Author(s): Nattapol Phumsiri, Nopporn Bua-In, Thanin Silpcharu
Advertising is important for business by presenting a product or service to the public. Recently, the advertising budget of consumer products has increased while the growth rate of the business has declined significantly. This research aims to develop the guidelines on effective online advertising in the industrial business. This research applied both quantitative and qualitative research methods. The quantitative data were obtained from the survey of 500 managers who responsible for advertising in FMCG (Fast-Moving Consumer Goods) business. The data were analyzed by descriptive statistics, reference statistics, and multiple statistics. On the other hand, the model on Guidelines on Effective Online Advertising in Industrial Business Sector approved by 7 experts by using focus group analysis techniques in qualitative research. The results found that the guidelines for effective online advertising are comprising of 4 aspects. The most important guideline in each aspect was as follows: Creating and content including use the logo as a profile picture for increasing recognition, Channel including select media channel that can be accessed easily in order to reach as much target customer, Information including analyze consumer motivation for advertising creation, and Technology including provide sufficient technology equipment, respectively. The hypothesis testing found that there are no significant difference in the guidelines on effective online advertising for the different types of consumer products. The analysis of the structural equation model showed that it was in accordance with the empirical data and over the evaluation criteria. The Chi-square probability level, relative Chi-square, goodness of fit index and root mean square error of approximation were .077, 1.208, 0.971 and .020 respectively. The statistical significance of this study was set at .05.