IDEAS home Printed from https://ideas.repec.org/a/kap/netnom/v1y1999i2p127-136.html
   My bibliography  Save this article

Economics of advertising: Emerging functions of Internet advertising

Author

Listed:
  • Marcus Ling

    ()

  • Kevin Lawler
  • Norman McBain
  • Alfredo Moscardini

Abstract

This paper intends to highlight the emerging force of the Internet as an advertising medium. The economic functions of Internet advertising are examined. Moreover, the paper aims to evaluate the relative impacts on optimal advertising models. Our discussion also includes analysis of associated price-cost margins with respect to optimal advertising budgets and strategic reactions. All in all, this paper should provide entrepreneurs with more crucial knowledge of advertising strategies offered by the new medium. Moreover, it will equip scientists and technologists with more insights into the economic aspects and strategic values of Internet advertising. Copyright Kluwer Academic Publishers 1999

Suggested Citation

  • Marcus Ling & Kevin Lawler & Norman McBain & Alfredo Moscardini, 1999. "Economics of advertising: Emerging functions of Internet advertising," Netnomics, Springer, vol. 1(2), pages 127-136, October.
  • Handle: RePEc:kap:netnom:v:1:y:1999:i:2:p:127-136
    DOI: 10.1023/A:1019153822303
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1023/A:1019153822303
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bilal AFSAR & Jawaria Andleeb QURESHI & Asim REHMAN & Rehmat Ullah BANGASH, 2011. "Consumer Panacea Over Internet Usage In Pakistan," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 43-52, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:netnom:v:1:y:1999:i:2:p:127-136. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla) or (Rebekah McClure). General contact details of provider: http://www.springer.com .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.