Skip to main content

Table 2 Average predicted probabilities (95 % confidence intervals) of strong ad responses

From: Finding the keys to successful adult-targeted advertisements on obesity prevention: an experimental audience testing study

  Message acceptance Argument strength Personalised perceived effectiveness Negative emotional impact
  % (95 % CI) % (95 % CI) % (95 % CI) % (95 % CI)
Become a swapper 70 (65-74) 54 (50-59) 40 (36-45) 5 (3-7)
Toxic fat 83 a (80-86) 76 a (72-79) 51 a (47-55) 27 a (23-31)
Take life on 73 (70-77) 57 (53-61) 40 (36-44) 4^ (3-6)
Measure up 78 (74-82) 69 (64-73) 50 (46-55) 17 (13-21)
Piece of string 78 (74-81) 69 (65-72) 45 (41-49) 12 (10-15)
Full monty 74 (70-77) 56 (52-60) 27 (24-31) 10 (8-13)
Correctly identified 65^ (61-69) 36^ (32-40) 29 (25-33) 6 (4-8)
Why am I fat 69 (65-72) 53 (49-57) 23^ (20-27) 14 (11-17)
  1. Footnote: Percentages are adjusted for gender, age group, education level, parental status, weight status, previous exposure to the ad, all other ads and individual-level clustering. For each outcome (column) the ad that produced a strong response among the highest proportion of participants is indicated by a and bold; the ad that produced a strong response among the lowest proportion of participants is indicated by ^ and italic. Bold figures highlight those ads that were rated comparably to the strongest performing ad for each outcome (non-significant difference, P ≥ 0.05). Italic figures highlight those ads that were rated comparably to the weakest performing ad for each outcome (non-significant difference, P ≥ 0.05)