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2、ThehenboastswhatshehasdoneWeforgetthegentlecodfishThehenweeulogizeWhichteachesusthislessonThatitpaystoadvertiseMainmediatypesTelevisionRadioNewspapersMagazinesCinemaOutdoorSource:Hollensen,Globalmarketing,4e,2008.ThemajorinternationaladvertisingdecisionsObjectivessett
3、ingBudgetdecisionsMessagedecisionsMediadecisionsAgencyselectionAdvertisingevaluationSource:Hollensen,Globalmarketing,4e,2008.IdentifytargetaudienceMediadecisionsReachFrequencyGrossratingpoints(GRPs)MediamixMomentumSource:Hollensen,Globalmarketing,4e,2008.Advertisingef
4、fectspyramidWhatisthis?Thistermreferstothetotalportionofthetargetmarketexposedtoatleastoneadinagiventimeperiod?ReachSource:Hollensen,Globalmarketing,4e,2008.Whatisthis?Whattermreferstotheaveragenumberoftimeswithinagiventimeframethateachpotentialcustomerisexposedtothes
5、amead?FrequencySource:Hollensen,Globalmarketing,4e,2008.GRPandTRPGRP(GrossRatingPoints):totalnumberofadexposures;ameasurethatcombinesreachofmediawithaveragenumberofexposures(frequency)ofindividualtothecertaintypeofmediainthecertaintimeperiod.Itexpressesthesumofallprog
6、ramviewingsinthemediaplan.TRP(TargetGrossRatingPoints):numberofpeopleinprimarytargetgroup,whomthemessageshouldreach;andhowmanytimesonaverage(frequency).Standardizationvs.adaptationCulture,languageLiteracylevel,verbal/nonverballanguage,etc.Symbols,colors,numbers,etc.Na
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8、ardizedproductsallovertheworldStandardizedpromotionallovertheworldApple:ReasonsforstandardizationPromotionTargetgroup:educat
