Article

Internet advertising strategy by comparison challenge approach

Authors:

Jae Won LeeAuthors Info & Claims

ICEC '03: Proceedings of the 5th international conference on Electronic commerce

Pages 450 - 457

https://doi.org/10.1145/948005.948063

Published: 30 September 2003 Publication History

Abstract

A comparison challenge approach is proposed as a form of challenger-activated, just-in-time advertising. To develop a framework for a comparison challenge, we propose a theory of comparison. Based on this theory, the CompareMe and CompareThem strategies are devised, and comparable objects are classified in terms of price and performance dominance as well as the scope of proximity. The idea is demonstrated with a comparison of PCs from five leading manufacturers. To assist in the planning of the comparison challenge, a mathematical programming model was formulated to maximize the value of comparison under the constraints of the comparison opportunity and budget. The model is applied to eight scenarios in terms of the range of comparing objects. We found the ad effect of comparison challenge to be substantially better than banners (4.75 times) and similarity-based comparisons (2.77 times), providing customers with better performance and reduced prices.

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Cited By

Ladwa SGrønli TGhinea G(2018)Towards Encouraging a Healthier Lifestyle and Increased Physical Activity – An App Incorporating Persuasive Design PrinciplesHuman-Computer Interaction. Interaction in Context10.1007/978-3-319-91244-8_13(158-172)Online publication date: 15-Jul-2018
https://dl.acm.org/doi/10.1007/978-3-319-91244-8_13
Lee JLee J(2006)Online advertising by the comparison challenge approachElectronic Commerce Research and Applications10.1016/j.elerap.2006.05.0025:4(282-294)Online publication date: Dec-2006
https://doi.org/10.1016/j.elerap.2006.05.002

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Published In

cover image ACM Other conferences

ICEC '03: Proceedings of the 5th international conference on Electronic commerce

September 2003

528 pages

ISBN:1581137885

DOI:10.1145/948005

General Chair:
Norman Sadeh
Carnegie Mellon University
,
Program Chairs:
Mary Jo Dively
Esq. Carnegie Mellon University
,
Robert Kauffman
University of Minnesota
,
Yannis Labrou
Fujitsu Laboratories
,
Onn Shehory
IBM Research Labs, Israel
,
Rahul Telang
Carnegie Mellon University
,
Lorrie Cranor
AT&T

Copyright © 2003 ACM.

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 30 September 2003

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Cited By

Ladwa SGrønli TGhinea G(2018)Towards Encouraging a Healthier Lifestyle and Increased Physical Activity – An App Incorporating Persuasive Design PrinciplesHuman-Computer Interaction. Interaction in Context10.1007/978-3-319-91244-8_13(158-172)Online publication date: 15-Jul-2018
https://dl.acm.org/doi/10.1007/978-3-319-91244-8_13
Lee JLee J(2006)Online advertising by the comparison challenge approachElectronic Commerce Research and Applications10.1016/j.elerap.2006.05.0025:4(282-294)Online publication date: Dec-2006
https://doi.org/10.1016/j.elerap.2006.05.002

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