Table 2.
Weighting methods for the coding tool (n = 44).
| Ad Feature | Point Allocation | Rank | General Rating | ||||
|---|---|---|---|---|---|---|---|
| Mean | Order | Mean | Inverted Order | Order | Mean | Order | |
| Price | 29.11 | 1 | 1.8 | 8.20 | 1 | 7.59 | 2 |
| Image of Food/Beverage | 20.80 | 2 | 2.09 | 7.91 | 2 | 7.84 | 1 |
| Taste Description | 11.73 | 3 | 5.07 | 4.93 | 4 | 6.16 | 4 |
| Sale/Deal/Special Offer | 9.98 | 4 | 4.48 | 5.52 | 3 | 6.75 | 3 |
| Slogan/Item Description | 8.52 | 5 | 5.36 | 4.64 | 6 | 4.84 | 6 |
| Logo/Company Name | 6.93 | 6 | 5.25 | 4.75 | 5 | 5.43 | 5 |
| Location/Directions | 4.27 | 7 | 6.89 | 3.11 | 7 | 4.39 | 7 |
| Gamification | 3.84 | 8 | 7.59 | 2.41 | 9 | 4.32 | 8 |
| Loyalty/Rewards | 3.30 | 9 | 7.16 | 2.84 | 8 | 4.84 | 6 |
| Character, Celebrity, or TV/Sports tie-in | 1.52 | 10 | 9.32 | 0.68 | 10 | 2.80 | 9 |