Economics of advertising – Joy Ezamegbe, BBA

Abstract:

This research thesis is about the economics of Advertising which is a broad topic comprising of many aspects of the economic characteristics of advertising. Due to the many options through which this research topic can be address, the researcher therefore focused on address the topic focusing on the role of Internet, that is, new media in the economics of advertising. The researcher used the economic theory of demand (the motives for advertising) and supply (the role of new media) as the theoretical framework for explaining the economic aspect of the concept of advertising to limit the research to a specific area. To investigate the topic the researcher applied the research data collection strategy of triangulation that allows the incorporation of both primary and secondary research data for a single study. This adopted research strategy was complimented by applying a research design of pragmatic parallel mixed design which enabled the researcher to collect the two types of data independently. This was done through the use of survey questionnaires to collect the primary research data. While the secondary research data was collected through the reviewing of large number of relevant literatures. The collected research data were analysed using the pragmatic parallel mixed analytical method. This research data analysis technique follow three basic steps. Firstly, the primary research data were analysed using descriptive statistical analysis. Secondly, the secondary research data were analysed using content text analysis. Finally, the findings from the two research data analyses in the first two steps are then combined to arrive at the research conclusions. The research concludes that in a globalized business world, advertising demand will continue to increase to enable businesses/individuals persuade, inform and complement their products/services. The existence of this demand, means new media will continue to develop new ways to supply the consumers demanded. By providing means of attracting the attention of consumers. Improving consumers targeting tools either openly or through stealth. The ability of supply to meet demands will ensure the economics of advertising. …víceméně