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Economics of advertising: Emerging functions of Internet advertising


  • Marcus Ling


  • Kevin Lawler
  • Norman McBain
  • Alfredo Moscardini


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

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    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.

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