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
University of Minnesota
Denise E. Delorme
University of Central Florida
Leonard N. Reid
University of Georgia
Junga Kim
University of North Florida
Management slant
- The perception of the utility of direct-to-consumer advertising (DTCA) media by different consumer sub-populations—along with their time spent using the media types—should be included in DTCA budgeting and media planning decisions.
- High television DTCA exposure likely would lead to higher informational use of television DTC advertisements, particularly among heavier viewers.
- Pharmaceutical marketers...