Comparison of the effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) and the underlying mechanism Available to Purchase

Ida Darmawan is an independent consultant and medical writer at Bright Words LLC. She received her MA from the Hubbard School of Journalism and Mass Communication, University of Minnesota. Her work focuses on health communication and pharmaceutical advertising in various media and their effects on consumers and health-care professionals. Previously, Ida worked as a marketing professional in the pharmaceutical industry.

Hao Xu is a PhD candidate at Hubbard School of Journalism and Mass Communication, University of Minnesota. His research spans multiple areas in corporate communication and marketing communication, with an emphasis on their influences on consumer behaviors. Prior to joining academia, Hao worked as a public relations professional in the pharmaceutical industry.

Dr. Jisu Huh (PhD, University of Georgia) is a Professor and Raymond O. Mithun Endowed Chair in Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota. Dr. Huh’s research program covers a wide range of topics related to effects of advertising especially in the digital and social media contexts. Specific areas of current research include computational advertising research; consumer trust and its role in viral advertising and information diffusion; and direct-to-consumer advertising of health-care products. Dr. Huh is an Associate Editor of International Journal of Advertising and serves on the Editorial Review Board of several other journals.