1. นำเสนอ หนังสือ เรื่อง Advertisi ng Procedur e Procedur e

2. สารบัญ

3. สารบัญ ► PART ONE THE PLACE OF ADVERTISING CHAPTER 1 Background of Today’s Advertising CHAPTER 2 Roles of Advertising ► PART TWO PLANNING THE ADVERTISING CHAPTER 3 The Advertising Spiral and Brand Planning CHAPTER 3 The Advertising Spiral and Brand Planning CHAPTER 4 Target Marketing CHAPTER 4 Target Marketing

4. สารบัญ ( ต่อ ) ► PART THREE MANAGING THE ADVERTISING CHAPTER 5 The Advertising Agency,Media Sevices,and Other Service CHAPTER 6 The Advertiser’sMarketing / Advertising Operation

5. สารบัญ ( ต่อ ) ► PART FOUR MEDIA CHAPTER 7 Basic Media Strategy CHAPTER 8 Using Television CHAPTER 9 Using Radio CHAPTER 10 Using Newspapers CHAPTER 10 Using Newspapers CHAPTER 11 Using Magazines CHAPTER 12 Out –of – Home Advertising CHAPTER 13 Direct – Response and Internet Advertising CHAPTER 14 Sales Promotion

6. สารบัญ ( ต่อ ) ► PART FIVE CREATING THE ADVERTISING CHAPTER 15 Research in Advertising CHAPTER 16 Creating the Copy CHAPTER 17 The Total Concept : Word and Visuals CHAPTER 18 Print Production CHAPTER 19 The Television Commercial CHAPTER 20 The Radio Commercial CHAPTER 21 Trademarks and Packaging CHAPTER 22 The Complete Campaign

7. ► PART SIX OTHER ENVIRONMENTS OF ADVERTISING CHAPTER 23 International Advertising CHAPTER 24 Economic, Social,and Legal Effects of Advertising สารบัญ ( ต่อ )

8. PREFACE

9. PART I CHAPTER 1

10. PART I (EXHIBI T 1.2)

11. PART I EXHIBI T 1.4 EXHIBIT 2.8

12. PART II EXHIBIT 3.2 EXHIBIT 3.6

13. PART III

14. EXHIBI T 6.3

15. PART III EXHIBI T 6.4

16. PART III EXHIBI T 6.5

17. PART IV EXHIBI T 8.3

18. PART IV EXHIBI T 9.1

19. PART IV EXHIBI T 9.7

20. PART IV

21. EXHIBI T 12.2

22. PART IV EXHIT 12.3

23. PART IV EXHI BIT 12.15

25. PART IV EXHIBIT 13.11

26. PART IV

27. PART V EXHIBIT 16.6

28. PART V EXHIBIT 16.10

29. PART V EXHIBIT 16.12