BACKGROUND Limitations in current Australian regulatory provisions may be identified by demonstrating the effect of different marketing methods on children's recognition and attitudes toward unhealthy food brands. OBJECTIVE To investigate how exposure to different marketing techniques from television (TV) and online food advertising affects children's brand recall, recognition, and attitudinal responses toward brands and brand consumers and children's desire to eat the advertised products. DESIGN Secondary analysis of data from a crossover experimental-control study. PARTICIPANTS/SETTING In all, 154 children (7 to 12 years) completed the study, conducted at four 6-day holiday camps from April 2016 to January 2017 in New South Wales, Australia. Children were assigned to a single-media (n=76) or multiple-media (n=78) condition. INTERVENTION All children viewed 10 TV food advertisements in a cartoon on three occasions. For one of the brands, one set of children additionally played online "advergames" featuring the brand. MAIN OUTCOME MEASURES Children's recognition and attitudes toward brands and brand consumers and children's desire to eat the product were reported via a brand recognition and attitude survey pre- and postintervention. Marketing techniques were categorized. STATISTICAL ANALYSIS Pre- and postintervention brand recognition and relationships between brand recognition and attitudes by media condition and desire to eat the product were examined using generalized linear mixed models and linear mixed models. RESULTS There was a significant increase in the number of brands recognized postexposure by children in both media groups (mean difference=3.8, P<0.0001). The majority of brands appealed to children. Children who reported wanting to eat the advertised products rated brands more positively than children who did not express a desire to eat the products. A larger proportion of children who played the advergames (36%) rated brand consumers as "cool" than children who viewed the TV advertisements only (19%) (P<0.001). Anti-adult themes, fun and humor, and parent pleasing were techniques unique to some of the most recognized and favored advertisements. CONCLUSIONS The marketing communications increased children's brand recognition and elicited positive attitudinal responses. These findings indicate a need for policy makers to consider additional regulations to protect children from the persuasive influence of unhealthy food advertising.

中文翻译：

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记得我？在电视广告和在线广告游戏中接触不熟悉的食品品牌会提高儿童的品牌认知度、态度和吃食物的欲望：来自组级随机化交叉实验对照研究的二次分析

背景 通过展示不同营销方法对儿童对不健康食品品牌的认知和态度的影响，可以确定当前澳大利亚监管规定的局限性。目的 调查接触来自电视 (TV) 和在线食品广告的不同营销技术如何影响儿童的品牌回忆、认知和对品牌和品牌消费者的态度反应以及儿童对吃广告产品的渴望。设计 对交叉实验-对照研究的数据进行二次分析。参与者/环境 总共有 154 名儿童（7 至 12 岁）完成了这项研究，该研究于 2016 年 4 月至 2017 年 1 月在澳大利亚新南威尔士州的四个为期 6 天的假期营地进行。儿童被分配到单媒体 (n=76) 或多媒体 (n=78) 条件。干预 所有儿童在 3 个场合观看了 10 个卡通电视食品广告。对于其中一个品牌，一组儿童还玩了以该品牌为特色的在线“广告游戏”。主要观察指标通过干预前后的品牌认知和态度调查报告儿童对品牌和品牌消费者的认知和态度以及儿童对产品的渴望。营销技巧被分类。统计分析 使用广义线性混合模型和线性混合模型检查干预前和干预后的品牌认知度以及品牌认知度与媒体条件和对产品的食用欲望之间的关系。结果 两个媒体组的儿童在暴露后识别的品牌数量显着增加（平均差异=3.8，P<0.0001）。大多数品牌都对儿童有吸引力。报告说想吃广告产品的儿童比不表达想吃这些产品的儿童更积极地评价品牌。与仅观看电视广告的儿童（19%）相比，玩广告游戏的儿童（36%）认为品牌消费者“酷”的比例更高（P<0.001）。反成人主题、乐趣和幽默以及取悦父母是一些最受认可和最受欢迎的广告所独有的技巧。结论 营销传播提高了儿童的品牌认知度并引发了积极的态度反应。