2015年電大廣告經(jīng)營(yíng)管理期末重點(diǎn)復(fù)習(xí)資料考試小抄

電大廣告經(jīng)營(yíng)管理期末重點(diǎn)復(fù)習(xí)資料考試小抄 一 . 單項(xiàng)選擇題 1. 19 世紀(jì)初，由本杰明 戴所發(fā)動(dòng)的“便士報(bào)”運(yùn)動(dòng)是 報(bào)刊大眾化 的標(biāo)志性事件。 P4 2. 1869 年，弗蘭西斯 艾耶又在費(fèi)城開(kāi)辦了一家 N.M.艾耶父子廣告公司，明確按純版面成本收取代理費(fèi)，并向客戶(hù)提供文案、設(shè)計(jì)，甚至還包括市場(chǎng)調(diào)查等一系列服務(wù)，成為第一家按當(dāng)今廣告公司運(yùn)作方式進(jìn)行運(yùn)作的廣告代理公司 。 P5 3. 廣告的市場(chǎng)環(huán)境分為 一般環(huán)境 和 特殊環(huán)境 。一般環(huán)境包括政治 法律環(huán)境 、 經(jīng)濟(jì)環(huán)境 、 科技環(huán)境、社會(huì)文化環(huán)境 等。特殊環(huán)境包括廣告活動(dòng)展開(kāi)的 特定地域環(huán)境 與 特定產(chǎn) 業(yè)環(huán)境 。 P8 4. 我們將 廣告主、廣告公司、廣告媒體、廣告受眾 稱(chēng)為 廣告市場(chǎng) 的四大主體。 5. 從廣告公司在廣告市場(chǎng)運(yùn)作中所處的地位來(lái)看，廣告公司是廣告活動(dòng)不可或缺的關(guān)鍵環(huán)節(jié)。 廣告主 是廣告活動(dòng)的 源泉 和 發(fā)動(dòng)者 。 廣告公司 是廣告活動(dòng)不可或缺的 關(guān)鍵環(huán)節(jié) 。 廣告客戶(hù) 是廣告 信息的發(fā)布者 ， 廣告受眾是信息的 接收者 ， 廣告媒體 是廣告信息的 傳播載體 。 這三者的活動(dòng)都必須由廣告公司的廣告活動(dòng)連接起來(lái)。 6在廣告活動(dòng)中， 受眾 是廣告信息 傳播的目標(biāo) ，是廣告活動(dòng)的 終點(diǎn) ，是廣告活動(dòng)成敗的 衡量標(biāo)準(zhǔn) 。 7. 以 15%為標(biāo)準(zhǔn)的代理傭金在美國(guó)正式成立 ，標(biāo)志著 廣告代理制度 的正式確立。 P66 8. 傭金制 廣告代理中 最早形成 和 確立 的一種收費(fèi)方式。 P68 9. 廣告代理制 的實(shí)質(zhì)是一種 市場(chǎng)運(yùn)作機(jī)制 ，而不是一種行政管理體制。必須受市場(chǎng)經(jīng)濟(jì)基本原則，即 成本原則 、 利己 利他原則 （雙贏原則）、 自我利益原則 和 完全信息原則 的制約。 P69 10. 廣告市場(chǎng)調(diào)查 的內(nèi)容： 消費(fèi)者 調(diào)查、 基本市場(chǎng)情況 調(diào)查、 產(chǎn)品或服務(wù) 調(diào)查、 競(jìng)爭(zhēng)者 調(diào)查。 P92 11. 定量分析 和 定性分析 是調(diào)查研究中通常所使用的兩種基本分析方法。 12. 確立廣告目標(biāo) 是整體廣告運(yùn)作策劃過(guò)程中的關(guān)鍵性步驟，它指示著廣告運(yùn) 作的具體目標(biāo)和方向，它決定著廣告策劃如何發(fā)展。 廣告目標(biāo)的確立，一般是以心理上的效果為標(biāo)準(zhǔn)，即以 知名、了解、偏好 等作為測(cè)定廣告效果的指標(biāo)。 13. 廣告目標(biāo) 可分為 廣告營(yíng)銷(xiāo) 目標(biāo)和 廣告?zhèn)鞑?目標(biāo)。 14. 在大眾傳媒中， 報(bào)紙、雜志 誕生最早，也 最早與廣告結(jié)成同盟 。 15. 不同的企業(yè)有不同的廣告管理與組織形式，但是不管采取什么樣的廣告管理模式與組織類(lèi)型，都必須遵循和貫徹三項(xiàng)基本原則，即 功能定位原則、層級(jí)責(zé)任原則 和 統(tǒng)放結(jié)合原則 。 二名詞解釋 1. 廣告市場(chǎng) ：廣告作為一種特殊商品的交換關(guān)系的總和。這里，我們將廣告活動(dòng)看作 是一種商品交換活動(dòng)、一種市場(chǎng)行為和市場(chǎng)過(guò)程，注重其交換活動(dòng)、市場(chǎng)行為和市場(chǎng)過(guò)程中的交換關(guān)系、經(jīng)濟(jì)關(guān)系和經(jīng)濟(jì)利益關(guān)系。 2. 廣告道德： 就是為了調(diào)節(jié)廣告主、廣告經(jīng)營(yíng)者、廣告發(fā)布者和消費(fèi)者在廣告活動(dòng)中的社會(huì)關(guān)系而形成的一種廣告行為準(zhǔn)則，它是廣告主、廣告經(jīng)營(yíng)者和廣告發(fā)布者在廣告活動(dòng)中所表現(xiàn)出來(lái)的職業(yè)道德規(guī)范的總和，這也是廣告主、廣告經(jīng)營(yíng)者和廣告發(fā)布者等廣告從業(yè)者自身素質(zhì)的一種反映。 3. 廣告代理： 是指廣告經(jīng)營(yíng)者（代理方）在廣告被代理方（廣告客戶(hù)）授予的代理權(quán)限內(nèi)，以廣告被代理人的名義所開(kāi)展的廣告活動(dòng)。 4. 實(shí)費(fèi)制： 就是不采取一 定比率來(lái)支付代理傭金的形式，而是采取按實(shí)際的成本支出與實(shí)際的勞務(wù)支出來(lái)支付整個(gè)廣告代理費(fèi)用的方式。 5. 4A 廣告公司： 是指美國(guó)廣告代理公司協(xié)會(huì)即 4A（ American Associasion of Advertising Agencies ）會(huì)員或 4A 協(xié)會(huì)在歐洲共同體或中國(guó)香港的分會(huì)的會(huì)員。 6. 定量分析： 是以數(shù)學(xué)和統(tǒng)計(jì)的方法為主，通過(guò)大量抽樣，對(duì)抽樣結(jié)果進(jìn)行精確的數(shù)理統(tǒng)計(jì)，以統(tǒng)計(jì)數(shù)據(jù)為依據(jù)對(duì)問(wèn)題做出客觀的判斷，所以這種方法又稱(chēng)為數(shù)理統(tǒng)計(jì)法或客觀判斷法。 7. 定性分析： 以經(jīng)驗(yàn)分析為主，用較少的抽樣結(jié)合分析者的實(shí)際經(jīng)驗(yàn)和 知識(shí)，對(duì)所調(diào)查的問(wèn)題做出帶有一定主觀成分的判斷。 8. 達(dá)格瑪觀念： “達(dá)格瑪”，即英文 dagmar 的中文音譯，是 defining advertising goals for measured advertising results 的縮寫(xiě)，翻譯成中文就是為衡量廣告效果而確定廣告目標(biāo)。這是 1961 年由美國(guó)廣告主協(xié)會(huì)贊助發(fā)表的一份重要廣告文件，主要是針對(duì)廣告作業(yè)之科學(xué)化問(wèn)題提出了系統(tǒng)的規(guī)劃建議。 9. AE 制： AE 為英文 account executive 的縮寫(xiě)，中文的意思為客戶(hù)執(zhí)行。 AE 制即廣告公司指派特定的客戶(hù)負(fù)責(zé)人為 客戶(hù)提供服務(wù)的一種制度。 10. 廣告計(jì)劃： 是指企業(yè)關(guān)于未來(lái)廣告活動(dòng)的規(guī)劃，是為了實(shí)現(xiàn)總體戰(zhàn)略目標(biāo)和具體廣告目標(biāo)而采取的廣告活動(dòng)的策略和安排，是整個(gè)廣告運(yùn)動(dòng)綱領(lǐng)性的指導(dǎo)文件。它一般應(yīng)包括戰(zhàn)略性廣告計(jì)劃和戰(zhàn)術(shù)性廣告計(jì)劃兩種。 11. 競(jìng)爭(zhēng)對(duì)手廣告費(fèi)對(duì)抗法： 是在決定各種產(chǎn)品、各種商標(biāo)廣告預(yù)算時(shí)的一種現(xiàn)實(shí)的經(jīng)驗(yàn)方法，即在確定廣告費(fèi)用預(yù)算時(shí)以競(jìng)爭(zhēng)對(duì)手為參考依據(jù)，與之持平或更超前。 三 簡(jiǎn)答題 1. 廣告產(chǎn)業(yè)的特征 P7 廣告活動(dòng)是一種特殊的信息傳播活動(dòng) 廣告產(chǎn)業(yè)具有系統(tǒng)化、科學(xué)化、高效化的特點(diǎn) 廣告產(chǎn)業(yè)屬于知識(shí)密集、人才密集、技術(shù)密集 的“三密集”型產(chǎn)業(yè) 廣告產(chǎn)業(yè)從傳統(tǒng)的信息服務(wù)業(yè)逐漸發(fā)展為現(xiàn)代信息產(chǎn)業(yè) 2. 我國(guó)廣告經(jīng)營(yíng)的現(xiàn)狀： 小規(guī)模，大數(shù)量 低起點(diǎn)，高速度 弱公司，強(qiáng)媒體 3. 廣告道德的特征 P52 生成方式上的非建構(gòu)性 內(nèi)容標(biāo)準(zhǔn)上的豐富性和多元化 調(diào)整方式上的內(nèi)省性 強(qiáng)制方式上的內(nèi)在約束性 4. 綜合性廣告代理公司必須具備的條件 P64 功能齊全，具有高質(zhì)量、高水平的全面代理服務(wù)能力 必須有科學(xué)化規(guī)范化的管理 必須具有充足的財(cái)力 5. 廣告代理的產(chǎn)生和發(fā)展經(jīng)歷了這 樣幾個(gè)時(shí)代 P65(補(bǔ)充 ) 處于媒體依附地位的媒體推銷(xiāo)時(shí)代 ： 媒體（主要是報(bào)紙）聘請(qǐng)專(zhuān)人負(fù)責(zé)招攬廣告業(yè)務(wù) 版面銷(xiāo)售時(shí)代。 1841 沃爾尼 .B.帕爾默 費(fèi)城 建立脫離媒體的、獨(dú)立的廣告代辦處，是世界上最早的廣告代理店 現(xiàn)代廣告代理的最早萌芽，實(shí)質(zhì)仍屬單純的媒介代理 ； 脫離媒體的媒體掮客時(shí)代 :1865 喬治 .P.羅威爾 波士頓 廣告代理店，與 100 家報(bào)紙簽訂了為期一年的版面合同，收取 25%的傭金，把版面分成小的單位，以零售方式向廣告主兜售。仍然是單純的媒介代理，但卻是一大進(jìn)步。它能向媒介確保 一定數(shù)量的廣告業(yè)務(wù)，減輕媒介的負(fù)擔(dān)，減少媒介經(jīng)營(yíng)廣告的風(fēng)險(xiǎn)，初步具備了真正意義的廣告代理的性質(zhì) ； 獨(dú)立的專(zhuān)門(mén)化代理時(shí)代 : 市場(chǎng)的擴(kuò)展和復(fù)雜，企業(yè)競(jìng)爭(zhēng)的加劇，單純的媒介代理越來(lái)越不滿(mǎn)足廣告客戶(hù)的需求。 1869 艾耶父子廣告公司，從單純?yōu)閳?bào)紙推銷(xiāo)廣告版面轉(zhuǎn)向?yàn)榭蛻?hù)提供專(zhuān)業(yè)化的服務(wù)。此外，還推出了 “ 合同制度 ” ，將廣告業(yè)務(wù)的酬金定為 15%，這一制度于 1917 年在美國(guó)得到正式確認(rèn)，沿用至今。 6如何看待自我利益原則和“雙贏原則”？ 如何互相聯(lián)系？ P69 7綜合型廣告代理公司的兩種組織類(lèi)型以及優(yōu)缺點(diǎn) P74（補(bǔ)充） 以功能為基礎(chǔ)的部門(mén)組織類(lèi)型，其優(yōu)點(diǎn)是可調(diào)用全公司力量，缺點(diǎn)是流程復(fù)雜，效率低下；以個(gè)別客戶(hù)為基礎(chǔ)的小組制組織類(lèi)型，其優(yōu)點(diǎn) 在于責(zé)任明確，靈活協(xié)調(diào)，便于與客戶(hù)聯(lián)系。缺點(diǎn)在于人力分散，只適合于大客戶(hù)。 8. 一種媒介想要成為廣告客戶(hù)所愿意使用的廣告媒介，應(yīng)具備的基本條件？ P146 具有一定的覆蓋域 擁有比較明確和固定的受眾群 具有較好的傳播效果 企業(yè)能夠承受廣告發(fā)布的成本 9. 新電視媒介廣告經(jīng)營(yíng)要把握哪些要素？ P160 實(shí)時(shí)掌握用戶(hù)需求 提高廣告的覆蓋率、到達(dá)率 打造新的電視廣告經(jīng)營(yíng)鏈條（數(shù)字電視運(yùn)營(yíng)商、廣告主、廣告公司、數(shù)據(jù)服務(wù)商、技術(shù)服務(wù)商） 建立數(shù)字電視監(jiān)測(cè)和評(píng)估體系。 10.集團(tuán)化背景下的中國(guó)媒介廣告經(jīng)營(yíng)的實(shí)質(zhì)整合主要包括的內(nèi)容？ P169 觀念整合 行為整合 資源整合 環(huán)境整合，也叫關(guān)系整合 11.廣告經(jīng)營(yíng)的雙重代表性是指什么： 廣告經(jīng)營(yíng)者在廣告客戶(hù)和消費(fèi)者之間擔(dān)當(dāng)?shù)闹薪榻巧?，決定了它的雙重代表性及負(fù)有的雙重職責(zé)，這就是一方面它代表著廣告客戶(hù)，另 一方面它又成為消費(fèi)者的代表，既要對(duì)廣告客戶(hù)負(fù)責(zé)，這就是一方面它代表著廣告客戶(hù)，另一方面它又成為消費(fèi)者的代表，既要對(duì)廣告客戶(hù)負(fù)責(zé)，也要對(duì)消費(fèi)者負(fù)責(zé)。 P104 12.廣告經(jīng)營(yíng)的雙重效益觀指什么 ：廣告人應(yīng)該既是商人，又是文化人；廣告既傳遞著商業(yè)信息，同時(shí)也傳播和創(chuàng)造著文化。作為廣告公司的經(jīng)營(yíng)者，必須確立雙重效益觀，在追求經(jīng)濟(jì)效益的同時(shí)，爭(zhēng)取良好的社會(huì)文化效益。 P106 13.“拐點(diǎn)“的成因： 1998 年以來(lái)，廣告營(yíng)業(yè)額增長(zhǎng)速度開(kāi)始放緩，首次低于 20%，并連續(xù) 6 年維持在百分之十幾的增長(zhǎng)范圍之內(nèi)。很多學(xué)者把這種現(xiàn)象稱(chēng)為 “ 拐點(diǎn) ” ，并認(rèn)為： “ 拐點(diǎn) ” 是中國(guó)廣告業(yè)高速發(fā)展過(guò)程中的正?；芈?，是中國(guó)廣告業(yè)由 “ 起飛期 ” 進(jìn)入 “ 成長(zhǎng)期 ” 之前的重大調(diào)整。 四 .論述題 1.談?wù)勀銓?duì)違法廣告的管理建議。（結(jié)合三位一體管理系統(tǒng)形成自己的看法） P53 2.結(jié)合實(shí)際情況，談?wù)勑鲁闪⒌膹V告公司該如何開(kāi)發(fā)客戶(hù)？ P85 3.企業(yè)在發(fā)展過(guò)程中存在哪些不科學(xué)的廣告觀念和廣告行為，如何確立哪種正確的廣告觀？ P176 請(qǐng)您刪除一下內(nèi)容， O( _ )O 謝謝！ 2015 年中央電大期末復(fù)習(xí)考試小抄大全，電大期末考試必備小抄，電大考試必過(guò)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