Galvanic skin response, 636 Game, 537 Gatefolds, 398 Gay consumers, 769 General advertising rates, 422-423 General preplanning input, 247-248 Generation Y, 13 Geographic segmentation, 46, 47 Geographic selectivity, 396 Global advertising, 668-677 advantages, 669 appropriate use of, 672-674 localization of, 674-677, 684, 688-689 problems with, 670-672 Global marketing, 669; see also Global advertising Goodwill, 571 Gopher, 487

Gross ratings points (GRPs), 318-320 Group system, ad agency, 82-83 Guaranteed circulation, 405 Guerilla marketing, 431

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