Tenure & Promotion
Wednesday, March 4th, 2009Dr. Jisu Huh (Minnesota) has been awarded tenure and promoted to the rank of associate professor. Congratulations.
Jisu Huh wins American Academy of Advertising’s Research Fellowship award
Friday, March 28th, 2008Jisu Huh (Assistant Professor at the University of Minnesota) has received this year’s American Academy of Advertising’s Research Fellowship award in March, with her research proposal, “Prescription Drug Information-seeking Behaviors and DTC Advertising Effect among Asian American Consumers.”
The American Academy of Advertising Research Fellowship Competition promotes the continued scholarship of professors and advertising professionals. Awards are based on a competitive review of research proposals. Submitted proposals are blind-reviewed by at least two reviewers and an award recipient is selected by the AAA Research Committee.
The following is a summary of the research project:
Recognizing the rapid growth and economic power of Asian Americans, health marketers have aggressively targeted this market segment. A few pharmaceutical companies have implemented Asian-targeted direct-to-consumer (DTC) advertising campaigns. Yet, there is a limited understanding of the unique health care needs and information-seeking behaviors of Asian Americans, including the effects of tailored pharmaceutical marketing and DTC advertising programs.
To gain a better understanding of the Asian American market segment and help develop more effective health communication strategies specifically targeting this group, this study will investigate Asian Americans’ prescription drug information seeking, communication with physicians, and DTC advertising exposure and responses, and compare the findings with those from the non-Hispanic White population.
This research will have significant intellectual merit in that they will (1) further the development of socio-cultural models of health communication behavior; (2) substantially advance knowledge on the evaluation and use of DTC advertising relative to other prescription drug information sources; and (3) contribute to multiple research streams, including health communication and ethnic segmentation strategies in advertising.
Beyond the basic social scientific value, the research will also have practical and research implications for policy makers, health care professionals, pharmaceutical marketers, researchers, and the public. For policy makers, the findings will provide guidance for the development of policy responses to help address prescription drug information disparities by racial and ethnic minorities. For health care professionals, the project will offer new avenues and techniques for better accommodating the unique communication needs of Asian Americans. Pharmaceutical marketers will benefit by learning how to better tailor their message delivery strategies to Asian Americans for more effective and socially responsible multi-media advertising campaigns.
