最新2016年中央开放教育电大中外广告史形考作业04任务试题及答案参考小抄.doc

中央电大形考作业中外广告史 (抽取第六套试卷)试卷总分：100 测试时间：-一、单项选择题（共20道试题，共20分。）1.19世纪，世界广告的中心是（b ） a. 英国 b. 美国 c. 中国 d. 德国2.早期广告教育正规化的主要推动者是成立于1905年的（b ），它是美国广告协会的前身。a. 广告代理商协会 b. 美国联合广告俱乐部c. 广告主协会 d. 广告审查委员会满分：1分3.国际上比较流行的广告代理制度有商品细分广告代理制度与媒介细分广告代理制度，其中，前一种以（a ）为代表。a. 美国 b. 法国 c. 英国 d. 日本满分：1分4.世界上最早的报纸广告出现在（a ）。a. 英国 b. 美国 c. 中国 d. 德国满分：1分5.1920年，世界上第一家正式注册的广播电台以报道总统竞选开始了正式的电台商业广告营业，这家电台是（a ）的kdka广播电台。a. 中国 b. 美国 c. 英国 d. 德国满分：1分6.美国第一份刊登广告的报纸是（b ）。a. 宾夕法尼亚日报 b. 波士顿新闻通讯c. 民众杂志 d. 华盛顿邮报满分：1分7.1841年，（c ）在美国费城开办了第一家广告公司。a. 富兰克林 b. 路威尔 c. 帕尔默 d. 艾尔满分：1分8.日本最早的杂志是1876年创刊的（c ）。a. 世界 b. 科学 c. 西洋杂志 d. 读书满分：1分9.日本广告代理业的开始的标志是（b ）a. 1871年，横滨每日新闻的创刊b. 1880年，“空气堂组”的开业c. 江藤直纯创办弘报堂d. 汤泽精司创办广告社满分：1分10.以下哪个奖项属于广告创作人员的专奖？（b ）a. 广告片凯撒奖 b. 艺术指导俱乐部奖c. 商校大奖 d. 戛纳国际广告节满分：1分11.1729年，被称为美国广告业之父的（c ）创办了宾夕法尼亚日报。a. 帕尔默 b. 路威尔 c. 富兰克林 d. 艾尔满分：1分12.广告片凯撒奖的举办国是（c ）。a. 日本 b. 英国 c. 法国 d. 美国满分：1分13.1911年著名的普令泰因克广告法草案被认为是（b）最早的广告法案。a. 英国 b. 美国 c. 法国 d. 德国满分：1分14.世界上第一个开办卫星直播电视的国家是（c ）a. 美国 b. 英国 c. 日本 d. 中国满分：1分15.日本最早的日刊报纸创刊于（b ）。a. 1869年 b. 1871年 c. 1872年 d. 1868年满分：1分16.以下哪个奖项的评委完全由巴黎市区和郊区的消费者组成？（c ） a. 广告片凯撒奖 b. 艺术指导俱乐部奖c. 商校大奖 d. 戛纳国际广告节满分：1分17.在印刷术应用的初期，世界广告兴起的中心是在（ ）。a. 英国 b. 美国 c. 中国 d. 德国满分：1分18.美国最重要的行业自我管理机构是（c ）。它除了对本行业的广告进行监督管理外，还对国家的广告活动提出意见，对政府指定的法律法规做出反应。 a. 广告代理商协会 b. 广告主协会 c. 广告联合会 d. 全国广播家协会满分：1分19.在英国，管理报刊广告的官方机构是（b ）。a. 英国广告人联合会 b. 英国广告标准局c. 英国广告商协会 d. 报纸出版者协会满分：1分20.日本最大的广播、电视机构是(d )。a. 日本电视网广播公司 b. 日本放送协会 c. 完善电视台 d. 日本广播协会满分：1分二、多项选择题（共10道试题，共20分。）1.20世纪60年代开始，前苏联全国的广告工作的领导单位是（cd ）a. 全苏工商部b. 苏联广告协会c. 全苏贸易部d. “部际广告协会”满分：2分2.在国际广告管理中，关系到人们健康的商品，如（abcd ）的广告、商标或标签受到最多的限制或禁止。a. 食品b. 化妆品c. 饮料d. 药品满分：2分3.美国的三大广播电视网是（bcd ）a. 美国广播电视公司b. 美国广播公司c. 全国广播公司d. 哥伦比亚广播公司满分：2分4.电视、广播广告审查机构rfp的组成单位包括（abcd ）a. 政府b. 电视台c. 消费者协会d. 广告公司满分：2分5.进入21世纪以后，广告宣传的特点主要表现在（abcd ）。a. 广告宣传突出了社会责任感b. 广告宣传突出人生、人格的价值c. “软性广告”更能满足消费者的需要d. 广告的个性化更为突出满分：2分6.广告国际化在组织上的发展，带来了广告业的一些变化趋势，如（abc ）。a. 广告语言的全球一体化b. “一对一”广告代理制的衰落c. 对广告经营管理人才的需求d. 对设计绘画人才的需求满分：2分7.1841年，伏尔尼帕尔默在美国费城开办了第一家广告公司。该广告公司在创办之初主要承担的工作是（bd ）a. 帮助客户进行广告设计b. 为客户购买报纸广告版面c. 帮助客户进行市场调研d. 为客户购买广告文字满分：2分8.公元1450年以前，外国广告的主要形式有（acd ）a. 叫卖广告b. 文字广告c. 印刷广告d. 商标字号广告满分：2分9.在美国的国际性杂志中，以新闻为主要特色的杂志包括（bc ）。a. 国家地理b. 时代c. 新闻周刊d. 读者文摘满分：2分10.下列广告形式中，在公元前6世纪罗马奴隶制共和国就已经出现的是（acd ）。a. 招牌广告b. 新闻信c. 音响广告d. 壁报广告满分：2分三、名词解释（共3道试题，共12分。）1.“新闻信”“新闻信”出现于十三四世纪左右的欧洲，是印刷广告之外最早的报纸雏形，其内容主要是报道市场行情和商品信息。2. 媒介细分广告代理制度媒介细分代理制度以日本为代表，通常数家广告代理商对某一相同客户提供服务是以媒介细分来分担。3. 商品细分广告代理制度商品细分广告代理制度以美国为代表，指对于同一种竞争性的商品只接受一个客户，同时对客户所委托的商品全权负责。不仅只提供广告制作与宣传，还要参与商品规划与计划、流通、促销、市场调查等全盘性的广告服务，这就是“商品细分广告代理”制度，又称为“一商品一客户”的广告代理制度。四、简答题（共3道试题，共30分。）1.高科技的发展将为广告业带来哪些巨大变化？1.高科技促进了现代信息通讯技术的发展，从而使广告媒介技术进入了空前繁荣的发展时期。2.由于电脑技术的运用，广告业的调查手段和组织管理将更加现代化，范围将更加广泛，效率也将大幅度提高。3.电脑设计以其先进的技术手段在广告领域大显身手。4.高科技的运用，不仅开拓和发展了新的媒介技术，而且对原有的媒介技术进行了大幅度的改进，使其发生了质的飞跃。2.简述在外国广告演变史上，早期叫卖广告产生的背景以及有哪些形式？1早在古希腊、古罗马时期，一些沿海城市的商业比较发达，广告已有叫卖、陈列、音响、文图、诗歌和商店招牌等多种。2在古希腊城里，人们吆喝出有节奏的声音，贩售奴隶、牲畜及手工艺品、日用品等，是最古老的叫卖广告。古罗马的大街上充满了叫卖的商贩。3有的商人们把叫卖的内容编成歌曲、小调，并配以发出音响的工具，组成了一曲叫卖的交响乐。他们运用悦耳的嗓音去吸引消费者注意。在古代雅典，曾流行类似四行诗形式的广告。例如：“为了两眸晶莹，为了两颊绯红；/为了人老珠不黄，也为了合理的价钱，每一个在行的女人都会购买埃斯克里普托制造的化妆品。”4古希腊雅典城内，有一种管理城区街道生活的半官方人物，经常在大街上叫喊，口头告示民众关于货物上市的行情。3.日本的广告管理主要由哪些部分构成？日本的广告管理主要是由自律和他律构成，自律与他律相互制约平衡，形成了一个完整的广告管理体系：1他律。主要指国家法律法规行政管理。日本有各种有关的法律、条例、规约、标准等都对广告活动做了明确的规定，形成了一个庞大的广告法制网络。日本政府管理广告主要是通过法律来规范广告行为、调节广告活动所产生的各种社会关系。2广告行业自律。在国家的法律和行政管理之外，广告行业自律起到了十分重要的作用，这是日本广告业管理和规范的一个重要的特点。广告主、广告公司、媒介三者齐心协力，对内严格管理，对外努力提升行业的整体形象，成为保障这一行业良性发展的一个重要因素。五、论述题（共1道试题，共18分。）1.为什么说商品细分代理制度是较有效、合理的做法？商品细分代理制度的最大优点是使得广告客户、广告代理商与媒介三者共存共荣：1广告代理商，必然不能同时接受两家相互竞争的商品客户。因此，商品的秘密得以保守。2广告代理商在进行广告市场行销策略制定时，会与广告客户站在同一立场。3如果广告代理商的服务不能令客户满意，广告客户可解除契约，寻找新的广告代理商。4广告代理商为了不被解除契约，一定会全力为广告产品开展各项广告促销活动，提高工作效益。5广告代理商与广告客户的关系依契约而存在。从而在广告代理商之间，因相互竞争而提高广告服务品质。6广告代理商所拥有的客户，相互之间都不冲突，就可借用彼比的经验。广告代理商对客户全过程的一致性服务，可以将最好的创意提供给唯一的商品客户。7广告代理商因自己负责的商品销售增加，而获得更多的利益；同时，广告客户也因其服务良好而扩大其商品代理的范围。由此可以看出，商品细分广告代理制度是较为有效、合理与合乎国际惯例的作法。广告代理商在这种潮流下也逐渐向商品细分制度靠扰。请您删除一下内容，o(_)o谢谢！2016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basketball can make a true claim to being the only major sport that is an american invention. from high school to the professional level, basketball attracts a large following for live games as well as television coverage of events like the national collegiate athletic association (ncaa) annual tournament and the national basketball association (nba) and womens national basketball association (wnba) playoffs. and it has also made american heroes out of its player and coach legends like michael jordan, larry bird, earvin magic johnson, sheryl swoopes, and other great players. at the heart of the game is the playing space and the equipment. the space is a rectangular, indoor court. the principal pieces of equipment are the two elevated baskets, one at each end (in the long direction) of the court, and the basketball itself. the ball is spherical in shape and is inflated. basket-balls range in size from 28.5-30 in (72-76 cm) in circumference, and in weight from 18-22 oz (510-624 g). for players below the high school level, a smaller ball is used, but the ball in mens games measures 29.5-30 in (75-76 cm) in circumference, and a womens ball is 28.5-29 in (72-74 cm) in circumference. the covering of the ball is leather, rubber, composition, or synthetic, although leather covers only are dictated by rules for college play, unless the teams agree otherwise. orange is the regulation color. at all levels of play, the home team provides the ball. inflation of the ball is based on the height of the balls bounce. inside the covering or casing, a rubber bladder holds air. the ball must be inflated to a pressure sufficient to make it rebound to a height (measured to the top of the ball) of 49-54 in (1.2-1.4 m) when it is dropped on a solid wooden floor from a starting height of 6 ft (1.80 m) measured from the bottom of the ball. the factory must test the balls, and the air pressure that makes the ball legal in keeping with the bounce test is stamped on the ball. during the intensity of high school and college tourneys and the professional playoffs, this inflated sphere commands considerable attention. basketball is one of few sports with a known date of birth. on december 1, 1891, in springfield, massachusetts, james naismith hung two half-bushel peach baskets at the opposite ends of a gymnasium and out-lined 13 rules based on five principles to his students at the international training school of the young mens christian association (ymca), which later became springfield college. naismith (1861-1939) was a physical education teacher who was seeking a team sport with limited physical contact but a lot of running, jumping, shooting, and the hand-eye coordination required in handling a ball. the peach baskets he hung as goals gave the sport the name of basketball. his students were excited about the game, and christmas vacation gave them the chance to tell their friends and people at their local ymcas about the game. the association leaders wrote to naismith asking for copies of the rules, and they were published in the triangle, the school newspaper, on january 15,1892. naismiths five basic principles center on the ball, which was described as large, light, and handled with the hands. players could not move the ball by running alone, and none of the players was restricted against handling the ball. the playing area was also open to all players, but there was to be no physical contact between players; the ball was the objective. to score, the ball had to be shot through a horizontal, elevated goal. the team with the most points at the end of an allotted time period wins. early in the history of basketball, the local ymcas provided the gymnasiums, and membership in the organization grew rapidly. the size of the local gym dictated the number of players; smaller gyms used five players on a side, and the larger gyms allowed seven to nine. the team size became generally established as five in 1895, and, in 1897, this was made formal in the rules. the ymca lost interest in supporting the game because 10-20 basketball players monopolized a gymnasium previously used by many more in a variety of activities. ymca membership dropped, and basketball enthusiasts played in local halls. this led to the building of basketball gymnasiums at schools and colleges and also to the formation of professional leagues. although basketball was born in the united states, five of naismiths original players were canadians, and the game spread to canada immediately. it was played in france by 1893; england in 1894; australia, china, and india between 1895 and 1900; and japan in 1900. from 1891 through 1893, a soccer ball was used to play basketball. the first basketball was manufactured in 1894. it was 32 in (81 cm) in circumference, or about 4 in (10 cm) larger than a soccer ball. the dedicated basketball was made of laced leather and weighed less than 20 oz (567 g). the first molded ball that eliminated the need for laces was introduced in 1948; its construction and size of 30 in (76 cm) were ruled official in 1949. the rule-setters came from several groups early in the 1900s. colleges and universities established their rules committees in 1905, the ymca and the amateur athletic union (aau) created a set of rules jointly, state militia groups abided by a shared set of rules, and there were two professional sets of rules. a joint rules committee for colleges, the aau, and the ymca was created in 1915, and, under the name the national basketball committee (nbc) made rules for amateur play until 1979. in that year, the national federation of state high school associations began governing the sport at the high school level, and the ncaa rules committee assumed rule-making responsibilities for junior colleges, colleges, and the armed forces, with a similar committee holding jurisdiction over womens basketball. until world war ii, basketball became increasingly popular in the united states especially at the high school and college levels. after world war ii, its popularity grew around the world. in the 1980s, interest in the game truly exploded because of television exposure. broadcast of the ncaa championship games began in 1963, and, by the 1980s, cable television was carrying regular season college games and even high school championships in some states. players like bill russell, wilt chamberlain, and lew alcindor (kareem abdul-jabbar) became nationally famous at the college level and carried their fans along in their professional basketball careers. the womens game changed radically in 1971 when separate rules for women were modified to more closely resemble the mens game. television interest followed the women as well with broadcast of ncaa championship tourneys beginning in the early 1980s and the formation of the wnba in 1997. internationally, italy has probably become the leading basketball nation outside of the united states, with national, corporate, and professional teams. the olympics boosts basketball internationally and has also spurred the womens game by recognizing it as an olympic event in 1976. again, television coverage of the olympics has been exceptionally important in drawing attention to international teams. the first professional mens basketball league in the united states was the national basketball league (nbl), which debuted in 1898. players were paid on a per-game basis, and this league and others were hurt by the poor quality of games and the ever-changing players on a team. after the great depression, a new nbl was organized in 1937, and the basketball association of america was organized in 1946. the two leagues came to agree that players had to be assigned to teams on a contract basis and that high standards had to govern the game; under these premises, the two joined to form the national basketball association (nba) in 1949. a rival american basketball association (aba) was inaugurated in 1967 and challenged the nba for college talent and market share for almost ten years. in 1976, this league disbanded, but four of its teams remained as nba teams. unification came just in time for major television support. several womens professional leagues were attempted and failed, including the womens professional basketball league (wbl) and the womens world basketball association, before the wnba debuted in 1997 with the support of the nba. james naismith, originally from al-monte, ontario, invented basketball at the international ymca training school in springfield, massachusetts, in 1891. the game was first played with peach baskets (hence the name) and a soccer ball and was intended to provide indoor exercise for football players. as a result, it was originally a rough sport. although ten of naismiths original thirteen rules remain, the game soon changed considerably, and the founder had little to do with its evolution. the first intercollegiate game was played in minnesota in 1895, with nine players to a side and a final score of nine to three. a year later, the first five-man teams played at the university of chicago. baskets were now constructed of twine nets but it was not until 1906 that the bottom of the nets were open. in 1897, the dribble was first used, field goals became two points, foul shots one point, and the first professional game was played. a year later, the first professional league was started, in the east, while in 1900, the first intercollegiate league began. in 1910, in order to limit rough play, it was agreed that four fouls would disqualify players, and glass backboards were used for the first time. nonetheless, many rules still differed, depending upon where the games were played and whether professionals, collegians, or ymca players were involved. college basketball was played from texas to wisconsin and throughout the east through the 1920s, but most teams played only in their own regions, which prevented a national game or audience from developing. professional basketball was played almost exclusively in the east before the 1920s, except when a team would barnstorm into the midwest to play local teams, often after a league had folded. before the 1930s very few games, either professional or amateur, were played in facilities suitable for basketball or with a perfectly round ball. some were played in arenas with chicken wire separating the players from fans, thus the word cagers, others with posts in the middle of the floor and often with balconies overhanging the corners, limiting the areas from which shots could be taken. until the late 1930s, all players used the two-hand set shot, and scores remained low. basketball in the 1920s and 1930s became both more organized and more popular, although it still lagged far behind both baseball and college football. in the pros, five urban, ethnic teams excelled and played with almost no college graduates. they were the new york original celtics; the cleveland rosenblums, owned by max rosenblum; eddie gottliebs philadelphia sphas (south philadelphia hebrew association); and two great black teams, the new york renaissance five and abe sapersteins harlem globetrotters, which was actually from chicago. while these teams had some notable players, no superstars, such as babe ruth, jack dempsey, or red grange, emerged to capture the publics attention as they did in other sports of the period. the same was true in college basketball up until the late 1930s, with coaches dominating the game and its development. walter doc meanwell at wisconsin, forrest phog allen at kansas, ward piggy lambert at purdue, and henry doc carlson at pittsburgh all made significant contributions to the games development: zone defenses, the weave, the passing game, and the fast break. in the decade preceding world war ii, five events changed college basketball and allowed it to become a major spectator sport. in 1929, the rules committee reversed a decision that would have outlawed dribbling and slowed the game considerably. five years later, promoter edward ned irish staged the first intersectional twin bill in madison square garden in new york city and attracted more than 16,000 fans. he demonstrated the appeal of major college ball and made new york its center. in december 1936, hank luisetti of stanford revealed the virtues of the one-handed shot to an amazed garden audience and became the first major collegiate star. soon thereafter, luisetti scored an incredible fifty points against duquesne, thus ending the easts devotion to the set shot and encouraging a more open game. in consecutive years the center jump was eliminated after free throws and then after field goals, thus speeding up the game and allowing for more scoring. in 1938, irish created the national invitation tournament (nit) in the garden to determine a national champion. although postseason tournaments had occurred before, the nit was the first with major colleges from different regions and proved to be a great financial success. the national collegiate athletic association (ncaa) created its own postseason tournament in 1939 but did not rival the nit in prestige for some time.