電大02任務(wù)網(wǎng)絡(luò)廣告實務(wù)小抄參考

1、專業(yè)好文檔02任務(wù)試卷總分：100 測試時間：- 試卷得分：0一、 名詞解釋（共4道試題，共40分。）網(wǎng)絡(luò)廣告策劃網(wǎng)絡(luò)廣告策劃是指在充分的市場調(diào)查和研究基礎(chǔ)上，以企業(yè)廣告總體戰(zhàn)略為出發(fā)點，對網(wǎng)絡(luò)廣告活動進(jìn)行運籌和規(guī)劃。門戶網(wǎng)站門戶網(wǎng)站。門戶型網(wǎng)站就是提供搜索引擎或全文檢索以便于網(wǎng)絡(luò)用戶查找和登錄其他網(wǎng)站的一種網(wǎng)站類型。著名的搜索引擎網(wǎng)站雅虎()是世界第一門戶網(wǎng)站。而以中文檢索聞名的新浪網(wǎng)( )在中國的網(wǎng)絡(luò)業(yè)界內(nèi)具有領(lǐng)頭地位。軟件調(diào)查法軟件調(diào)查法指網(wǎng)絡(luò)媒介利用軟件在網(wǎng)上對受眾的身份、活動進(jìn)行調(diào)查。它可以調(diào)查受眾的身份、ip地址、電子信箱地址、上網(wǎng)習(xí)慣和愛好、使用媒介的情況等多種信息。其大致分為兩

2、種：服務(wù)器軟件調(diào)查法和cookie技術(shù)跟蹤法。示靜態(tài)展示靜態(tài)展是指網(wǎng)絡(luò)廣告中的文案或畫面都保持靜止，而不以跳動、閃動的形式出現(xiàn)。較常見的有巨幅靜態(tài)廣告和彈出式靜態(tài)廣告，也有各類旗幟廣告和方形靜態(tài)廣告，通常為jpg格式或bmp格式，所占空間也較小。這種展示形式是最早的網(wǎng)絡(luò)廣告形式。二、 簡答題（共1道試題，共20分。）1. 品牌網(wǎng)站建設(shè)有那兩種模式？（1） 建立品牌的目的地網(wǎng)站。建立并維持良好運行并不像許多人想象的那樣簡單只需申請一個url，再放些產(chǎn)品、服務(wù)的信息在上面就行了。一個先天不足、管理不周的品牌網(wǎng)站甚至?xí)斐蓪ζ放苾r值的損害。在計劃建立品牌網(wǎng)站時，要對品牌的處境和需要、預(yù)算、管理運作一

3、個品牌網(wǎng)站的能力等方面進(jìn)行如實的評估，量力、依需進(jìn)行。 （2）建立微型網(wǎng)站（micro-site）。微型網(wǎng)站廣告是進(jìn)行網(wǎng)絡(luò)品牌塑造的一個不錯的方案，尤其是對于中等介入程度購買的商品而言。微型網(wǎng)站可以在不需要建立一個完整的網(wǎng)站的情況下仍可以向目標(biāo)消費者傳播較深層的品牌利益點，并且收集顧客反饋的一個好方法；而且微型網(wǎng)站可以通過站間連接的方式準(zhǔn)確出現(xiàn)在目標(biāo)消費者會出現(xiàn)的地方。在微型網(wǎng)站的設(shè)計中，要讓網(wǎng)民留有線索，明白這是廣告。偽裝成編輯內(nèi)容的商業(yè)信息會損害品牌賴以存在的信任基礎(chǔ)。三、案例分析題（共1道試題，共40分。）得分：0.產(chǎn)品背景 英特爾一直是計算機處理器行業(yè)中的巨頭, 英特爾酷睿 2 雙核處

4、理器擁有非凡的性能、難以置信的系統(tǒng)反應(yīng)速度以及無與倫比的高能效。此外, 系統(tǒng)速度不會再受病毒掃描、多個計算密集型程序同時運行以及多媒體下載的影響, 這些臺式機處理器的性能提升高達(dá) 4o %, 同時能效也有相應(yīng)的提高, 為用戶工作、娛樂帶來更多便利。 媒體選擇網(wǎng)易作為領(lǐng)先的中文門戶網(wǎng)站, 其娛樂頻道鮮明定位為：形象力、生動性、時尚性和互動性, 并圍繞這個定位把頻道分為 36 個欄目,這種具有鮮明個性的內(nèi)容細(xì)分方式, 在行業(yè)內(nèi)為網(wǎng)易所獨創(chuàng)。網(wǎng)易娛樂頻道的滾動新聞、娛樂圈、電影世界、音樂天堂等欄目以突出的原創(chuàng)性優(yōu)勢, 在國內(nèi)同類網(wǎng)絡(luò)欄目中居領(lǐng)先地位, 各欄目每天能夠提供至少 2o 篇原創(chuàng)娛樂資訊文章

5、, 每周不少于 700 條資訊以及每天多達(dá) 8o 張圖片的更新量,保持著一個娛樂頻道應(yīng)有的形象力與生動性, 將各種娛樂資源一網(wǎng)打盡。 廣告設(shè)計開始, 一束聚光燈在屏幕上左右擺動, 屏幕下方是歡呼的人群, 隨后燈光聚焦一側(cè), 屏幕中間出現(xiàn)廣告語 “擁有全世界都為之震撼的臺式機處理器, 隨時隨地令娛樂更炫彩 !”最后在人群歡呼雀躍之后, 屏幕中間出現(xiàn)產(chǎn)品 logo 和特點描述：速度提升幅度高達(dá) 40%，能耗下降幅度超過 40% 。從網(wǎng)絡(luò)廣告的創(chuàng)意與表現(xiàn)形式角度寫出分析文字，要求 300 500 字。英特爾酷睿 2 雙核處理器品牌案例分析如下：采用聚光燈畫面表現(xiàn)形式, 打破傳統(tǒng)網(wǎng)絡(luò)廣告限制, 全頁面

6、顯示廣告創(chuàng)意, 產(chǎn)品猶如明星一般展現(xiàn)在用戶面前, 并降低用戶的廣告反感度。在突現(xiàn)產(chǎn)品特點的同時, 快速有效地取得廣效果。創(chuàng)意內(nèi)容上一方面新穎奇特, 利用了用戶的好奇心, 使用戶更愿意主動關(guān)注廣告內(nèi)容, 另一方面通過聚光燈形式, 將用戶的注意力強制集中到廣告上。就這樣使用軟硬兼施的方法, 將廣告?zhèn)鬟_(dá)到用戶端, 并且達(dá)到良好的效果。由于創(chuàng)意在技術(shù)上的調(diào)整, 全屏網(wǎng)頁內(nèi)容都變灰放到后臺, 使廣告內(nèi)容以幾乎全屏的形式展現(xiàn)給用戶, 使廣告本身構(gòu)成的一個畫面, 疊加到網(wǎng)頁頁面上，以至于形成了一個全屏的廣告。 winger tuivasa-sheck, who scored two tries in the

7、 kiwis 20-18 semi-final win over england, has been passed fit after a lower-leg injury, while slater has been named at full-back but is still recovering from a knee injury aggravated against usa.both sides boast 100% records heading into the encounter but australia have not conceded a try since josh

8、 charnleys effort in their first pool match against england on the opening day.aussie winger jarryd hayne is the competitions top try scorer with nine, closely followed by tuivasa-sheck with eight.but it is recently named rugby league international federation player of the year sonny bill williams w

9、ho has attracted the most interest in the tournament so far.the kiwi - with a tournament high 17 offloads - has the chance of becoming the first player to win the world cup in both rugby league and rugby union after triumphing with the all blacks in 2011.id give every award back in a heartbeat just

10、to get across the line this weekend, said williams.the (lack of) air up there watch mcayman islands-based webb, the head of fifas anti-racism taskforce, is in london for the football associations 150th anniversary celebrations and will attend citys premier league match at chelsea on sunday.i am goin

11、g to be at the match tomorrow and i have asked to meet yaya toure, he told bbc sport.for me its about how he felt and i would like to speak to him first to find out what his experience was.uefa hasopened disciplinary proceedings against cskafor the racist behaviour of their fans duringcitys 2-1 win.

12、michel platini, president of european footballs governing body, has also ordered an immediate investigation into the referees actions.cska said they were surprised and disappointed by toures complaint. in a statement the russian side added: we found no racist insults from fans of cska. baumgartner t

13、he disappointing news: mission aborted.the supersonic descent could happen as early as sunda.the weather plays an important role in this mission. starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. the balloon, w

14、ith capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. it will climb higher than the tip of mount everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilo

15、meters) and into the stratosphere. as he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.the balloon will slowly drift to the edge of space at 120,000 feet ( then, i would assume, he will slowly step out onto something resembling an olympic diving platform.they bl

16、ew it in 2008 when they got caught cold in the final and they will not make the same mistake against the kiwis in manchester.five years ago they cruised through to the final and so far history has repeated itself here - the last try they conceded was scored by englands josh charnley in the opening g

17、ame of the tournament.that could be classed as a weakness, a team under-cooked - but i have been impressed by the kangaroos focus in their games since then.they have been concentrating on the sort of stuff that wins you tough, even contests - strong defence, especially on their own goal-line, comple

18、ting sets and a good kick-chase. theyve been great at all the unglamorous stuff that often goes unnoticed in the stands but not by your team-mates.it is as though their entire tournament has been preparation for the final.in johnathan thurston, cooper cronk, cameron smith and either billy slater or greg inglis at full-back they have a spine that is unmatched in rugby league. they have played in so many high-pressure games - a priceless a