Millions of Latino smokers use the Internet, but recruitment of Latino smokers to web-based cessation studies has been difficult. Research is needed to determine if web-based cessation programs work for Latinos, by what mechanisms, and at what cost. This mixed-method study developed a series of culturally tailored Internet ads that varied by message framing (gain vs loss) and tested their costs and overall effectiveness in recruiting Latino smokers to a web-based cessation intervention. Results showed that 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, and that cultural targeting and smoking-relevant images are important factors for banner ad design.
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