ABSTRACT
This chapter analyses and evaluates the results of research into firms' online advertising strategies in terms of identifying the reasons for information asymmetry and the temptation to engage in moral hazard. The deliberations in this chapter attempt to identify firms' marketing communication strategies and objectives, the values and principles that influence advertising, and the characteristics of the basic components of online advertising: the form, organization, and content of the message. Before proceeding to a detailed analysis and evaluation of the research results, it describes the sample of firms we studied. In addition to objectives, values, and principles, the intensity of intra-sector competition is a further important determinant of the advertising strategies deployed by firms. The research question was designed to determine how far firms accept ‘the legitimacy of strict state regulation of the advertising market, including precise legislation on Internet advertising and protecting buyers from advertisers' moral hazard strategies and manipulation.'.
