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1、专业好文档广告文案与策划试卷A标准答案及评分标准一、名词解释（15分）1、广告策划：宏观（整体）和微观（单项）广告策划。（5分）2、广告创意：动态角度，创造性思维活动；静态角度，为达成广告目的，对未来广告提出创造性主意。（5分）3、BI理论： “Brand image”，即“品牌形象论”（5分）二、简答（16分）1、广告策划的心理原则及其表现。评分标准：“科学的广告术是依照心理学法则的。”消费者接受广告信息要经历：引起注意激发兴趣刺激欲望加强记忆诱发购买五个阶段。（4分）广告策划的心理原则体现在两个方面：搭配好广告的事实和心理部分；遵循人们的认识规律和程序。（4分）2、营销之父菲利普科特勒认为
2、，品牌是由五个层次的产品构成的满足消费者需求的综合体。试问：是哪五个层次？评分标准：精神产品、核心产品、有形产品、增值产品和潜在产品。（8分）三、判断题（12分）分析下列哪些广告属虚假广告，正确的在括号中填“T”，错误的填“F”，请判断：（每题2分）1、“吃了娃哈哈，吃饭就是香”娃哈哈饮品（T）2、“人头马一开，好事自然来”人头马酒类广告（T）3、“本院拥有全国各大医院的著名医疗专家上百名，能治疗各种疑难杂症”某市一小诊所（F）4、“促销活动期间购物，买100送20”。消费者在该店购买家电获得赠券再进行消费时，该店堂告示中增加了2个附加条件：一是必须购买音响设备柜台的商品；二是必须再购买满10
3、0元，赠券才能抵冲人民币20元。 （F）5、“欧美雅家用美体仪一次瘦3公分，30小时保你有迷人身材”、“只用一次，就让你的腰腹瘦2-3公分；只用一次就让你的粗腿变细12公分；只用一次，就让你的下垂的臀部上翘10-15公分” （F）6、 “茶给了时间味道 ”统一祁门红茶（T）四、案例分析（37分）报纸广告文案案例 百服咛系列第一则广告标题：她在找一个人广告正文：那天在火车上，我孩子发高烧，他爸爸又不在，我一个女人家，真急得不知怎么办才好。多亏了列车长帮我广播了一下，车上没找到医生，还好有一位女同志，给了我一瓶儿童用的百服咛，及时帮孩子退了烧，我光看着孩子乐，就忘了问那位好心女同志的名字和地址，药
4、也忘了还她，你瞧这药，中美合资的产品，没药味，跟水果似的，能退烧止痛，并且肠胃刺激又小，在我最需要的时候，百服咛保护了我的孩子。人家帮了这么大的忙，我和孩子他爸都非常感谢她，真希望能再见到她，给她道个谢！第二则广告标题：找到她了！广告正文:王霞，听说你在找我，其实给你一瓶药，帮你的孩子退烧，只是一件小事。那天在火车上，我一听到广播里说你孩子发高烧又找不到医生，正好包里有一瓶医生给我孩子退烧的药-儿童用的百服咛，可以退烧止痛，肠胃刺激小，而且又有水果口味，孩子也乐意吃，所以就来给你救急了。那瓶药你就留着用吧，我家里还有，我孩子也常发高烧，家里总备几瓶，在最需要的时候，百服咛可以保护我的孩子，都是
5、做妈妈的，你的心情我很了解。希望你以后带孩子出门，别忘了带施贵宝生产的儿童用百服咛！问题：1、试用你独到的观点审视此案例，并分析这则广告的亮点。（15分）切中要点，言简意赅。（8分）观点新颖独到。（7分）2、如果让你策划一则治疗胃病的药物广告，你该如何进行设想？（请写出你的创意思路、广告标题与广告正文）（22分）评分标准：结构完整，思路清晰。（12分）创意构思巧妙，切合主题。（10分）五、广告文案写作：（20分）请为某液晶显示器的产品上市撰写广告文案。广告发布时间：二零零九年元旦广告发布媒介：XX晨报广告版广告版面：半版要求：1、提出两种不同的设想，画出设计草图（文字和图片如何排）；2、有广告
6、标题、广告正文、广告口号；3、字数不限。评分标准：结构完整，思路清晰。（10分）创意构思巧妙，切合主题。（5分）图文结合，形象生动。（5分） 出卷人：陈 鸣 2008年12月29日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 recovering from a k
7、nee 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, closely f
8、ollowed 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 player to win th
9、e 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 taskforce, is in Lo
10、ndon 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 first to find
11、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 were surpris
12、ed 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. Starting at the
13、 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 than the tip
14、 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 drift to the
15、 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 cruised through
16、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 then.They
17、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 is as thoug
18、h 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.
