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เรื่ อง เรื่ อง AdvertiAdvertising sing

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ส�รื่บั�ญส�รื่บั�ญ►PART ONE THE PLACE OF ADVERTISINGPART ONE THE PLACE OF ADVERTISING

CHAPTER 1 Background of Today’s CHAPTER 1 Background of Today’s Advertising Advertising CHAPTER 2 Roles of AdvertisingCHAPTER 2 Roles of Advertising

►PART TWO PLANNING THE PART TWO PLANNING THE ADVERTISINGADVERTISING CHAPTER 3 The Advertising Spiral and CHAPTER 3 The Advertising Spiral and Brand PlanningBrand Planning CHAPTER 4 Target Marketing CHAPTER 4 Target Marketing

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►PART THREE MANAGING THE PART THREE MANAGING THE ADVERTISING ADVERTISING

CHAPTER 5 The Advertising CHAPTER 5 The Advertising Agency,Media Sevices,and Other Agency,Media Sevices,and Other ServiceService

CHAPTER 6 The Advertiser’sMarketing / CHAPTER 6 The Advertiser’sMarketing / Advertising OperationAdvertising Operation

ส�รื่บั�ญ ส�รื่บั�ญ ((ต่�อต่�อ))► PART FOUR MEDIAPART FOUR MEDIA

CHAPTER 7 Basic Media StrategyCHAPTER 7 Basic Media StrategyCHAPTER 8 Using TelevisionCHAPTER 8 Using TelevisionCHAPTER 9 Using RadioCHAPTER 9 Using Radio CHAPTER 10 Using NewspapersCHAPTER 10 Using NewspapersCHAPTER 11 Using MagazinesCHAPTER 11 Using MagazinesCHAPTER 12 Out –of – Home AdvertisingCHAPTER 12 Out –of – Home AdvertisingCHAPTER 13 Direct – Response and Internet AdvertisingCHAPTER 13 Direct – Response and Internet AdvertisingCHAPTER 14 Sales PromotionCHAPTER 14 Sales Promotion

ส�รื่บั�ญ ส�รื่บั�ญ ((ต่�อต่�อ))►PART FIVEPART FIVE CREATING THE CREATING THE

ADVERTISINGADVERTISINGCHAPTER 15 Research in AdvertisingCHAPTER 15 Research in AdvertisingCHAPTER 16 Creating the CopyCHAPTER 16 Creating the CopyCHAPTER 17 The Total Concept : Word and CHAPTER 17 The Total Concept : Word and VisualsVisualsCHAPTER 18 Print ProductionCHAPTER 18 Print ProductionCHAPTER 19 The Television CommercialCHAPTER 19 The Television CommercialCHAPTER 20 The Radio CommercialCHAPTER 20 The Radio CommercialCHAPTER 21 Trademarks and PackagingCHAPTER 21 Trademarks and PackagingCHAPTER 22 The Complete CampaignCHAPTER 22 The Complete Campaign

►PART SIX OTHER PART SIX OTHER ENVIRONMENTS OF ENVIRONMENTS OF ADVERTISINGADVERTISING

CHAPTER 23 International CHAPTER 23 International AdvertisingAdvertising

CHAPTER 24 Economic, Social ,and CHAPTER 24 Economic, Social ,and Legal Effects of Advertising Legal Effects of Advertising

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PREFACEPREFACE

PART I PART I

CHAPTER 1

PART IPART I

((EXHIBIEXHIBIT 1.2T 1.2))

PART IPART I

EXHIBIEXHIBIT 1.4T 1.4

EXHIBIT EXHIBIT 2.82.8

PART IIPART IIEXHIBIT 3.2

EXHIBIT 3.6

PART IIIPART III

PART IIIPART III

EXHIBIT 6.3

PART IIIPART III

EXHIBIT 6.4

PART IIIPART III

EXHIBIT 6.5

PART IVPART IV

EXHIBIT 8.3

PART IVPART IV

EXHIBIT 9.1

PART IVPART IV

EXHIBIT 9.7

PART IVPART IV

PART IVPART IV

EXHIBIT 12.2

PART IVPART IV

EXHIT 12.3

PART IVPART IV

EXHIBIT 12.1

5

PART IVPART IV

EXHIBIT 13.11

PART IVPART IV

PART VPART V

EXHIBIT 16.6 EXHIBIT 16.6

PART VPART V

EXHIBIT 16.10

PART VPART V

EXHIBIT 16.12