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中国大学MOOC广告策划与创意（第10期 双语）作业答案

广告策划与创意（第10期 双语）

学校: 无

平台: 超星学习通

题目如下：

1. 广告的本质有两个:一个是广告的( )方面;一个是广告本身的作用是商品的利销。 the essence of advertising there are two: one is the ( ) aspect of advertising; one is the role of advertising itself is the profitability of the sale of goods.

A. 传播学 Communication

B. 公共关系学 Public relations

C. 市场营销学 Marketing

D. 消费心理学 Consumer psychology

答案: 传播学 Communication

2. 以广告传播对象为标准分类，可以将广告分为消费者广告和( )广告。 to advertising communication object as the standard classification, can be divided into consumer advertising and ( ) advertising.

A. 商业企业 Commercial enterprises

B. 工业企业 Industrial enterprises

C. 经销商 Distributors

D. 企业 Enterprises

答案: 企业 Enterprises

3. 信息是指广告的主要内容，具体包括商品信息、劳务信息和( )信息等。information refers to the main content of the advertisement, specifically including commodity information, labor information and ( ) information and so on.

A. 价格 Prices

B. 人才 Talent

C. 观念 Perceptions

D. 商品质量 Commodity quality

答案: 观念 Perceptions

4. 广告刺激需求包括两方面的内容，初级需求和( )。advertising stimulus demand includes two aspects, primary demand and ( ).

A. 高级需求 High-level requirements

B. 选择性需求(消费) Selective demand (consumption)

C. 消费需求 Consumer demand

D. 刺激需求 Stimulating demand

答案: 选择性需求(消费) Selective demand (consumption)

5. ( )是指为推销商品或者提供服务，自行或者委托他人设计、制作、发布广告的法人、其他经济组织或者个人。( ) refers to the promotion of goods or services, on their own or entrusted to others to design, produce, publish advertising legal persons, other economic organizations or individuals.

A. 广告目标 Advertising objectives

B. 广告人 Advertisers

C. 广告策划者 Advertising planners

D. 广告主 Advertisers

答案: 广告主 Advertisers

6. 广告诉求策略包括诉求对象、广告的诉求重点和( )策略。advertising appeal strategy includes the appeal object, advertising appeal focus and ( ) strategy.

A. 诉求方法 Methods of appeal

B. 表现 Performance

C. 媒介 Media

D. 定位 Positioning

答案: 诉求方法 Methods of appeal

7. 广告主题=广告目标+信息个性+( )Advertising theme = advertising objective + message personality + ( )

A. 媒体 Media

B. 消费信息 Consumption information

C. 消费心理 Consumer psychology

D. 费用 Costs

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8. 广告的诉求对象是指( )。The object of advertisement is ( ).

A. 广告的接受者是谁 Who is the recipient of the advertisement

B. 广告的赞助商 Sponsors of advertisements

C. 广告媒体 Advertising media

D. 广告目标 Advertising objectives

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9. 广告理念要围绕( )理念。advertising concepts should be centered around the ( ) concept.

A. 消费 Consumption

B. 费用 Costs

C. 媒介 Media

D. 营销 Marketing

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10. 企业在制定广告策略时应兼顾企业利润、消费者需要的满足和( )3方面的利益。enterprises in the development of advertising strategy should take into account the profits of the enterprise, the satisfaction of consumer needs and ( ) 3 aspects of the interests.

A. 媒体Media

B. 社会利益 Social benefits

C. 赞助商 Sponsors

D. 广告营销活动 Advertising campaigns

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11. 广告基本要素有( )The basic elements of advertising are ( )

A. 广告主 Advertisers

B. 广告信息 Advertising messages

C. 广告媒体 Advertising media

D. 广告费用与广告受众 Advertising costs and advertising audiences

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12. 现代广告的功能是多元化的，主要的功能有信息功能、经济功能、社会功能、宣传功能和( )等。the function of modern advertising is diversified, the main functions are information function, economic function, social function, publicity function and ( ) and so on.

A. 经济效益功能 Economic efficiency function

B. 商品信息功能 Commodity information function

C. 心理功能 Psychological functions

D. 美学功能 Aesthetic function

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13. 广告审美形象具有( )三种特征。advertising aesthetic image h 国家开放大学 as ( ) three characteristics.

A. 功利目的 Utilitarian purposes

B. 贴近生活真实 Close to the reality of life

C. 合于审美规律 Aesthetic laws are suited to aesthetics

D. 打破审美规律 Breaking the rules of aesthetics

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14. 广告业务流程通常分为( )四个阶段。advertising business process is usually divided into ( ) four stages.

A. 市场分析阶段Market analysis phase

B. 广告策略阶段 Advertising strategy stage

C. 广告计划阶段 Advertising planning stage

D. 广告活动的效果预测及监控阶段 Predicting and monitoring the effectiveness of advertising campaigns

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15. 以广告传播范围为标准分类，可以将广告分为( )。Categorized by the standard classification of the scope of advertising dissemination, advertising can be divided into ( ).

A. 国际性广告 International advertising

B. 全国性广告 National advertising

C. 地方性广告 Local advertising

D. 区域性广告 Regional advertising

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16. 狭义广告泛指非经济广告。Advertising in the narrow sense refers to non-economic advertising in general.

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17. 所谓广告预算费，就是从事广告活动所需付出的费用。The so-called advertising budget cost is the cost to be paid for engaging in advertising activities.

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18. 广告媒体是指传播广告信息的物质，凡能在广告主与广告对象之间起媒介和载体作用的物质都可以称为广告媒体。advertising media refers to the dissemination of advertising information material, all can play a medium and carrier between the advertiser and the advertising object of the material can be called advertising media.

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19. 有了明确的广告目标，不用制定广告策略就可以发起相应的广告运动。With clear advertising objectives, it is possible to launch appropriate advertising campaigns without developing an advertising strategy.

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20. 广告营销是配合企业整体营销战略，发挥广告媒体的互动性、及时性等特征优势，策划吸引客户参与的广告形式。Advertising marketing is to cooperate with the overall marketing strategy of the enterprise, to play the advantages of interactive and timely features of the advertising media, and to plan the form of advertising to 渝粤题库 attract the participation of customers.

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21. 调查方法的选择是在()阶段。The choice of survey methodology is made at the ( ) stage.

A. 准备Preparation

B. 实施 Implementation

C. 分析 Analysis

D. 制订方案 Programming

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22. 调查人员找到被调研者，说明调查的目的和填写要求后，将问卷置于被访者处，约定1-2天后再登门取回填好的问卷，或等到被调研者填写完后将问卷当场收回。这种调查方法属于()。the investigator to find the researched, explain the purpose of the survey and fill out the requirements, the questionnaire will be placed at the interviewee, agreed 1-2 days after the door to pick up the completed questionnaire, or wait until the researched to fill out the questionnaire will be retrieved on the spot. This survey method belongs to ().

A. 入户访问 Household visits

B. 置留访问调查 Detention visit surveys

C. 固定样本邮寄调查 Fixed-sample mail surveys

D. 集体访谈调查 Group interview surveys

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23. ()是指调查报告正文包含不了或没有提及，但与正文有关必须附加说明的部分。( ) refers to the part of the investigation report that cannot be included or is not mentioned in the body of the report, but must be annotated in relation to the body of the report.

A. 标题 Title

B. 目录 Catalogues

C. 概述 Overview

D. 附件 Annexes

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24. ()即让被调查者对集中产品的品牌、商标、广告等，按照喜欢程度 进行比较选择。( ) That is, respondents are asked to compare and select brands, trademarks, advertisements, etc. of centralized products according to their preferences.

A. 倾向比较法 The tendency comparison method

B. 漏斗法 Funnel method

C. 开放回答法 Open-ended approach

D. 排序法 Subordination

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25. ()是围绕广告活动而进行的一切调查研究活动，是整个广告活动的开端和基础，是广泛收集相关信息的行为。( ) is all the investigation and research activities around the advertising campaign, is the beginning and foundation of the whole advertising campaign, is the behavior of extensive collection of relevant information.

A. 广告媒体 Advertising media

B. 广告信息 Advertising messages

C. 广告文案 Advertising copy

D. 广告调研 Advertising research

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26. 广告定位是企业产品在()心中占据位置，留下深刻印象的一种新型广告宣传方法和推销方法。 advertising positioning is a new type of advertising and promotional methods and marketing methods for enterprise products to occupy a position in the mind of () and leave a deep impression.

A. 消费者 Consumers

B. 广告主 Advertisers

C. 工商部门 Business sector

D. 媒体 Media

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27. ()是指调查人员对被调查者的行为与特点进行现场描述，调查现场情形的一种调研方法。( ) is a research method in which the investigator describes the behavior and characteristics of the respondent on the spot and investigates the situation on the spot.

A. 观察法 Observation

B. 抽样调查法 Sample survey method

C. 典型调查法 Typical survey method

D. 访谈法 Interview method

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28. 广告调研的程序中，第一步要做的是()。In the procedure of advertising research, the first step to be done is ()

A. 确定调研目标 Determination of research objectives

B. 制订调研方案 Development of a research program

C. 实施实地调研 Implementation of field research

D. 整理分析材料 Collating and analysing materials

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29. 所谓市场细分，指的是市场的划分或称之为市场分割，它是企业为了增加市场营销传确性的( )the so-called market segmentation, refers to the division of the market or called market segmentation, it is the enterprise in order to increase the accuracy of marketing ( )

A. 一种努力 An effort

B. 一种策略 A strategy

C. 一种战略 A strategy

D. 一种战术 A tactic

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30. 如果我们的产品没有什么特殊的地方可以吸引消费者以激起他们的购买欲望时，()If there is nothing special about our products that can attract consumers in order to stimulate their desire to buy, ( )

A. 形象定位的方法就值得考虑 Methods of image positioning are worth considering

B. 观念定位的方法就值得考虑 The method of conceptual orientation is worth considering

C. 功能定位的方法就值得考虑 Functional positioning approaches would be worth considering< 成人学历 /p>

D. 价格定位的方法就值得考虑 Price-positioning methods would be worth considering

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31. 广告定位战略不包括()Advertising positioning strategies do not include()

A. 迎合消费心理 Catering to consumer psychology

B. 突出竞争优势 Highlighting competitive advantages

C. 塑造品牌形象 Branding

D. 击败竞争对手 Beating the competition

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32. 以产品能给消费者的心理上的价值定位，突出产品的()的精神功能和给人心理享受和满足，以刺激消费者的购买欲求。to the product can give consumers the psychological value of the positioning, highlighting the product ( ) of the spiritual function and give people psychological enjoyment and satisfaction, in order to stimulate the consumer's desire to buy.

A. 有形 Tangible

B. 无形 Intangible

C. 多种 Multiple

D. 单一 Single

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33. 广告内容目标不包括()Advertising content objectives do not include ()

A. 创牌目标Licensing Objectives

B. 保牌目标 Licensing objectives

C. 价格目标 Price targets

D. 竞争目标 Competitive objectives

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34. 抽样调查的主要优势表现在()。The main advantages of sample surveys are shown in ( ).

A. 准确性高 High accuracy

B. 工作量小 Low workload

C. 调查费用低 Low cost of investigations

D. 调查时间短 Short survey period

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35. 广告调研包括哪几个方面?What are the aspects of advertising research?

A. 企业经营情况 Business operations

B. 产品 Products

C. 市场 Markets

D. 消费者 Consumers

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36. 消费者调查研究，主要研究()。Consumer research studies that focus on ( ).

A. 消费需要 Consumption needs

B. 购买方式 Mode of purchase

C. 购买决策 Purchasing decisions

D. 消费者年龄 Age of consumers

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37. 在以下几种情形中，属于人员观察现象的有()。Among the following situations, the phenomenon of personnel observation is ().

A. 观察员置身于超市，观察主妇购物的路线、时间和商品比较的情形 Observers are placed in supermarkets to observe housewives' shopping routes, timing and comparison of products.

B. 观察员置身于大型户外广告牌旁，观察过路人对广告的注目情形 Observers sit next to large outdoor billboards and observe passers-by paying attention to the advertisements.

C. 利用机器来记录人们的行为过程 Using machines to record people's behavioral processes

D. 用交通计数器来观察主要路段的交通流量 Traffic counters to observe traffic flow on major roadways

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38. 在以下几种情形中，属于机器观察现象的有()In the following cases, the phenomenon of machine observation ( )

A. 观察员置身于超市，观察主妇购物的路线、时间和商品比较的情形 Observers are placed in supermarkets to observe housewives' shopping routes, timing and comparison of products.

B. 观察员置身于大型户外广告牌旁，观察过路人对广告的注目情况 Observers placed next to large outdoor billboards to observe passers-by paying attention to the advertisements

C. 利用机器来记录人们的行为过程 Using machines to record people's beh 广东开放大学 avioral processes

D. 用交通计数器来观察主要路段的交通流量Traffic counters to observe traffic flow on major roadways

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39. 为了取得良好的广告调研效果，在调研中要做到() in order to achieve good advertising research results, in the research to do ( )

A. 调研要有明确的目标 Research should have clear objectives

B. 摒弃主观推测，调研要做到客观公正 Abandon subjective speculation and be objective and impartial in your research.

C. 广告调研的信息要注意保密 Confidentiality of information on advertising research

D. 广告调研中提出的问题越多越好 The more questions asked in advertising research, the better.

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40. 广告调研要调查的范畴有()The scope of advertising research to be investigated are ()

A. 企业经营状况 Business conditions

B. 产品调查 Product surveys

C. 消费者调查 Consumer surveys

D. 市场调查 Market research

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41. 广告效果目标包括(): Advertising effectiveness objectives include:

A. 销售效果目标 Sales effectiveness objectives

B. 宣传效果目标 Advocacy effectiveness objectives

C. 艺术效果目标 Artistic effect objectives

D. 经济效果目 渝粤教育 标 Economic impact objectives

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42. 广告调研和市场调研没有联系。Advertising research and market research are not linked.

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43. 广告调研属于市场调研的一部分。Advertising research is part of market research.

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44. 广告调查的方法可以根据实际需要选择其中一种或者多种方法配合使用。The methods of advertising survey can be used in conjunction with one or more of these methods according to actual needs.

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45. 广告目标不需要有弹性。 Advertising objectives do not need to be elastic.

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46. 广告预算是企业广告活动得以顺利进行的保障。 The advertising budget is a guarantee for the smooth running of an enterprise's advertising campaign.

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47. 广告预算是广告活动的实际花销。 The advertising budget is the actual money spent on the advertising campaign.

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