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Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans?

Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey?

Jisu Huh, Denise E. Delorme, Leonard N. Reid, Junga Kim
DOI: 10.2501/JAR-54-3-332-345 Published 1 September 2014
Jisu Huh
University of Minnesota,
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  • For correspondence: jhuh@umn.edu
Denise E. Delorme
University of Central Florida,
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  • For correspondence: denise.delorme@ucf.edu
Leonard N. Reid
University of Georgia,
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  • For correspondence: lnreid@uga.edu
Junga Kim
University of North Florida,
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  • For correspondence: jkim@unf.edu
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ABSTRACT

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.

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Vol 54 Issue 3

Journal of Advertising Research: 54 (3)
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Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans?
Jisu Huh, Denise E. Delorme, Leonard N. Reid, Junga Kim
Journal of Advertising Research Sep 2014, 54 (3) 332-345; DOI: 10.2501/JAR-54-3-332-345

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Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans?
Jisu Huh, Denise E. Delorme, Leonard N. Reid, Junga Kim
Journal of Advertising Research Sep 2014, 54 (3) 332-345; DOI: 10.2501/JAR-54-3-332-345
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