bi:

Trong mt chin dch truyn thng cho sn phm xe my mi ca Honda trn

th trng ni a (Vit Nam). Cng ty quyt nh s dng 2 cng c: qung co
v PR.
Hot ng qung co cng ty c s dng nhng phng tin sau:
-Bo H Ni mi(A), rA = 6 ln/tun
-Tp ch t-xe my (B), rB= 1 ln/tun
-Truyn hnh VTV3 (C) , rC = 3 ln/tun
Vi s cng chng c xc nh nh sau: (ngi)
A= 3.000.000 ; B =1.000.000 ; C =8.000.000 ; AB= 300.000 ; AC = 200.000 ;
BC = 150.000 ; BC = 100.000
Chi ph cho 3 phng tin A, B, C ln lt l: 250.000 USD, 300.000 USD,
350.000 USD.
Xc nh cc ch tiu GRP, CPM, CPP ca tng phng tin v ca c chin
dch qung co.
Bi lm:
+) Vi tng phng tin:
GRP = Phm vi trung bnh x tn s pht trung bnh
GRPA = 3.000.000 x 6 =
GRPB = 1.000.000 x 1 =
GRPC = 8.000.000 x 3 =
CPM = [Chi ph phng tin/ S pht hnh (phm vi h) ] x 1000
CPMA = (250.000/3.000.000) x 1000 =
CPMB = (300.000/1.000.000) x 1000=
CPMC = (350.000/8.000.000) x 1000=
CPP = (Chi ph phng tin/ S im nh gi chung) x 1000

CPPA =( 250.000/ GRPA x 1000=

CPPB, CPPC tng t
+) Vi c chin dch:
GRP= GRPA + GRPB + GRPC + GRPAB + GRPBC + GRPAC +GRPABC
( A = 2.600.000 ; B= 650.000 ; C= 7.750.000 ; AB= 200.000 ; AC= 100.000 ;
BC = 50.000 ; ABC = 100.000 )
( rA = rA = 6 ; rB = rB = 1 ; rC =rC = 3 ; rAB = (rA + rB)/2 = 3,5 ; rAC= (rA + rC)/2
= 4,5 ; rBC = (rB +rC)/2 = 2 ; rABC = (rA + rB + rC)/3 = 10/3 )
p dng cng thc tnh GRP nh trn tnh
CPM = CPMA + CPMB + CPMC =
CPP = CPPA + CPPB + CPPC =
Nhng ch no nh du l ch e sa li a nh.