Copyright © 2006 Elsevier B.V. All rights reserved.
Online advertising by the comparison challenge approach
Received 1 August 2004;
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Abstract
To enhance the effectiveness of online comparisons from a manufacturer’s point of view, we develop a framework for the comparison challenge approach. To develop the comparison challenge framework, we analyze 12 factors that determine the characteristics of comparison and propose models of valuable comparison challenges using the CompareMe and CompareThem strategies. We demonstrate the approaches with the example of PC selection. To help plan the comparison challenges, we formulate a mathematical programming model that maximizes the total value of comparison under the constraints of comparison opportunity and budgetary limitation. The model is applied to eight comparison scenarios, and its performance is contrasted with the view of balancing long-term perspective and short-term revenue increase. The performance of the comparison challenge approach is contrasted with those of random banner and similarity-based comparison approaches, and shows a substantially higher effect.
Keywords: Comparison shopping; Comparison challenge; Online advertisement; Ad planning; Electronic commerce
Article Outline
- 1. Introduction
- 2. Literature review
- 2.1. Internet advertising
- 2.1.1. Ad formats
- 2.1.2. Personalized Ad
- 2.1.3. Advertising management tools
- 2.2. Comparative advertising
- 3. Framework of online comparison challenge
- 4. Illustration of a comparison challenge for PC selection
- 5. Comparison challenge planning model and experimental setting
- 6. Performance of the comparison challenge approach
- 6.1. Performance of comparison challenges by scenario
- 6.2. Performance of comparison challenges according to different strategies
- 7. Conclusion and discussion
- References







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