2015年中央电大中外广告史形考作业04任务试题及答案参考.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！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, and the pomelo sacs and sago pearls providing the tactile contrast. The birds nest its the ingredient that gilds the lily, since it is supposed to nourish and nurture a perfect complexion. For those unfamiliar with this exotic ingredient, the birds nest is not a bundle of twigs, but is, instead, the dried secretion that cave swifts use to build their nest. Technically, its bird saliva, but the Chinese believe that it has collagen-boosting properties essential to beauty. To me, it just tastes good, adding a slight gelatinous crunch to the back of the teeth. There is also a baked mushroom puff pastry that includes the highly prized Matsutake or pine mushroom. You also get a choice of teas, but I strongly recommend the aged Puer from Yunnan province. It is a mellow tea that will go perfectly with the rich little nuggets, and will warm you up on a cold afternoon. Incidentally, the general guide is green tea such as Longjing or Dragonwell for the hot season, semi-fermented teas like Wu-long or Iron Buddha for autumn, and more warming teas like Puer for winter. The Shang-Xi afternoon tea costs 228 yuan ($37) per person, and 388 yuan for the more opulent selection which includes abalone and birds nest.