergies, and protect against a number of chronic conditions. Energy and nutrient requirements in infancy are defined as dietary reference values based on figures calculated from intakes of breast-fed babies which include factors that account for the dierence in bioavailability of some nutrients fromformulamilks. Alternatives to human milk are formulas based on cows milk. Although these are modified to resemble human milk they cannot reproduce fully the nutrient and non-nutrient components of humanmilk. The AAP says babies should be breastfed exclusively for the first 6 months. Beyond that, the AAP encourages breastfeeding until at least 12 months, and longer if both the mother and baby are willing. For many women, the decision to breastfeed or formula feed is based on their comfort level, lifestyle, and specific medical considerations that they might have. For mothers who are unable to breastfeed or who decide not to, infant formula is the alternative. Some women feel guilty if they don't breastfeed. You'll still bond with your baby just fine. After all, whether with breast milk or formula, feeding is an important time of connection between mother and baby.