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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)*
  1. Ads advertisements
  2. *: P < 0.05