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1、专业好文档1. 广告创意的特征是：（1）主题构想_ （2）表现构想新颖 （3）广告形象构想确切 （4）情感效应构想自然C. 单纯2.广告创意策略主要由四个方面组成：（1）目标_ （2）产品概念（3）广告讯息（4）传播媒介 B. 消费者3. 戏剧性是李奥贝纳的广告创意观念。他认为任何商品都有戏剧化的一面, 即都有所谓“与生俱来的戏剧性”, 也就是商品恰好能满足人们某些欲望的特性, 具有 “能够使人们发生兴趣的_” 。A. 魔力4.奥美认为, 品牌就是 “消费者与_之间的关系” 。 D. 产品5. 定位的基本原则就是洞悉消费者内心的想法 , 而不是去_新奇的东西。简单地说, 就是要发现消费者的需要
2、并满足消费者的需要。B. 塑造1.一项调查显示，男人阅读汽车广告比阅读妇女服装广告高出4倍，大约是阅读化妆品广告、保险广告、建筑材料广告的2倍；妇女阅读的广告类别最多的是电影和女性服装，比阅读旅游广告和男性服装广告多出1倍，比阅读蒸馏酒的广告、机械广告多3倍。这表明了信息的（ ）性对人们的注意力产生了作用。 D. 趣味2.海尔森的适应水平理论认为，人们对刺激作判断时会有一个参照点，该参照点受到如下因素的制约，它们是（ ） A. 注意集中的焦点刺激B. 背景刺激C. 有机体的内部活动3.人们在训练宠物做各种动作时，发出一个声音号令后，如果宠物做出了某个动作，就会给它吃食物，久而久之，“某个动作”
3、与“食物”之间产生了关联。只要发出完全相同的声音号令，宠物就会做相应的动作，这种现象属于（ ）。 A. 经典条件反射4.在地铁隧道里一排不断变换画面的墙体广告，它们是将电视画面的不同镜头拆散后按顺序排列，当地铁快速行进时会感觉到那些画面十分连贯并具有影像广告般的动态效果，之所以会让人产生这种感觉，这是（ ）在发挥作用的结果。 B. 知觉的整体性5.决定知觉选择性的机制有（ ） A. 知觉的超负荷B. 选择的感受性D. 知觉防御6.根据信息加工的动机理论，信息加工的行为倾向行取决于三个因素，它们是（ ） A. 需要C. 期待D. 消息的价值7.电视广告的以及效果一般来说会比平面广告的记忆效果好，
4、这是因为（ ） B. 电视广告有图像、声音等多个纬度，利于记忆8.以下各种策略中，属于认知策略中的组织策略的是（ ） A. 系列广告B. 悬念广告C. 组块D. 类比9.消费者运用自己以往的经验，在众多相似的商品中选择自己认为最合适的，这种现象可以用（ ）来解释。 A. 认知学习理论10.名牌商品必须符合以下哪些条件？（ ） A. 商品的物化指标达到优质水准B. 商品符合消费者的价值观11.在以下各项中，属于认知策略中的视觉策略的有（ ） B. 对比策略C. 镶嵌策略D. 转换策略12.以下四种理论，属于学习理论的有（ ） A. 认知学习理论B. 行为理论C. 联想学习理论D. 条件联系学说1
5、3.克服误导性广告的对策有（ ） A. 健全有关法规，加强执法力度，避免误导性广告出现B. 大众自己努力学习法律法规知识，提高识别虚假广告的方法C. 在视听各类广告信息时，须作进一步的信息加工，避免错误14.不同文化背景的人对于富有自己民族文化的画面更敏感，这从主题自身因素对知觉的影响来看，属于（ ）因素对知觉产生了影响。 A. 经验因素15.根据联想率理论，我们可以推断“火光”与“温暖”属于（ ） A. 因果率1.在广告设计中，与以下哪些元素可能与一定的情感体验发生联系？（ ） A. 广告中的颜色B. 广告语C. 插图D. 电视广告中的广告歌曲2.企业实态，又称为（ ）。 A. 企业体3.需
6、要层次理论是由美国心理学家（ ）提出来的。 C. 马斯洛4.在以下各项中，属于企业实态范畴的是（ ） A. 企业的经济实力B. 经营者的待人处事C. 企业的价值取向D. 企业的产品质量5.企业竞争力的三要素包括（ ） B. 形象力C. 商品力D. 销售力6.我们在广告中要不断变换广告主题以适应不断变化的需要，从需要的时间特征来看，这是因为（ ） A. 需要具有时代性B. 需要具有季节性C. 优势需要与非优势需要会互相转化7.在广告中突出强调自己的商品所具有的特性及优越性，通常是提出事实或进行特性比较。通过展示商品所固有的特性、用途和使用方法等，提供关于商品的事实性信息而使消费者形成一定的品牌态
7、度，这种广告策略被称为（ ） A. 理性诉求策略C. 硬销售8.以下哪些理论可以用来解释名人广告效应？（ ） B. 态度改变的协调理论D. 意义迁移模型9.CIS与CS的区别在于（ ） B. CIS指的是企业识别系统，而CS指的是“顾客满意”D. CIS的主体是企业，而CS的主体是公众10.美感的特点有（ ） B. 客观性C. 社会性D. 阶级性11.在以下几个要素中，哪些属于形象力的表现？（ ） A. 知名度C. 好感度D. 信赖度12.在以下各项中，哪些属于企业体范畴？（ ） A. 企业的生产规模B. 企业的教育培训C. 企业的管理水平D. 企业的职业道德13.对于受众来说，影响名人广告效
8、果的内部条件有（ ） B. 名人使用该商品的信任度14.企业形象的产生必须满足哪几个条件？（ ） B. 要有企业实态D. 要有公众的大脑15.根据需要的对象，需要可以分为（ ） B. 物质需要与精神需要Winger Tuivasa-Sheck, who scored two tries in the Kiwis 20-18 semi-final win over England, has been passed fit after a lower-leg injury, while Slater has been named at full-back but is still recoveri
9、ng from a knee injury aggravated against USA.Both sides boast 100% records heading into the encounter but Australia have not conceded a try since Josh Charnleys effort in their first pool match against England on the opening day.Aussie winger Jarryd Hayne is the competitions top try scorer with nine
10、, closely followed by Tuivasa-Sheck with eight.But it is recently named Rugby League International Federation player of the year Sonny Bill Williams who has attracted the most interest in the tournament so far.The Kiwi - with a tournament high 17 offloads - has the chance of becoming the first playe
11、r to win the World Cup in both rugby league and rugby union after triumphing with the All Blacks in 2011.Id give every award back in a heartbeat just to get across the line this weekend, said Williams.The (lack of) air up there Watch mCayman Islands-based Webb, the head of Fifas anti-racism taskforc
12、e, is in London for the Football Associations 150th anniversary celebrations and will attend Citys Premier League match at Chelsea on Sunday.I am going to be at the match tomorrow and I have asked to meet Yaya Toure, he told BBC Sport.For me its about how he felt and I would like to speak to him fir
13、st to find out what his experience was.Uefa hasopened disciplinary proceedings against CSKAfor the racist behaviour of their fans duringCitys 2-1 win.Michel Platini, president of European footballs governing body, has also ordered an immediate investigation into the referees actions.CSKA said they w
14、ere surprised and disappointed by Toures complaint. In a statement the Russian side added: We found no racist insults from fans of CSKA. Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunda.The weather plays an important role in this mission. Star
15、ting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher t
16、han the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.The balloon will slowly d
17、rift to the edge of space at 120,000 feet ( Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.They blew it in 2008 when they got caught cold in the final and they will not make the same mistake against the Kiwis in Manchester.Five years ago they cruis
18、ed through to the final and so far history has repeated itself here - the last try they conceded was scored by Englands Josh Charnley in the opening game of the tournament.That could be classed as a weakness, a team under-cooked - but I have been impressed by the Kangaroos focus in their games since
19、 then.They have been concentrating on the sort of stuff that wins you tough, even contests - strong defence, especially on their own goal-line, completing sets and a good kick-chase. Theyve been great at all the unglamorous stuff that often goes unnoticed in the stands but not by your team-mates.It
20、is as though their entire tournament has been preparation for the final.In Johnathan Thurston, Cooper Cronk, Cameron Smith and either Billy Slater or Greg Inglis at full-back they have a spine that is unmatched in rugby league. They have played in so many high-pressure games - a priceless asset going into Saturday.The Kiwis are a lot less experienced but winning a dramatic match like their semi-final against England will do wonders for their confidence.They defeated Australia in the Four Nations final in 2010 and the last World Cup, and know they can rise to the big occasion.
