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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)