電大03任務(wù)網(wǎng)絡(luò)廣告實(shí)務(wù)小抄參考

1、專業(yè)好文檔03任務(wù)試卷總分：100 測(cè)試時(shí)間：- 試卷得分：0一、 名詞解釋（共4道試題，共40分。）電子公告牌電子公告牌（bbs，bulletin board system縮寫(xiě)）是特定系統(tǒng)，以文本為主的網(wǎng)上討論組織。廣告主可以通過(guò)telnet方式或web方式在bbs的電子公告欄發(fā)布消息，商業(yè)信息以消息、新聞為主，具有快速、自由的特點(diǎn)。在bbs發(fā)布廣告信息采取寫(xiě)文章、發(fā)貼子和參與討論的方式，有別于旗幟廣告、圖標(biāo)廣告等廣告形式。插頁(yè)式廣告插頁(yè)式廣告，又稱為“彈跳廣告”，當(dāng)網(wǎng)民點(diǎn)擊某一網(wǎng)站或欄目，在該網(wǎng)站或欄目出現(xiàn)之前或出現(xiàn)的同時(shí)，會(huì)自動(dòng)跳出一個(gè)幅面略小（正常頁(yè)面的1/4左右或更?。┑拇翱趶V告。插

2、頁(yè)式廣告能夠吸引網(wǎng)民，特別是新網(wǎng)民的好奇心并加以點(diǎn)擊，因此目前國(guó)內(nèi)幾大門戶網(wǎng)站都廣泛采用。這種廣告形式與整個(gè)網(wǎng)絡(luò)世界自由、民主、平等的氛圍有點(diǎn)不協(xié)調(diào)，廣告要激起網(wǎng)民的興趣，否則容易適得其反。個(gè)性化策略個(gè)性化策略就是根據(jù)個(gè)人的需要、品位、興趣取向、上網(wǎng)習(xí)慣、消費(fèi)習(xí)慣為個(gè)人特別定制和定向發(fā)布特定廣告的策略,呈現(xiàn)“以人為本”的廣告模式。流媒體流媒體是指采用流式傳輸?shù)姆绞皆趇nternet/intranet播放的媒體格式，如音頻、視頻或多媒體文件。在播放前并不下載整個(gè)文件，只將開(kāi)始部分內(nèi)容存入內(nèi)存，在計(jì)算機(jī)中對(duì)數(shù)據(jù)包進(jìn)行緩存并使媒體數(shù)據(jù)正確地輸出。二、簡(jiǎn)答題（共1道試題，共20分。）得分：01.違法網(wǎng)

3、絡(luò)廣告有哪幾種表現(xiàn)形式？從現(xiàn)狀看，違法網(wǎng)絡(luò)廣告主要有以下幾種表現(xiàn)形式。 （1）誘餌廣告即廣告經(jīng)營(yíng)者對(duì)實(shí)際上不能進(jìn)行交易的商品做出廣告，或者對(duì)商品的數(shù)量、日期有顯著限制而在廣告中不予明示，以此引誘顧客前來(lái)購(gòu)買，并鼓動(dòng)其購(gòu)買廣告商品之外的商品。 （2）虛假?gòu)V告指廣告主利用虛假的事實(shí)進(jìn)行廣告，以騙取消費(fèi)者對(duì)其產(chǎn)品或服務(wù)的信任，從而成為購(gòu)買其商品或服務(wù)的潛在客戶。 （3）濫用名人肖像的廣告，一些網(wǎng)站（尤其是中小型網(wǎng)站）常常不經(jīng)名人的同意，擅自對(duì)其肖像進(jìn)行加工，制作成網(wǎng)頁(yè)或flash圖片，以擴(kuò)大自身的對(duì)外宣傳。 （4）違反行業(yè)規(guī)定的廣告。如果網(wǎng)絡(luò)經(jīng)營(yíng)者未能根據(jù)法律對(duì)特定行業(yè)的特殊規(guī)定進(jìn)行廣告活動(dòng)，則很可

4、能構(gòu)成違法廣告。 （5）廣告騷擾問(wèn)題，主要利用濫發(fā)電子郵件廣告的形式進(jìn)行，從而給用戶帶來(lái)?yè)p失。三、案例分析題（共1道試題，共40分。）得分：01. 案例： 產(chǎn)品背景：百事可樂(lè)作為目前世界飲料市場(chǎng)的巨頭, 多年來(lái)以勢(shì)不可當(dāng)?shù)乃俣劝l(fā)展著。其在不同領(lǐng)域的品牌營(yíng)銷概念常常成為廣告營(yíng)銷課本中的經(jīng)典案例。對(duì)快速消費(fèi)品行業(yè)來(lái)說(shuō), 其發(fā)展規(guī)模已經(jīng)形成一個(gè)固定營(yíng)銷模式, 并傳播和影響著越來(lái)越多發(fā)展中的全球企業(yè)。 媒體選擇：網(wǎng)易自 1997 年 6 月創(chuàng)立以來(lái), 憑借先進(jìn)的技術(shù)和優(yōu)質(zhì)的服務(wù), 網(wǎng)易深受廣大網(wǎng)民的歡迎, 曾兩次被中國(guó)五聯(lián)網(wǎng)絡(luò)信息中心 (c n n c ) 評(píng)選為中國(guó)十佳網(wǎng)站之首。截至 2006 年

5、9 月 30 日, 網(wǎng)易曰平均頁(yè)面瀏覽量更已超過(guò)了 66 億人次。 2o06 年網(wǎng)易首頁(yè)以遵從用戶體驗(yàn)為目標(biāo)的全新改版, 號(hào)稱網(wǎng)絡(luò)內(nèi)容建設(shè)的一場(chǎng)變革, 使得網(wǎng)易內(nèi)容整體優(yōu)勢(shì)繼續(xù)提升。目前網(wǎng)易的內(nèi)容都采取了兩欄結(jié)構(gòu), 頁(yè)面簡(jiǎn)潔、流暢、素雅, 從而鞏固了網(wǎng)易內(nèi)容模式的門戶地位。這樣優(yōu)勢(shì)的網(wǎng)站正利于百事這樣大品牌的投放。創(chuàng)意構(gòu)思： 強(qiáng)調(diào)勢(shì)不可當(dāng)?shù)牧α浚?百事可樂(lè)以勢(shì)不可當(dāng)?shù)牧α俊巴黄啤?平靜的頁(yè)面, 百事可愛(ài)的代言人蔡依林手托著百事的吉祥物出現(xiàn)在可樂(lè)旁, 一串廣告語(yǔ)和活動(dòng)信息從瓶中“流”出：祝您百事可樂(lè)！ 從網(wǎng)絡(luò)廣告的創(chuàng)意技巧和表現(xiàn)方式角度寫(xiě)出分析文字，要求 300 500 字。 該廣告主要的訴求是

6、百事公司的品牌營(yíng)銷理念。用迅猛不可抵擋的重疊凸顯的表達(dá)形式將百事代言人蔡依林手托著百事的吉祥物的形象推到網(wǎng)民面前。百事產(chǎn)品一直以來(lái)以現(xiàn)代時(shí)尚年輕人為主要消費(fèi)群體, 以青春、朝氣、時(shí)尚、個(gè)性的產(chǎn)品特點(diǎn)為切入宣傳點(diǎn)。因此在廣告形式和創(chuàng)意上決定突破傳統(tǒng)表現(xiàn)形式的局限, 使廣告剛進(jìn)入用戶視線中就展現(xiàn)超強(qiáng)爆發(fā)力, 用變形的頁(yè)面表現(xiàn)百事此次活動(dòng)銳不可當(dāng)?shù)幕馃岢潭? 從而提高用戶的參與興趣。 百事可樂(lè)以勢(shì)不可當(dāng)?shù)牧α俊巴黄啤?平靜的頁(yè)面, 百事可愛(ài)的代言人蔡依林手托著百事的吉祥物出現(xiàn)在可樂(lè)旁, 一串廣告語(yǔ)和活動(dòng)信息從瓶中“流”出：祝您百事可樂(lè)！ 突破傳統(tǒng)表現(xiàn)形式的局限, 使廣告剛進(jìn)入用戶視線中就展現(xiàn)超強(qiáng)爆發(fā)

7、力, 用變形的重疊展示的頁(yè)面表現(xiàn)百事此次活動(dòng)銳不可當(dāng)?shù)幕馃岢潭? 從而提高用戶的參與興趣。如此一來(lái), 無(wú)論是張揚(yáng)的表達(dá)方式還是極富視覺(jué)沖擊力的廣告內(nèi)容都使瀏覽者緊握鼠標(biāo)的手松弛下來(lái), 百辜的品牌在這個(gè)過(guò)程中被人們記住, 廣告效果印象深刻。1從網(wǎng)絡(luò)廣告的創(chuàng)意技巧和表現(xiàn)方式角度寫(xiě)出分析文字， 要求 300 500 字。 該廣告主要的訴求是百事公司的品牌營(yíng)銷理念。用迅猛不可抵擋的重疊凸顯的表達(dá)形式將百事代言人蔡依林手托著百事的吉祥物的形象推到網(wǎng)民面前。百事產(chǎn)品一直以來(lái)以現(xiàn)代時(shí)尚年輕人為主要消費(fèi)群體, 以青春、朝氣、時(shí)尚、個(gè)性的產(chǎn)品特點(diǎn)為切入宣傳點(diǎn)。因此在廣告形式和創(chuàng)意上決定突破傳統(tǒng)表現(xiàn)形式的局限,

8、使廣告剛進(jìn)入用戶視線中就展現(xiàn)超強(qiáng)爆發(fā)力, 用變形的頁(yè)面表現(xiàn)百事此次活動(dòng)銳不可當(dāng)?shù)幕馃岢潭? 從而提高用戶的參與興趣。 百事可樂(lè)以勢(shì)不可當(dāng)?shù)牧α俊巴黄啤?平靜的頁(yè)面, 百事可愛(ài)的代言人蔡依林手托著百事的吉祥物出現(xiàn)在可樂(lè)旁, 一串廣告語(yǔ)和活動(dòng)信息從瓶中“流”出：祝您百事可樂(lè)！ 突破傳統(tǒng)表現(xiàn)形式的局限, 使廣告剛進(jìn)入用戶視線中就展現(xiàn)超強(qiáng)爆發(fā)力, 用變形的重疊展示的頁(yè)面表現(xiàn)百事此次活動(dòng)銳不可當(dāng)?shù)幕馃岢潭? 從而提高用戶的參與興趣。如此一來(lái), 無(wú)論是張揚(yáng)的表達(dá)方式還是極富視覺(jué)沖擊力的廣告內(nèi)容都使瀏覽者緊握鼠標(biāo)的手松弛下來(lái), 百辜的品牌在這個(gè)過(guò)程中被人們記住, 廣告效果印象深刻。winger tuivas

9、a-sheck, who scored two tries in the 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 australi

10、a have not conceded a try since josh 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 play

11、er of the year sonny bill williams who 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 e

12、very award back in a heartbeat just 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

13、match at chelsea on sunday.i am going 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 behaviou

14、r of their fans duringcitys 2-1 win.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 insu

15、lts from fans of cska. baumgartner the 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

16、 limited cloud cover. the balloon, with 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 comme

17、rcial airliners (5.6 miles/9.17 kilometers) 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 resemblin

18、g an olympic diving platform.they blew 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 eng

19、lands josh charnley in the opening game 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, completing sets and a good kick-chase. theyve been great at all the unglamorous stuff that o