Online advertising to reach and recruit Latino smokers to an internet cessation program: impact and costs.
Online advertising to reach and recruit Latino smokers to an internet cessation program: impact and costs.
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DOI：
10.2196/jmir.2162
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发表时间：
2012-08-27
影响因子：
7.4
通讯作者：
Vallone DM
中科院分区：
文献类型：
--
作者：
Graham AL;Fang Y;Moreno JL;Streiff SL;Villegas J;Muñoz RF;Tercyak KP;Mandelblatt JS;Vallone DM
拉丁美洲人的戒烟是美国公共卫生的优先事项，特别是考虑到该人群相对较高的增长。尽管很大比例的美国拉美裔人使用互联网，但他们并不像其他种族/民族亚群体那样容易参与基于网络的戒烟计划。缺乏针对特定文化的广告努力可能部分解释了这种差异。本研究的第一阶段重点是开发四个西班牙语在线横幅广告，以宣传免费的西班牙语戒烟网站 (es.BecomeAnEX.org)。第二阶段检查了四个横幅广告在接触和招募拉丁裔吸烟者访问戒烟网站方面的相对有效性。在第一阶段，200 名讲西班牙语的拉丁裔吸烟者完成了一项在线调查，以表明他们对融入家庭文化价值（家庭主义）或宿命论（宿命论）的西班牙语横幅广告的偏好。广告包括信息框架的变化（增益与损失）和文化定位的深度（表面与深层）。在第二阶段，拉丁方设计评估了第一阶段四个首选广告的有效性。从 2009 年 8 月到 11 月的四个月内，系统地在四个流行的拉丁裔网站（MySpace Latino、MSN Latino、MiGente 和 Yahoo! en Español）上轮换广告。跟踪软件记录了停止网站上的广告点击和注册者。负二项回归和一般线性模型检查了消息框架和文化定位深度对四种结果的主要和相互作用的影响：点击次数、点击率、注册者数量和每个注册者的成本。在第一阶段，吸烟者更喜欢四个以家庭主义为主题的广告。第二阶段，展示次数为 24,829,007 次，点击次数为 24,822 次，总体点击率为 0.10%，注册人数为 500 人（转化率为 2.77%）。广告成本总计 104,669.49 美元，每次点击总成本为 4.22 美元，每位注册者成本为 209.34 美元。网站排名预测了所有四种结果（所有 P 值 < .01）。雅虎！ en Español 的点击率 (0.167%) 和注册人数 (n = 267) 最高。信息框架和文化目标互动并不显着。与假设相反，损失框架广告的点击率高于增益框架广告（点估计 = 1.08，95% CI 1.03 1.14，P = 0.004），表面定位广告的点击率优于深度定位广告（点估计 = 1.20，95% CI 1.13 1.28，P < .001），点击率（点估计 = 1.22，95% CI 1.16 1.29，P < .001），以及注册人数（点估计 = 2.73，95% CI 2.14 3.48，P < .001）。在线广告可能是一种有效且具有成本效益的策略，可以吸引讲西班牙语的拉丁裔吸烟者并让其参与基于证据的互联网戒烟计划。文化定位和与吸烟相关的图像可能是横幅广告设计的重要因素。在线广告具有基于网络的戒烟计划实施和研究的潜力。
Tobacco cessation among Latinos is a public health priority in the United States, particularly given the relatively high growth of this population segment. Although a substantial percentage of American Latinos use the Internet, they have not engaged in Web-based cessation programs as readily as other racial/ethnic subgroups. A lack of culturally specific advertising efforts may partly explain this disparity. Phase I of this study focused on the development of four Spanish-language online banner advertisements to promote a free Spanish-language smoking cessation website (es.BecomeAnEX.org). Phase II examined the relative effectiveness of the four banner ads in reaching and recruiting Latino smokers to the cessation website. In Phase I, 200 Spanish-speaking Latino smokers completed an online survey to indicate their preference for Spanish-language banner ads that incorporated either the cultural value of family (familismo) or fatalism (fatalismo). Ads included variations on message framing (gain vs loss) and depth of cultural targeting (surface vs deep). In Phase II, a Latin square design evaluated the effectiveness of the four preferred ads from Phase I. Ads were systematically rotated across four popular Latino websites (MySpace Latino, MSN Latino, MiGente, and Yahoo! en Español) over four months from August to November 2009. Tracking software recorded ad clicks and registrants on the cessation website. Negative binomial regression and general linear modeling examined the main and interacting effects of message framing and depth of cultural targeting for four outcomes: number of clicks, click-through rate, number of registrants, and cost per registrant. In Phase I, smokers preferred the four ads featuring familismo. In Phase II, 24,829,007 impressions were placed, yielding 24,822 clicks, an overall click-through rate of 0.10%, and 500 registrants (2.77% conversion rate). Advertising costs totaled US $104,669.49, resulting in an overall cost per click of US $4.22 and cost per registrant of US $209.34. Website placement predicted all four outcomes (all P values < .01). Yahoo! en Español yielded the highest click-through rate (0.167%) and number of registrants (n = 267). The message framing and cultural targeting interaction was not significant. Contrary to hypotheses, loss-framed ads yielded a higher click-through rate than gain-framed ads (point estimate = 1.08, 95% CI 1.03 1.14, P = 0.004), and surface-targeted ads outperformed deep-targeted ads for clicks (point estimate = 1.20, 95% CI 1.13 1.28, P < .001), click-through rate (point estimate = 1.22, 95% CI 1.16 1.29, P < .001), and number of registrants (point estimate = 2.73, 95% CI 2.14 3.48, P < .001). Online advertising can be an effective and cost-efficient strategy to reach and engage Spanish-speaking Latino smokers in an evidence-based Internet cessation program. Cultural targeting and smoking-relevant images may be important factors for banner ad design. Online advertising holds potential for Web-based cessation program implementation and research.
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影响因子：
7.4
作者：
Cobb NK;Graham AL;Byron MJ;Niaura RS;Abrams DB;Workshop Participants
通讯作者：
Workshop Participants
影响因子：
4.2
作者：
Apanovitch, AM;McCarthy, D;Salovey, P
通讯作者：
Salovey, P
影响因子：
3.8
作者：
Gallagher, Kristel M.;Updegraff, John A.
通讯作者：
Updegraff, John A.
影响因子：
7.4
作者：
An LC;Schillo BA;Saul JE;Wendling AH;Klatt CM;Berg CJ;Ahulwalia JS;Kavanaugh AM;Christenson M;Luxenberg MG
通讯作者：
Luxenberg MG
影响因子：
4.7
作者：
Cobb, NK;Graham, AL;Abrams, DB
通讯作者：
Abrams, DB