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

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)332-345
Number of pages14
JournalJournal of Advertising Research
Volume54
Issue number3
DOIs
StatePublished - 2014

Bibliographical note

Publisher Copyright:
© Advertising Research Foundation 2014.

Cite this