TY - JOUR
T1 - Do Korean-Americans view drug advertisements differently than non-hispanic White Americans? perceptions of direct-to-consumer media
T2 - How useful is the information they convey?
AU - Huh, Jisu
AU - Delorme, Denise E.
AU - Reid, Leonard N.
AU - Kim, Junga
PY - 2014/1/1
Y1 - 2014/1/1
N2 - The Korean-American market segment is distinct, economically powerful, and under-examined. 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.
AB - The Korean-American market segment is distinct, economically powerful, and under-examined. 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.
UR - http://www.scopus.com/inward/record.url?scp=84907163856&partnerID=8YFLogxK
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U2 - 10.2501/JAR-54-3-332-345
DO - 10.2501/JAR-54-3-332-345
M3 - Article
AN - SCOPUS:84907163856
SN - 0021-8499
VL - 54
SP - 332
EP - 345
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 3
ER -