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Online Advertising By The Comparison Challenge Approach, Jae Wong Lee, Jae Kyu Lee
Online Advertising By The Comparison Challenge Approach, Jae Wong Lee, Jae Kyu Lee
Research Collection School Of Computing and Information Systems
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 …