2015年电大广告经营管理期末重点复习资料考试小抄

电大广告经营管理期末重点复习资料考试小抄 一 . 单项选择题 1. 19 世纪初，由本杰明 戴所发动的“便士报”运动是 报刊大众化 的标志性事件。 P4 2. 1869 年，弗兰西斯 艾耶又在费城开办了一家 N.M.艾耶父子广告公司，明确按纯版面成本收取代理费，并向客户提供文案、设计，甚至还包括市场调查等一系列服务，成为第一家按当今广告公司运作方式进行运作的广告代理公司 。 P5 3. 广告的市场环境分为 一般环境 和 特殊环境 。一般环境包括政治 法律环境 、 经济环境 、 科技环境、社会文化环境 等。特殊环境包括广告活动展开的 特定地域环境 与 特定产 业环境 。 P8 4. 我们将 广告主、广告公司、广告媒体、广告受众 称为 广告市场 的四大主体。 5. 从广告公司在广告市场运作中所处的地位来看，广告公司是广告活动不可或缺的关键环节。 广告主 是广告活动的 源泉 和 发动者 。 广告公司 是广告活动不可或缺的 关键环节 。 广告客户 是广告 信息的发布者 ， 广告受众是信息的 接收者 ， 广告媒体 是广告信息的 传播载体 。 这三者的活动都必须由广告公司的广告活动连接起来。 6在广告活动中， 受众 是广告信息 传播的目标 ，是广告活动的 终点 ，是广告活动成败的 衡量标准 。 7. 以 15%为标准的代理佣金在美国正式成立 ，标志着 广告代理制度 的正式确立。 P66 8. 佣金制 广告代理中 最早形成 和 确立 的一种收费方式。 P68 9. 广告代理制 的实质是一种 市场运作机制 ，而不是一种行政管理体制。必须受市场经济基本原则，即 成本原则 、 利己 利他原则 （双赢原则）、 自我利益原则 和 完全信息原则 的制约。 P69 10. 广告市场调查 的内容： 消费者 调查、 基本市场情况 调查、 产品或服务 调查、 竞争者 调查。 P92 11. 定量分析 和 定性分析 是调查研究中通常所使用的两种基本分析方法。 12. 确立广告目标 是整体广告运作策划过程中的关键性步骤，它指示着广告运 作的具体目标和方向，它决定着广告策划如何发展。 广告目标的确立，一般是以心理上的效果为标准，即以 知名、了解、偏好 等作为测定广告效果的指标。 13. 广告目标 可分为 广告营销 目标和 广告传播 目标。 14. 在大众传媒中， 报纸、杂志 诞生最早，也 最早与广告结成同盟 。 15. 不同的企业有不同的广告管理与组织形式，但是不管采取什么样的广告管理模式与组织类型，都必须遵循和贯彻三项基本原则，即 功能定位原则、层级责任原则 和 统放结合原则 。 二名词解释 1. 广告市场 ：广告作为一种特殊商品的交换关系的总和。这里，我们将广告活动看作 是一种商品交换活动、一种市场行为和市场过程，注重其交换活动、市场行为和市场过程中的交换关系、经济关系和经济利益关系。 2. 广告道德： 就是为了调节广告主、广告经营者、广告发布者和消费者在广告活动中的社会关系而形成的一种广告行为准则，它是广告主、广告经营者和广告发布者在广告活动中所表现出来的职业道德规范的总和，这也是广告主、广告经营者和广告发布者等广告从业者自身素质的一种反映。 3. 广告代理： 是指广告经营者（代理方）在广告被代理方（广告客户）授予的代理权限内，以广告被代理人的名义所开展的广告活动。 4. 实费制： 就是不采取一 定比率来支付代理佣金的形式，而是采取按实际的成本支出与实际的劳务支出来支付整个广告代理费用的方式。 5. 4A 广告公司： 是指美国广告代理公司协会即 4A（ American Associasion of Advertising Agencies ）会员或 4A 协会在欧洲共同体或中国香港的分会的会员。 6. 定量分析： 是以数学和统计的方法为主，通过大量抽样，对抽样结果进行精确的数理统计，以统计数据为依据对问题做出客观的判断，所以这种方法又称为数理统计法或客观判断法。 7. 定性分析： 以经验分析为主，用较少的抽样结合分析者的实际经验和 知识，对所调查的问题做出带有一定主观成分的判断。 8. 达格玛观念： “达格玛”，即英文 dagmar 的中文音译，是 defining advertising goals for measured advertising results 的缩写，翻译成中文就是为衡量广告效果而确定广告目标。这是 1961 年由美国广告主协会赞助发表的一份重要广告文件，主要是针对广告作业之科学化问题提出了系统的规划建议。 9. AE 制： AE 为英文 account executive 的缩写，中文的意思为客户执行。 AE 制即广告公司指派特定的客户负责人为 客户提供服务的一种制度。 10. 广告计划： 是指企业关于未来广告活动的规划，是为了实现总体战略目标和具体广告目标而采取的广告活动的策略和安排，是整个广告运动纲领性的指导文件。它一般应包括战略性广告计划和战术性广告计划两种。 11. 竞争对手广告费对抗法： 是在决定各种产品、各种商标广告预算时的一种现实的经验方法，即在确定广告费用预算时以竞争对手为参考依据，与之持平或更超前。 三 简答题 1. 广告产业的特征 P7 广告活动是一种特殊的信息传播活动 广告产业具有系统化、科学化、高效化的特点 广告产业属于知识密集、人才密集、技术密集 的“三密集”型产业 广告产业从传统的信息服务业逐渐发展为现代信息产业 2. 我国广告经营的现状： 小规模，大数量 低起点，高速度 弱公司，强媒体 3. 广告道德的特征 P52 生成方式上的非建构性 内容标准上的丰富性和多元化 调整方式上的内省性 强制方式上的内在约束性 4. 综合性广告代理公司必须具备的条件 P64 功能齐全，具有高质量、高水平的全面代理服务能力 必须有科学化规范化的管理 必须具有充足的财力 5. 广告代理的产生和发展经历了这 样几个时代 P65(补充 ) 处于媒体依附地位的媒体推销时代 ： 媒体（主要是报纸）聘请专人负责招揽广告业务 版面销售时代。 1841 沃尔尼 .B.帕尔默 费城 建立脱离媒体的、独立的广告代办处，是世界上最早的广告代理店 现代广告代理的最早萌芽，实质仍属单纯的媒介代理 ； 脱离媒体的媒体掮客时代 :1865 乔治 .P.罗威尔 波士顿 广告代理店，与 100 家报纸签订了为期一年的版面合同，收取 25%的佣金，把版面分成小的单位，以零售方式向广告主兜售。仍然是单纯的媒介代理，但却是一大进步。它能向媒介确保 一定数量的广告业务，减轻媒介的负担，减少媒介经营广告的风险，初步具备了真正意义的广告代理的性质 ； 独立的专门化代理时代 : 市场的扩展和复杂，企业竞争的加剧，单纯的媒介代理越来越不满足广告客户的需求。 1869 艾耶父子广告公司，从单纯为报纸推销广告版面转向为客户提供专业化的服务。此外，还推出了 “ 合同制度 ” ，将广告业务的酬金定为 15%，这一制度于 1917 年在美国得到正式确认，沿用至今。 6如何看待自我利益原则和“双赢原则”？ 如何互相联系？ P69 7综合型广告代理公司的两种组织类型以及优缺点 P74（补充） 以功能为基础的部门组织类型，其优点是可调用全公司力量，缺点是流程复杂，效率低下；以个别客户为基础的小组制组织类型，其优点 在于责任明确，灵活协调，便于与客户联系。缺点在于人力分散，只适合于大客户。 8. 一种媒介想要成为广告客户所愿意使用的广告媒介，应具备的基本条件？ P146 具有一定的覆盖域 拥有比较明确和固定的受众群 具有较好的传播效果 企业能够承受广告发布的成本 9. 新电视媒介广告经营要把握哪些要素？ P160 实时掌握用户需求 提高广告的覆盖率、到达率 打造新的电视广告经营链条（数字电视运营商、广告主、广告公司、数据服务商、技术服务商） 建立数字电视监测和评估体系。 10.集团化背景下的中国媒介广告经营的实质整合主要包括的内容？ P169 观念整合 行为整合 资源整合 环境整合，也叫关系整合 11.广告经营的双重代表性是指什么： 广告经营者在广告客户和消费者之间担当的中介角色，决定了它的双重代表性及负有的双重职责，这就是一方面它代表着广告客户，另 一方面它又成为消费者的代表，既要对广告客户负责，这就是一方面它代表着广告客户，另一方面它又成为消费者的代表，既要对广告客户负责，也要对消费者负责。 P104 12.广告经营的双重效益观指什么 ：广告人应该既是商人，又是文化人；广告既传递着商业信息，同时也传播和创造着文化。作为广告公司的经营者，必须确立双重效益观，在追求经济效益的同时，争取良好的社会文化效益。 P106 13.“拐点“的成因： 1998 年以来，广告营业额增长速度开始放缓，首次低于 20%，并连续 6 年维持在百分之十几的增长范围之内。很多学者把这种现象称为 “ 拐点 ” ，并认为： “ 拐点 ” 是中国广告业高速发展过程中的正常回落，是中国广告业由 “ 起飞期 ” 进入 “ 成长期 ” 之前的重大调整。 四 .论述题 1.谈谈你对违法广告的管理建议。（结合三位一体管理系统形成自己的看法） P53 2.结合实际情况，谈谈新成立的广告公司该如何开发客户？ P85 3.企业在发展过程中存在哪些不科学的广告观念和广告行为，如何确立哪种正确的广告观？ P176 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