Table 4 Characteristics of persuasive marketing techniques
From: The extent and nature of television food advertising to children in Xi’an, China
Food ads | Non-core food ads | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Promotional characters | Premium offers | Promotional characters | Premium offers | |||||||||||||
N | n (%) | OR (95 % CI) | Adjusted OR (95 % CI) | N | n (%) | OR (95 % CI) | Adjusted OR (95 % CI) | N | n (%) | OR (95 % CI) | Adjusted OR (95 % CI) | N | n (%) | OR (95 % CI) | Adjusted OR (95 % CI) | |
Dates | ||||||||||||||||
Weekdays | 572 | 208 (36.4) | 1.00 (−−) | 1.00 (−−) | 572 | 64 (11.2) | 1.00 (−−) | 1.00 (−−) | 208 | 79 (38.0) | 1.00 (−−) | 1.00 (−−) | 64 | 26 (40.6) | 1.00 (−−) | 1.00 (−−) |
Weekends | 837 | 334 (39.9) | 1.16 (0.93,1.45) | 0.93 (0.62,1.40) | 837 | 90 (10.8) | 0.96 (0.68,1.34) | 0.82 (0.51,1.31) | 334 | 201 (60.2) | 2.47 (1.73,3.52)* | 1.38 (0.52,3.66) | 90 | 65 (72.2) | 3.80 (1.93,7.50)* | 3.31 (1.49, 7.37)* |
Times | ||||||||||||||||
Peak time | 305 | 126 (41.3) | 1.00 (−−) | 1.00 (−−) | 305 | 34 (11.2) | 1.00 (−−) | 1.00 (−−) | 126 | 57 (45.2) | 1.00 (−−) | 1.00 (−−) | 34 | 13 (38.2) | 1.00 (−−) | 1.00 (−−) |
Non-peak time | 1104 | 416 (37.7) | 0.86 (0.66,1.11) | 0.81 (0.60,1.10) | 1104 | 120 (10.9) | 0.97 (0.65,1.46) | 1.08 (0.67,1.73) | 416 | 223 (53.6) | 1.40 (0.94,2.09) | 1.14 (0.68, 1.92) | 120 | 78 (65.0) | 3.00 (1.37,6.59)* | 5.73 (1.98, 16.59)* |
Morning | 457 | 197 (42.2) | 1.00 (−−) | 1.00 (−−) | 457 | 54 (11.6) | 1.00 (−−) | 1.00 (−−) | 197 | 106 (53.8) | 1.00 (−−) | 1.00 (−−) | 54 | 26 (48.2) | 1.00 (−−) | 1.00 (−−) |
Afternoon | 528 | 172 (32.6) | 0.66 (0.51, 0.86)* | 0.65 (0.50, 0.85)* | 528 | 49 (9.3) | 0.78 (0.52, 1.18) | 0.75 (0.49, 1.14) | 172 | 94 (54.7) | 1.04 (0.69, 1.56) | 0.94 (0.59, 1.49) | 49 | 38 (77.6) | 3.72 (1.58, 8.77)* | 7.56 (2.52, 22.67)* |
Evening | 414 | 173 (41.8) | 0.98 (0.75,1.29) | 0.95 (0.70,1.31) | 414 | 51 (12.3) | 1.08 (0.72,1.62) | 1.05 (0.65,1.70) | 173 | 80 (46.2) | 0.74 (0.49,1.11) | 1.11 (0.65, 1.88) | 51 | 27 (52.9) | 1.21 (0.56, 2.61) | 3.88 (1.33, 11.28)* |
Channels | ||||||||||||||||
Central TV channels | 1053 | 392 (37.2) | 1.00 (−−) | 1.00 (−−) | 1053 | 132 (12.5) | 1.00 (−−) | 1.00 (−−) | 392 | 209 (53.3) | 1.00 (−−) | 1.00 (−−) | 132 | 82 (16.7) | 1.00 (−−) | -- |
Local TV channels | 356 | 150 (42.1) | 1.23 (0.96,1.57) | 0.75 (0.46,1.22) | 356 | 22 (6.2) | 0.46 (0.29,0.73)* | 0.59 (0.29,1.20) | 150 | 71 (47.3) | 0.79 (0.54,1.15) | 0.51 (0.18,1.47) | 22 | 9 (40.9) | 0.42 (0.17,1.06) | -- |
Children’s channels | 478 | 124 (25.9) | 1.00 (−−) | 1.00 (−−) | 478 | 85 (17.8) | 1.00 (−−) | 1.00 (−−) | 124 | 20 (16.1) | 1.00 (−−) | 1.00 (−−) | 85 | 35 (41.2) | 1.00 (−−) | 1.00 (−−) |
Non-children’s channels | 931 | 418 (44.9) | 2.33 (1.83,2.96)* | 2.64 (1.91,3.66)* | 931 | 69 (7.4) | 0.37 (0.26,0.52)* | 0.45 (0.29,0.71)* | 418 | 260 (62.2) | 8.56 (5.10,14.4)* | 11.00 (5.53,21.85)* | 69 | 56 (81.2) | 6.15 (2.93,12.92)* | 6.66 (2.79, 15.85)* |