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

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。）119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51920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71841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）A1871年，横滨每日新闻的创刊B1880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111729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131911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）。A1869年B1871年C1872年D1868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。）120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71841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BASKETBALLCANMAKEATRUECLAIMTOBEINGTHEONLYMAJORSPORTTHATISANAMERICANINVENTIONFROMHIGHSCHOOLTOTHEPROFESSIONALLEVEL,BASKETBALLATTRACTSALARGEFOLLOWINGFORLIVEGAMESASWELLASTELEVISIONCOVERAGEOFEVENTSLIKETHENATIONALCOLLEGIATEATHLETICASSOCIATIONNCAAANNUALTOURNAMENTANDTHENATIONALBASKETBALLASSOCIATIONNBAANDWOMENSNATIONALBASKETBALLASSOCIATIONWNBAPLAYOFFSANDITHASALSOMADEAMERICANHEROESOUTOFITSPLAYERANDCOACHLEGENDSLIKEMICHAELJORDAN,LARRYBIRD,EARVIN“MAGIC“JOHNSON,SHERYLSWOOPES,ANDOTHERGREATPLAYERSATTHEHEARTOFTHEGAMEISTHEPLAYINGSPACEANDTHEEQUIPMENTTHESPACEISARECTANGULAR,INDOORCOURTTHEPRINCIPALPIECESOFEQUIPMENTARETHETWOELEVATEDBASKETS,ONEATEACHENDINTHELONGDIRECTIONOFTHECOURT,ANDTHEBASKETBALLITSELFTHEBALLISSPHERICALINSHAPEANDISINFLATEDBASKETBALLSRANGEINSIZEFROM28530IN7276CMINCIRCUMFERENCE,ANDINWEIGHTFROM1822OZ510624GFORPLAYERSBELOWTHEHIGHSCHOOLLEVEL,ASMALLERBALLISUSED,BUTTHEBALLINMENSGAMESMEASURES29530IN7576CMINCIRCUMFERENCE,ANDAWOMENSBALLIS28529IN7274CMINCIRCUMFERENCETHECOVERINGOFTHEBALLISLEATHER,RUBBER,COMPOSITION,ORSYNTHETIC,ALTHOUGHLEATHERCOVERSONLYAREDICTATEDBYRULESFORCOLLEGEPLAY,UNLESSTHETEAMSAGREEOTHERWISEORANGEISTHEREGULATIONCOLORATALLLEVELSOFPLAY,THEHOMETEAMPROVIDESTHEBALLINFLATIONOFTHEBALLISBASEDONTHEHEIGHTOFTHEBALLSBOUNCEINSIDETHECOVERINGORCASING,ARUBBERBLADDERHOLDSAIRTHEBALLMUSTBEINFLATEDTOAPRESSURESUFFICIENTTOMAKEITREBOUNDTOAHEIGHTMEASUREDTOTHETOPOFTHEBALLOF4954IN1214MWHENITISDROPPEDONASOLIDWOODENFLOORFROMASTARTINGHEIGHTOF6FT180MMEASUREDFROMTHEBOTTOMOFTHEBALLTHEFACTORYMUSTTESTTHEBALLS,ANDTHEAIRPRESSURETHATMAKESTHEBALLLE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