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Electronic Commerce Research and Applications
Volume 5, Issue 4, Winter 2006, Pages 282-294
Web-enabled Business and Customer Value
 
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doi:10.1016/j.elerap.2006.05.002    How to Cite or Link Using DOI (Opens New Window)
Copyright © 2006 Elsevier B.V. All rights reserved.

Online advertising by the comparison challenge approach

Jae Won Leea, Corresponding Author Contact Information, E-mail The Corresponding Author and Jae Kyu Leeb, 1, E-mail The Corresponding Author

aSchool of Industrial Management, Korea University of Technology and Education, 307 Gajun-ri, Byungchun, Chonan Chungnam 330-708, Republic of Korea bSchool of Information Systems, Singapore Management University, 80 Stamford Road, Singapore 178902, Singapore

Received 1 August 2004; 
revised 27 April 2006; 
accepted 5 May 2006. 
Available online 12 June 2006.

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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
2.2.1. Comparative advertising in the non-Internet environment
2.2.2. Table comparison on the Internet
2.2.3. Impact of trust and brand
3. Framework of online comparison challenge
3.1. Model of a valuable comparison challenge
4. Illustration of a comparison challenge for PC selection
5. Comparison challenge planning model and experimental setting
5.1. Formulation for comparison value maximization
5.2. Illustrative 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






Electronic Commerce Research and Applications
Volume 5, Issue 4, Winter 2006, Pages 282-294
Web-enabled Business and Customer Value
 
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