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1 29

2

3 I 31

4 2:54 3:01 3:01 2:53 2:56 3:12 3:12 3:17 3:16 3:18 0:25 0:26 0:17 0:21 0:27 0:25 0:24 0:23 0:24 0:23 0:44 0:48 0:47 0:43 0:40 0:43 0:42 0:39 0:39 0:39 0:15 0:17 0:13 0:12 0:17 0:18 0:17 0:15 0:17 0: :05 0:02 0:07 0:19 0:29 0:29 0:35 0:36 32

5 33

6 3 34

7 35

8 + 36

9 37

10 EC CGM SNS 1 Consumer Generated Media 2 Social Networking Site 38

11 Wiki CGM 39

12 Google 40

13 Web2.0 41

14 42

15 3 Video On Demand 4 Digital Video Recorder HDD 43

16 XML RSS RSS 5 A 6 RDF Site SummaryRich Site SummaryReally Simple Syndication 7 ipod 44

17 45 RSS e CLICK! CLICK! CLICK! CLICK! XML

18 Flash ( ) 100 NEC NEC 46

19 Google Maps Ajax 9, Web 47

20 TV 48

21 49

22 CGM CRM Long Tail 50

23 Long Tail 51

24 10 IP 1 CATV p.48 IP 52

25 53

26 54

27 55

28 ROI 12 Return On Investment 56

29 ROI Media Representative 57

30 Web 58

31 E 3,000 AIDMA 59

32 AIDMA AICMAS 15 Sales Promotion 16 Customer Relationship Management p.56 AISAS A Attention I Interest S(Search)A Action S Share 60

33 SNS Web AI C MAS 61

34 62 TPO TPO WEB SEM TPO TPO WEB SEM

35 63 CRM CRM

36 64 EC EC Web (SCM) E EC EC Web (SCM) E E 18 4 Product Price Place Promotion E E

37 65

38 19 CCI CCI

39 67

40 ROI 1,799 2,405 1, , ,260 3, , ,667 2, , ,255 1,623 1,980 2,294 2, ,

41 1 20 Ford MSN IABARF Dove Nutrium Bar

42 Below the line 70

43

44 72 + / ROI E 2 Long Tail + + / ROI E 2 Long Tail + 3

45 M&A Simultaneous 1 73

46 74

47 75 +

48 76

49 EPIC

50 Web Web 2003 MBA 78

- 1 -

- 1 - - 1 - - 2 - - 3 - - 4 - - 5 - - 6 - - 7 - - 8 - - 9 - - 10 - - 11 - - 12 - - 13 - - 14 - - 15 - - 16 - - 17 - - 18 - - 19 - - 20 - - 21 - - 22 - - 23 - - 24 - - 25 - - 26 - EC NEC - 27 - NEC - 28 - R NEC

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