RT Journal Article
SR Electronic
T1 Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 332
OP 345
DO 10.2501/JAR-54-3-332-345
VO 54
IS 3
A1 Jisu Huh
A1 Denise E. Delorme
A1 Leonard N. Reid
A1 Junga Kim
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/3/332.abstract
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.