TY - JOUR T1 - Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans? JF - Journal of Advertising Research JO - J Advert Res SP - 332 LP - 345 DO - 10.2501/JAR-54-3-332-345 VL - 54 IS - 3 AU - Jisu Huh AU - Denise E. Delorme AU - Leonard N. Reid AU - Junga Kim Y1 - 2014/09/01 UR - http://www.journalofadvertisingresearch.com/content/54/3/332.abstract N2 - The Korean-American market segment is distinct, economically powerful, and underexamined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans. Results indicate that drug-brand Web sites were most useful for this segment, followed by television. Banner, pop-up, and e-mail advertisements were least useful. Korean-Americans perceived newspapers, television, and the Internet significantly more useful DTCA media than Non-Hispanic Whites. ER -