PT  - JOURNAL ARTICLE
AU  - Huh, Jisu
AU  - Delorme, Denise E.
AU  - Reid, Leonard N.
AU  - Kim, Junga
TI  - Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans?
AID  - 10.2501/JAR-54-3-332-345
DP  - 2014 Sep 01
TA  - Journal of Advertising Research
PG  - 332--345
VI  - 54
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/54/3/332.short
4100  - http://www.journalofadvertisingresearch.com/content/54/3/332.full
SO  - J Advert Res2014 Sep 01; 54
AB  - 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.