2015年电大广告学期末复习重点考试小抄

广 告 :是为了某种特定的需要 ,通过定形式的媒体 ,公开广泛地向公众传递信息的宣传手段 。 广告组织 ： 是指承担广告经营活动的机构 ,主要包括专业广告组织、媒体广告部门、企业广告部门、群众性广告团体等机构。 广告组织 的作用： 是为了对广告作实行有效管理 ,以便更好地完成各项广告业务而设立的对广告活动进行计划、实施和调节的经营机构 抽样调查 ： 是一种非全面调查 ,它是从全部调查研究对象中 ,抽选一部分单位进行调查 , 并据以全部调查研究对象作出估计和推断的一种调查方法。 广告的特点 ， 广告不同于一般大众传播和宣传活动 ,主要表现在 : 1.广告是种传播工具 ,是将某一项商品的信息 ,由这项商品的生产或经营机构 (广告主 )传送给一群用户和消费者 。 2.做广告需要付费 ；。 3.广告进行的传播活动是带有说服性的 ； 4.广告是有日的、有计划 ,是连续的 ； 5.广告不仅刈广告主有利 ,而且对日标刈象也有好处 ,它可使用户和消费者得到有用的信息、 医药广告的特征 : 针对性 及时性、说理性、思想导向性 医药广告活动的基本原则 : 合法性 真实性 创新性 艺术性 科学性、思想性 广告的要素 以广告活动的 参与者 为出发点 :广告构成要素有 :广告主 ,广告公司 ,广告媒体 , 广告信息 ,广告思想和技巧 ,广告受众 ,广告费用及广告效果。 以大众 传播理论 为出发点 : 广告信启、传播过程中的广告构成要素主要包括 : 广告信源、广告信启、广告媒介、广告信宿等要素 Usp 广告策略的特点 1、每一个广告都一定要对消费者提出一个、说辞 ,给消费者一个明确的 利益。 2、此一说辞一定要使其他竟争者不能提出或未曾提出的说辞。 3、这一说辞一定能够招来更多的消费者 ,促进产品销售。 USP 策略的理论基础 ： 广告策略是市场营销策略中的一个重要细成郜分 ,发展广告策略要受 到公司营销目。 USP 策略的心理基础消费者的购买动机和行为要受到认知过 程 的影响 ： 选择性注意 、 选择性曲解 、 选择性记忆 USP 策略的优点 ： 1、 诉求明确 ,能够向消费者 :自 :接提供产品信启、和利益知觉。 2、 受众可以从广告中了解到产品的主要特征和功能 , 3、 了解产品可能提供满足自己需要的利益电荷给自己带来的好处。标和其他营销策略的影响 ,并体现出市场发展的内在要求。 UsP 策略的缺点 ： 独具的销售主张容易被模仿。在现代生产条件下 :产品同质化、类型化不断加强 ,独具的说辞一旦被模仿 ,就很难追究模仿者的责任 品牌的含义 ： 品牌是产品所 具有的特征以及广眚和受众经验在受众心中的融合。菲利晋 科特勒的定义 ,品牌是一种名称、名词、标记、符号或设计 ,或是它们的组合运用。 广告 定位的心理基础和特征 ： 定位是一种攻心战略。 定位观念 具有以下几个特征 : (l)定位为受众有限的心智提供了一种简化的信息。 (2)定位借助的是一种位序符号。 (3)定位与受众心理的保守性和可塑性。 广告 定位的竞争特征 ： (l)定位是一种心理位置上的竞争。 (2)定位承认并利用竞争品牌的位置和优势。 (三 )广告定位策略 广告定位策略包括以下几种 : l、领导者定位建立 领导地位 2、比附定位紧跟行业领导者 3、细分定位寻找市场空隙 4、重组定位重新为竞争定位 5、“高级俱乐部”策略 广告创意 (创意是广告的灵魂和生命。 ) 广义 上的创意 :创意是指广告活动中有创意性的活动 狭义 上的创意 : 创意是指广告的艺术构思 (不包括制作 )。这是一种使用较为普遍的含义。 一般意义 上的创意 :创意是指整个广告作品 ,这是将创意等同于广告的一种认识。 广告创意的含义 ： 根据广告主题 ,经过精心思考和策划 ,运用艺术于段 ,把所掌握的材料进行 创造性的细合 ,以塑造一个意象的过程 ,简而言之 ,即 广告主题意念的意象化。 意念、表象和意象 意念 :意念通常指念头和想法。在艺术创作中 ,意念是作品所要表达的思想和观点 ,是作品内容 的 核心 表象 :符合广告创作者思想的可用以表现商品和劳务特征的客观形象 ,在其未用作特定表现形式时我们称其为表象 ,是我们通过感官对客观事物的原型形象的感知和映照。 意象 :在人们头脑中形成的表象经过创作者的感受、情感体验和理解作用 ,渗透进主观情感、情绪和一定的意味 ,经过一定的联想、夸大、浓缩、扭曲和变形 ,便形成转化为意象。 广告创意的实质 ： 1.广告创意的前提 :科学的调查与分析 2.广告创 意的关键 :符合公众心理 3.广告创意的表现形式 :创新与优化 ， 4.广告创意的成果 :形成富有吸引力的美好意境 医药广告创意所要遵循的原则 ： 一、医药广告创意的独创性原则 ， 二、医药广告创意的实效性原则 医药广告创意所要达到的要求 :1,可理解性 2,相关性 广告主题策划 ( 明确了广告目标、广告对象后 ,下一步的主要问题是选择和确定广告主题、即广告的中心思想 ,它是广告主与目标受众共同的凝聚点。 ) 医药广告策划的原则 : 1 整体性决策原则 2 科学性决策原则 3前瞻 性 决策原则 4 可行性决策原则 5 调适性决策性原 则 6 创新 型 决策的原则 广告策划的特征 :智谋性 日的性 系统性 可行性 科学性 广告主题策划的基础 (一 ),建立产品价值网 l,产品的实体冈素出发 2,从产品的使用情况出发 3,从产品的价格 ,档次出发 4、从产品与其他产品的关系出发 5、从消费者对产品的关系点和期望出发 （ 二 )建立产品价值链 l.建立产品的社会价值链 2.建立产品的主观价值链 ： (l)产品给人的感觉 (2)产品的性格 (3)产品的象征。 （ 三 ） 挖掘产品潜在价值 ,创造产品新价值 1.唤醒消费需求 2.创造消费需求 3.突破消费观念 障碍 ,挖掘产品价值 4.逆向思维 ,从负价值中挖掘新价值 确定广告主题时应该注意的问题 1、 广告主题应单纯、集中和精练 ； 2、 广告主题应保持统一性和连贯性 3、 广告主题要易憧 广告媒介的选择标准 ： l、广告媒体的权威性和它的定性价值 2、受众对广告媒体的接触率 3、受众对广告媒体的接触频度 4、广告媒体的自身特性 5、广告媒体的经济性 6、广告媒体的效果 广告媒介的选择原则 1、效益性原则 2、整体性原则 3、科学性原则 广告媒介的选择过程 ： 分析传播媒介的地位与性能 ,各种媒介的功能比较 媒体 :所谓媒 体 ,是指传播信息的媒介 媒体指标分析 (一 )收视率指在定时间内 ,目标市场上收视 (听 )某一特定电视节目或广播节 目的人数 (或家庭 )占总数的比例。 (二 )开机率指在一天中的某一特定时问内 ,拥有电视机家庭中收看节目的户数占总户数的比例 (三 )节目视听众占有率指在一定时问内 ,收看某一特定节日的家庭数目占总开机家庭数日的百分比。 收视率、开机率、视听众占有率三者之间的关系 ： 收视率 =开机率 +视听众占有率 （ 四 )总收视率指在一定时期内某一特定的广告媒体所刊播的某广眚的收视率总数。 总收视率 =平均收视率 X插播次数 (五 )到达率不同的个人 (或家庭 )在特定期间内暴露于某一媒体广告排期表下的人数 ,一般以百分数表示。 媒体的形式 (一 )传统 的 幌子 ： l、以经营实物做幌 子 2、放大的商品模 型 3、运用文字 4、运用特有的图案标志 (二 )四大主导媒体 (报纸、杂志、广播、电视 ) (三 )专用或工具媒体户外广告 （四）馈赠广告媒体 (五 )电子技术广告 (六 )小众广告媒体 医药广告管理的特点 : 1 法制管理 2 广泛监管 3全程管理 4多层次监管 中国广告法 :1994 年 10 月 27 日第八届全国人民代表大会常务委员会第十次会议通过 ,本法自 1995 年 2 月 1 日起施行。 医药广告媒体分析： （ 1）电视：感知型 感情型 理智型 （ 2）报纸：广泛型 快速型 连续型 经济型 （ 3）广播（ 4）杂志 ：选择性 优质型 多样型 （ 5）网络 ：广泛 非强迫性 感官 交互 实施 医药广告管理的概述 ： （ 1） 特点 ：法制管理 广泛管理 全程管理 多层次管理 （ 2）医药广告 管理的方法 ：法律法规管理 行业自律 社会监督机制（ 3）医药广告的 作用 ：加强医药广告管理，有利于维护消费者的合法权益，有利于形成公共竞争的市场，有利于医药广告业的健康发展。 请您删除一下内容， O( _ )O 谢谢！ 2015 年中央电大期末复习考试小抄大全，电大期末考试必备小抄，电大考试必过小抄 After earning his spurs in the kitchens of The Westin, The Sheraton, Sens on the Bund, and a sprinkling of other top-notch venues, Simpson Lu fi nally got the chance to become his own boss in November 2010. Sort of. The Shanghai-born chef might not actually own California Pizza Kitchen (CPK) but he is in sole charge of both kitchen and frontof- house at this Sinan Mansionsstalwart. Its certainly a responsibility to be the head chef, and then to have to manage the rest of the restaurant as well, the 31-year-old tells Enjoy Shanghai. In hotels, for example, these jobs are strictly demarcated, so its a great opportunity to learn how a business operates across the board. It was a task that management back in sunny California evidently felt he was ready for, and a vote of confi dence from a company that, to date, has opened 250 outlets in 11 countries. And for added pressure, the Shanghai branch was also CPKs China debut. For sure it was a big step, and unlike all their other Asia operations that are franchises, they decided to manage it directly to begin with, says Simpson. Two years ago a private franchisee took over the lease, but the links to CPK headquarters are still strong, with a mainland-based brand ambassador on hand to ensure the business adheres to its ethos of creating innovative, hearth-baked pizzas, a slice of PR blurb that Simpson insists lives up to the hype. They are very innovative, he says. The problem with most fast food places is that they use the same sauce on every pizza and just change the toppings. Every one of our 16 pizza sauces is a unique recipe that has been formulated to complement the toppings perfectly. The largely local customer base evidently agrees and on Saturday and Sunday, at least, the place is teeming. The kids-eat-for-free policy at weekends is undoubtedly a big draw, as well as is the spacious second-fl oor layout overlooked by a canopy of green from Fuxing Park over the road. The company is also focusing on increasing brand recognition and in recent years has taken part in outside events such as the regular California Week. Still, the sta are honest enough to admit that business could be better； as good, in fact, as in CPKs second outlet in the popular Kerry Parkside shopping mall in Pudong. Sinan Mansions has really struggled to get the number of visitors that were envisaged when it first opened, and it hasnt been easy for any of the tenants here, adds Simpson. Were planning a third outlet in the city in 2015, and we will probably choose a shopping mall again because of the better foot traffic. The tearooms once frequented by Coco Chanel and Marcel Proust are upping sticks and coming to Shanghai, Xu Junqian visits the Parisian outpost with sweet treats. One thing the century-old Parisian tearoom Angelina has shown is that legendary fashion designer Coco Chanel not only had style and glamor but also boasted great taste in food, pastries in particular. One of the most popular tearooms in Paris, Angelina is famous for having once been frequented by celebrities such as Chanel and writer Marcel Proust. Now Angelina has packed up its French ambience, efficient service, and beautiful, comforting desserts and flown them to Shanghai. At the flagship dine-in and take-out space in Shanghai, everything mimics the original tearoom designed from the beginning of the 20th century, in Paris, the height of Belle Epoque. The paintings on the wall, for example, are exactly the same as the one that depicts the landscape of southern France, the hometown of the owner； and the small tables are intentional imitations of the ones that Coco Chanel once sat at every afternoon for hot chocolate. The famous hot chocolate, known as LAfricain, is a luxurious mixture of four types of cocoa beans imported from Africa, blended in Paris and then shipped to Shanghai. Its sinfully sweet, rich and thick as if putting a bar of melting chocolate directly on the tongue and the fresh whipped cream on the side makes a light, but equally gratifying contrast. It is also sold in glass bottles as takeaway. The signature Mont-Blanc chestnut cake consists of three parts: the pureed chestnut on top, the vanilla cream like stuffing, and the meringue as base. Get all three layers in one scoop, not only for the different textures but also various flavors of sweetness. The dessert has maintained its popularity for a century, even in a country like France, perhaps the worlds most competitive place for desserts. A much overlooked pairing, is the Paris-New York choux pastry and N226 chocolate flavored tea. The choux pastry is a mouthful of airy pecan-flavored whipped cream, while the tea, a blend of black teas from China and Ceylon, cocoa and rose petals, offers a more subtle fragrance of flowers and chocolate. Ordering these two items, featuring a muted sweetness, makes it easier for you to fit into your little black dress. Breakfast, brunch, lunch and light supper are also served at the tearoom, a hub of many cultures and takes in a mix of different styles of French cuisines, according to the management team. The semi-cooked foie gras terrine, is seductive and deceptive. Its generously served at the size and shape of a toast, while the actual brioche toast is baked into a curved slice dipped with fig chutney. The flavor, however, is honest: strong, smooth and sublime. And you dont actually need the toast for crunchiness. This is the season for high teas, with dainty cups of fine china and little pastries that appeal to both visual and physical appetites. But there is one high tea with a difference, and Pauline D. Loh finds out just exactly why it is special. Earl Grey tea and macarons are all very well for the crucial recuperative break in-between intensive bouts of holiday season shopping. And for those who prefer savory to sweet, there is still the selection of classic Chinese snacks called dim sum to satisfy and satiate. High tea is a meal to eat with eye and mouth, an in-between indulgence that should be light enough not to spoil dinner, but sufficiently robust to take the edge off the hunger that strikes hours after lunch. The afternoon tea special at Shang-Xi at the Four Seasons Hotel Pudong has just the right elements. It is a pampering meal, with touches of luxury that make the high tea session a treat in itself. Whole baby abalones are braised and then topped on a shortcrust pastry shell, a sort of Chinese version of the Western vol-au-vent, but classier. Even classier is the dim sum staple shrimp dumpling or hargow, upgraded with the addition of slivers of midnight dark truffles. This is a master touch, and chef Simon Choi, who presides unchallenged at Shang-Xi, has scored a winner again. Sweet prawns and aromatic truffles whats not to love? His masterful craftsmanship is exhibited in yet another pastry a sweet pastry that is shaped to look like a walnut, but which you can put straight into the mouth. It crumbles immediately, and the slightly sweet, nutty morsel is so easy to eat youll probably reach straight for another. My favorite is the dessert that goes by the name yangzhi ganlu, or ambrosia from the gods. The hotel calls it chilled mango cream with sago, pomelo and birds nest made with ingredients that resonate with every female soul. It does taste like ambrosia, with the sweet-sour fragrance of the mango forming the first layer of taste and sensation