中央開放教育電大中外廣告史形考作業(yè)04任務試題及答案參考小抄

1、中央電大形考作業(yè)中外廣告史 (抽取第六套試卷)試卷總分：100 測試時間：-一、單項選擇題（共20道試題，共20分。）1.19世紀，世界廣告的中心是（B ） A. 英國 B. 美國 C. 中國 D. 德國2.早期廣告教育正規(guī)化的主要推動者是成立于1905年的（B ），它是美國廣告協(xié)會的前身。A. 廣告代理商協(xié)會 B. 美國聯(lián)合廣告俱樂部C. 廣告主協(xié)會 D. 廣告審查委員會滿分：1分3.國際上比較流行的廣告代理制度有商品細分廣告代理制度與媒介細分廣告代理制度，其中，前一種以（A ）為代表。A. 美國 B. 法國 C. 英國 D. 日本滿分：1分4.世界上最早的報紙廣告出現(xiàn)在（A ）。A. 英國

2、 B. 美國 C. 中國 D. 德國滿分：1分5.1920年，世界上第一家正式注冊的廣播電臺以報道總統(tǒng)競選開始了正式的電臺商業(yè)廣告營業(yè)，這家電臺是（A ）的KDKA廣播電臺。A. 中國 B. 美國 C. 英國 D. 德國滿分：1分6.美國第一份刊登廣告的報紙是（B ）。A. 賓夕法尼亞日報 B. 波士頓新聞通訊C. 民眾雜志 D. 華盛頓郵報滿分：1分7.1841年，（C ）在美國費城開辦了第一家廣告公司。A. 富蘭克林 B. 路威爾 C. 帕爾默 D. 艾爾滿分：1分8.日本最早的雜志是1876年創(chuàng)刊的（C ）。A. 世界 B. 科學 C. 西洋雜志 D. 讀書滿分：1分9.日本廣告代理業(yè)的

3、開始的標志是（B ）A. 1871年，橫濱每日新聞的創(chuàng)刊B. 1880年，“空氣堂組”的開業(yè)C. 江藤直純創(chuàng)辦弘報堂D. 湯澤精司創(chuàng)辦廣告社滿分：1分10.以下哪個獎項屬于廣告創(chuàng)作人員的專獎？（B ）A. 廣告片凱撒獎 B. 藝術指導俱樂部獎C. 商校大獎 D. 戛納國際廣告節(jié)滿分：1分11.1729年，被稱為美國廣告業(yè)之父的（C ）創(chuàng)辦了賓夕法尼亞日報。A. 帕爾默 B. 路威爾 C. 富蘭克林 D. 艾爾滿分：1分12.廣告片凱撒獎的舉辦國是（C ）。A. 日本 B. 英國 C. 法國 D. 美國滿分：1分13.1911年著名的普令泰因克廣告法草案被認為是（B）最早的廣告法案。A. 英國

4、B. 美國 C. 法國 D. 德國滿分：1分14.世界上第一個開辦衛(wèi)星直播電視的國家是（C ）A. 美國 B. 英國 C. 日本 D. 中國滿分：1分15.日本最早的日刊報紙創(chuàng)刊于（B ）。A. 1869年 B. 1871年 C. 1872年 D. 1868年滿分：1分16.以下哪個獎項的評委完全由巴黎市區(qū)和郊區(qū)的消費者組成？（C ） A. 廣告片凱撒獎 B. 藝術指導俱樂部獎C. 商校大獎 D. 戛納國際廣告節(jié)滿分：1分17.在印刷術應用的初期，世界廣告興起的中心是在（ ）。A. 英國 B. 美國 C. 中國 D. 德國滿分：1分18.美國最重要的行業(yè)自我管理機構是（C ）。它除了對本行業(yè)的

5、廣告進行監(jiān)督管理外，還對國家的廣告活動提出意見，對政府指定的法律法規(guī)做出反應。 A. 廣告代理商協(xié)會 B. 廣告主協(xié)會 C. 廣告聯(lián)合會 D. 全國廣播家協(xié)會滿分：1分19.在英國，管理報刊廣告的官方機構是（B ）。A. 英國廣告人聯(lián)合會 B. 英國廣告標準局C. 英國廣告商協(xié)會 D. 報紙出版者協(xié)會滿分：1分20.日本最大的廣播、電視機構是(D )。A. 日本電視網(wǎng)廣播公司 B. 日本放送協(xié)會 C. 完善電視臺 D. 日本廣播協(xié)會滿分：1分二、多項選擇題（共10道試題，共20分。）1.20世紀60年代開始，前蘇聯(lián)全國的廣告工作的領導單位是（CD ）A. 全蘇工商部B. 蘇聯(lián)廣告協(xié)會C. 全蘇

6、貿(mào)易部D. “部際廣告協(xié)會”滿分：2分2.在國際廣告管理中，關系到人們健康的商品，如（ABCD ）的廣告、商標或標簽受到最多的限制或禁止。A. 食品B. 化妝品C. 飲料D. 藥品滿分：2分3.美國的三大廣播電視網(wǎng)是（BCD ）A. 美國廣播電視公司B. 美國廣播公司C. 全國廣播公司D. 哥倫比亞廣播公司滿分：2分4.電視、廣播廣告審查機構RFP的組成單位包括（ABCD ）A. 政府B. 電視臺C. 消費者協(xié)會D. 廣告公司滿分：2分5.進入21世紀以后，廣告宣傳的特點主要表現(xiàn)在（ABCD ）。A. 廣告宣傳突出了社會責任感B. 廣告宣傳突出人生、人格的價值C. “軟性廣告”更能滿足消費者的

7、需要D. 廣告的個性化更為突出滿分：2分6.廣告國際化在組織上的發(fā)展，帶來了廣告業(yè)的一些變化趨勢，如（ABC ）。A. 廣告語言的全球一體化B. “一對一”廣告代理制的衰落C. 對廣告經(jīng)營管理人才的需求D. 對設計繪畫人才的需求滿分：2分7.1841年，伏爾尼帕爾默在美國費城開辦了第一家廣告公司。該廣告公司在創(chuàng)辦之初主要承擔的工作是（BD ）A. 幫助客戶進行廣告設計B. 為客戶購買報紙廣告版面C. 幫助客戶進行市場調(diào)研D. 為客戶購買廣告文字滿分：2分8.公元1450年以前，外國廣告的主要形式有（ACD ）A. 叫賣廣告B. 文字廣告C. 印刷廣告D. 商標字號廣告滿分：2分9.在美國的國際

8、性雜志中，以新聞為主要特色的雜志包括（BC ）。A. 國家地理B. 時代C. 新聞周刊D. 讀者文摘滿分：2分10.下列廣告形式中，在公元前6世紀羅馬奴隸制共和國就已經(jīng)出現(xiàn)的是（ACD ）。A. 招牌廣告B. 新聞信C. 音響廣告D. 壁報廣告滿分：2分三、名詞解釋（共3道試題，共12分。）1.“新聞信”“新聞信”出現(xiàn)于十三四世紀左右的歐洲，是印刷廣告之外最早的報紙雛形，其內(nèi)容主要是報道市場行情和商品信息。2. 媒介細分廣告代理制度媒介細分代理制度以日本為代表，通常數(shù)家廣告代理商對某一相同客戶提供服務是以媒介細分來分擔。3. 商品細分廣告代理制度商品細分廣告代理制度以美國為代表，指對于同一種競

9、爭性的商品只接受一個客戶，同時對客戶所委托的商品全權負責。不僅只提供廣告制作與宣傳，還要參與商品規(guī)劃與計劃、流通、促銷、市場調(diào)查等全盤性的廣告服務，這就是“商品細分廣告代理”制度，又稱為“一商品一客戶”的廣告代理制度。四、簡答題（共3道試題，共30分。）1.高科技的發(fā)展將為廣告業(yè)帶來哪些巨大變化？1.高科技促進了現(xiàn)代信息通訊技術的發(fā)展，從而使廣告媒介技術進入了空前繁榮的發(fā)展時期。2.由于電腦技術的運用，廣告業(yè)的調(diào)查手段和組織管理將更加現(xiàn)代化，范圍將更加廣泛，效率也將大幅度提高。3.電腦設計以其先進的技術手段在廣告領域大顯身手。4.高科技的運用，不僅開拓和發(fā)展了新的媒介技術，而且對原有的媒介技術

10、進行了大幅度的改進，使其發(fā)生了質(zhì)的飛躍。2.簡述在外國廣告演變史上，早期叫賣廣告產(chǎn)生的背景以及有哪些形式？1早在古希臘、古羅馬時期，一些沿海城市的商業(yè)比較發(fā)達，廣告已有叫賣、陳列、音響、文圖、詩歌和商店招牌等多種。2在古希臘城里，人們吆喝出有節(jié)奏的聲音，販售奴隸、牲畜及手工藝品、日用品等，是最古老的叫賣廣告。古羅馬的大街上充滿了叫賣的商販。3有的商人們把叫賣的內(nèi)容編成歌曲、小調(diào)，并配以發(fā)出音響的工具，組成了一曲叫賣的交響樂。他們運用悅耳的嗓音去吸引消費者注意。在古代雅典，曾流行類似四行詩形式的廣告。例如：“為了兩眸晶瑩，為了兩頰緋紅；/為了人老珠不黃，也為了合理的價錢，每一個在行的女人都會購買

11、埃斯克里普托制造的化妝品?！?古希臘雅典城內(nèi)，有一種管理城區(qū)街道生活的半官方人物，經(jīng)常在大街上叫喊，口頭告示民眾關于貨物上市的行情。3.日本的廣告管理主要由哪些部分構成？日本的廣告管理主要是由自律和他律構成，自律與他律相互制約平衡，形成了一個完整的廣告管理體系：1他律。主要指國家法律法規(guī)行政管理。日本有各種有關的法律、條例、規(guī)約、標準等都對廣告活動做了明確的規(guī)定，形成了一個龐大的廣告法制網(wǎng)絡。日本政府管理廣告主要是通過法律來規(guī)范廣告行為、調(diào)節(jié)廣告活動所產(chǎn)生的各種社會關系。2廣告行業(yè)自律。在國家的法律和行政管理之外，廣告行業(yè)自律起到了十分重要的作用，這是日本廣告業(yè)管理和規(guī)范的一個重要的特點。廣告

12、主、廣告公司、媒介三者齊心協(xié)力，對內(nèi)嚴格管理，對外努力提升行業(yè)的整體形象，成為保障這一行業(yè)良性發(fā)展的一個重要因素。五、論述題（共1道試題，共18分。）1.為什么說商品細分代理制度是較有效、合理的做法？商品細分代理制度的最大優(yōu)點是使得廣告客戶、廣告代理商與媒介三者共存共榮：1廣告代理商，必然不能同時接受兩家相互競爭的商品客戶。因此，商品的秘密得以保守。2廣告代理商在進行廣告市場行銷策略制定時，會與廣告客戶站在同一立場。3如果廣告代理商的服務不能令客戶滿意，廣告客戶可解除契約，尋找新的廣告代理商。4廣告代理商為了不被解除契約，一定會全力為廣告產(chǎn)品開展各項廣告促銷活動，提高工作效益。5廣告代理商與廣

13、告客戶的關系依契約而存在。從而在廣告代理商之間，因相互競爭而提高廣告服務品質(zhì)。6廣告代理商所擁有的客戶，相互之間都不沖突，就可借用彼比的經(jīng)驗。廣告代理商對客戶全過程的一致性服務，可以將最好的創(chuàng)意提供給唯一的商品客戶。7廣告代理商因自己負責的商品銷售增加，而獲得更多的利益；同時，廣告客戶也因其服務良好而擴大其商品代理的范圍。由此可以看出，商品細分廣告代理制度是較為有效、合理與合乎國際慣例的作法。廣告代理商在這種潮流下也逐漸向商品細分制度靠擾。請您刪除一下內(nèi)容，O(_)O謝謝！2016年中央電大期末復習考試小抄大全，電大期末考試必備小抄，電大考試必過小抄Basketball can make a

14、true claim to being the only major sport that is an American invention. From high school to the professional level, basketball attracts a large following for live games as well as television coverage of events like the National Collegiate Athletic Association (NCAA) annual tournament and the Nationa

15、l Basketball Association (NBA) and Womens National Basketball Association (WNBA) playoffs. And it has also made American heroes out of its player and coach legends like Michael Jordan, Larry Bird, Earvin Magic Johnson, Sheryl Swoopes, and other great players. At the heart of the game is the playing

16、space and the equipment. The space is a rectangular, indoor court. The principal pieces of equipment are the two elevated baskets, one at each end (in the long direction) of the court, and the basketball itself. The ball is spherical in shape and is inflated. Basket-balls range in size from 28.5-30

17、in (72-76 cm) in circumference, and in weight from 18-22 oz (510-624 g). For players below the high school level, a smaller ball is used, but the ball in mens games measures 29.5-30 in (75-76 cm) in circumference, and a womens ball is 28.5-29 in (72-74 cm) in circumference. The covering of the ball

18、is leather, rubber, composition, or synthetic, although leather covers only are dictated by rules for college play, unless the teams agree otherwise. Orange is the regulation color. At all levels of play, the home team provides the ball. Inflation of the ball is based on the height of the balls boun

19、ce. Inside the covering or casing, a rubber bladder holds air. The ball must be inflated to a pressure sufficient to make it rebound to a height (measured to the top of the ball) of 49-54 in (1.2-1.4 m) when it is dropped on a solid wooden floor from a starting height of 6 ft (1.80 m) measured from

20、the bottom of the ball. The factory must test the balls, and the air pressure that makes the ball legal in keeping with the bounce test is stamped on the ball. During the intensity of high school and college tourneys and the professional playoffs, this inflated sphere commands considerable attention

21、. Basketball is one of few sports with a known date of birth. On December 1, 1891, in Springfield, Massachusetts, James Naismith hung two half-bushel peach baskets at the opposite ends of a gymnasium and out-lined 13 rules based on five principles to his students at the International Training School

22、 of the Young Mens Christian Association (YMCA), which later became Springfield College. Naismith (1861-1939) was a physical education teacher who was seeking a team sport with limited physical contact but a lot of running, jumping, shooting, and the hand-eye coordination required in handling a ball

23、. The peach baskets he hung as goals gave the sport the name of basketball. His students were excited about the game, and Christmas vacation gave them the chance to tell their friends and people at their local YMCAs about the game. The association leaders wrote to Naismith asking for copies of the r

24、ules, and they were published in the Triangle, the school newspaper, on January 15,1892. Naismiths five basic principles center on the ball, which was described as large, light, and handled with the hands. Players could not move the ball by running alone, and none of the players was restricted again

25、st handling the ball. The playing area was also open to all players, but there was to be no physical contact between players; the ball was the objective. To score, the ball had to be shot through a horizontal, elevated goal. The team with the most points at the end of an allotted time period wins. E

26、arly in the history of basketball, the local YMCAs provided the gymnasiums, and membership in the organization grew rapidly. The size of the local gym dictated the number of players; smaller gyms used five players on a side, and the larger gyms allowed seven to nine. The team size became generally e

27、stablished as five in 1895, and, in 1897, this was made formal in the rules. The YMCA lost interest in supporting the game because 10-20 basketball players monopolized a gymnasium previously used by many more in a variety of activities. YMCA membership dropped, and basketball enthusiasts played in l

28、ocal halls. This led to the building of basketball gymnasiums at schools and colleges and also to the formation of professional leagues. Although basketball was born in the United States, five of Naismiths original players were Canadians, and the game spread to Canada immediately. It was played in F

29、rance by 1893; England in 1894; Australia, China, and India between 1895 and 1900; and Japan in 1900. From 1891 through 1893, a soccer ball was used to play basketball. The first basketball was manufactured in 1894. It was 32 in (81 cm) in circumference, or about 4 in (10 cm) larger than a soccer ba

30、ll. The dedicated basketball was made of laced leather and weighed less than 20 oz (567 g). The first molded ball that eliminated the need for laces was introduced in 1948; its construction and size of 30 in (76 cm) were ruled official in 1949. The rule-setters came from several groups early in the

31、1900s. Colleges and universities established their rules committees in 1905, the YMCA and the Amateur Athletic Union (AAU) created a set of rules jointly, state militia groups abided by a shared set of rules, and there were two professional sets of rules. A Joint Rules Committee for colleges, the AA

32、U, and the YMCA was created in 1915, and, under the name the National Basketball Committee (NBC) made rules for amateur play until 1979. In that year, the National Federation of State High School Associations began governing the sport at the high school level, and the NCAA Rules Committee assumed ru

33、le-making responsibilities for junior colleges, colleges, and the Armed Forces, with a similar committee holding jurisdiction over womens basketball. Until World War II, basketball became increasingly popular in the United States especially at the high school and college levels. After World War II,

34、its popularity grew around the world. In the 1980s, interest in the game truly exploded because of television exposure. Broadcast of the NCAA Championship Games began in 1963, and, by the 1980s, cable television was carrying regular season college games and even high school championships in some sta

35、tes. Players like Bill Russell, Wilt Chamberlain, and Lew Alcindor (Kareem Abdul-Jabbar) became nationally famous at the college level and carried their fans along in their professional basketball careers. The womens game changed radically in 1971 when separate rules for women were modified to more

36、closely resemble the mens game. Television interest followed the women as well with broadcast of NCAA championship tourneys beginning in the early 1980s and the formation of the WNBA in 1997. Internationally, Italy has probably become the leading basketball nation outside of the United States, with

37、national, corporate, and professional teams. The Olympics boosts basketball internationally and has also spurred the womens game by recognizing it as an Olympic event in 1976. Again, television coverage of the Olympics has been exceptionally important in drawing attention to international teams. The

38、 first professional mens basketball league in the United States was the National Basketball League (NBL), which debuted in 1898. Players were paid on a per-game basis, and this league and others were hurt by the poor quality of games and the ever-changing players on a team. After the Great Depressio

39、n, a new NBL was organized in 1937, and the Basketball Association of America was organized in 1946. The two leagues came to agree that players had to be assigned to teams on a contract basis and that high standards had to govern the game; under these premises, the two joined to form the National Ba

40、sketball Association (NBA) in 1949. A rival American Basketball Association (ABA) was inaugurated in 1967 and challenged the NBA for college talent and market share for almost ten years. In 1976, this league disbanded, but four of its teams remained as NBA teams. Unification came just in time for ma

41、jor television support. Several womens professional leagues were attempted and failed, including the Womens Professional Basketball League (WBL) and the Womens World Basketball Association, before the WNBA debuted in 1997 with the support of the NBA. James Naismith, originally from Al-monte, Ontario

42、, invented basketball at the International YMCA Training School in Springfield, Massachusetts, in 1891. The game was first played with peach baskets (hence the name) and a soccer ball and was intended to provide indoor exercise for football players. As a result, it was originally a rough sport. Alth

43、ough ten of Naismiths original thirteen rules remain, the game soon changed considerably, and the founder had little to do with its evolution. The first intercollegiate game was played in Minnesota in 1895, with nine players to a side and a final score of nine to three. A year later, the first five-

44、man teams played at the University of Chicago. Baskets were now constructed of twine nets but it was not until 1906 that the bottom of the nets were open. In 1897, the dribble was first used, field goals became two points, foul shots one point, and the first professional game was played. A year late

45、r, the first professional league was started, in the East, while in 1900, the first intercollegiate league began. In 1910, in order to limit rough play, it was agreed that four fouls would disqualify players, and glass backboards were used for the first time. Nonetheless, many rules still differed,

46、depending upon where the games were played and whether professionals, collegians, or YMCA players were involved. College basketball was played from Texas to Wisconsin and throughout the East through the 1920s, but most teams played only in their own regions, which prevented a national game or audien

47、ce from developing. Professional basketball was played almost exclusively in the East before the 1920s, except when a team would barnstorm into the Midwest to play local teams, often after a league had folded. Before the 1930s very few games, either professional or amateur, were played in facilities

48、 suitable for basketball or with a perfectly round ball. Some were played in arenas with chicken wire separating the players from fans, thus the word cagers, others with posts in the middle of the floor and often with balconies overhanging the corners, limiting the areas from which shots could be ta

49、ken. Until the late 1930s, all players used the two-hand set shot, and scores remained low. Basketball in the 1920s and 1930s became both more organized and more popular, although it still lagged far behind both baseball and college football. In the pros, five urban, ethnic teams excelled and played

50、 with almost no college graduates. They were the New York Original Celtics; the Cleveland Rosenblums, owned by Max Rosenblum; Eddie Gottliebs Philadelphia SPHAs (South Philadelphia Hebrew Association); and two great black teams, the New York Renaissance Five and Abe Sapersteins Harlem Globetrotters,

51、 which was actually from Chicago. While these teams had some notable players, no superstars, such as Babe Ruth, Jack Dempsey, or Red Grange, emerged to capture the publics attention as they did in other sports of the period. The same was true in college basketball up until the late 1930s, with coach

52、es dominating the game and its development. Walter Doc Meanwell at Wisconsin, Forrest Phog Allen at Kansas, Ward Piggy Lambert at Purdue, and Henry Doc Carlson at Pittsburgh all made significant contributions to the games development: zone defenses, the weave, the passing game, and the fast break. I

53、n the decade preceding World War II, five events changed college basketball and allowed it to become a major spectator sport. In 1929, the rules committee reversed a decision that would have outlawed dribbling and slowed the game considerably. Five years later, promoter Edward Ned Irish staged the f

54、irst intersectional twin bill in Madison Square Garden in New York City and attracted more than 16,000 fans. He demonstrated the appeal of major college ball and made New York its center. In December 1936, Hank Luisetti of Stanford revealed the virtues of the one-handed shot to an amazed Garden audi

55、ence and became the first major collegiate star. Soon thereafter, Luisetti scored an incredible fifty points against Duquesne, thus ending the Easts devotion to the set shot and encouraging a more open game. In consecutive years the center jump was eliminated after free throws and then after field g

56、oals, thus speeding up the game and allowing for more scoring. In 1938, Irish created the National Invitation Tournament (NIT) in the Garden to determine a national champion. Although postseason tournaments had occurred before, the NIT was the first with major colleges from different regions and pro

57、ved to be a great financial success. The National Collegiate Athletic Association (NCAA) created its own postseason tournament in 1939 but did not rival the NIT in prestige for some time. The 1940s saw significant changes for college basketball. Players began using the jump shot after Kenny Sailors

58、of Wyoming wowed the East with it in 1943. The behind-the-back dribble and pass also appeared, as did exceptional big men. Bob Kurland at Oklahoma A&M was almost seven feet tall and George Mikan at DePaul was six feet ten inches. While Kurland had perhaps the better college career and played in two

59、Olympics, he chose not to play professional ball, whereas Mikan became the first dominant star in the pros. Their defensive play inspired the rule against goal tending (blocking a shot on its downward flight). Adolph Rupp, who played under Phog Allen, also coached the first of his many talented team

60、s at Kentucky in that decade. However, in 1951, Rupp and six other coaches suffered through a point-shaving scandal that involved thirty-two players at seven colleges and seriously injured college basketball, particularly in New York, where four of the seven schools were located. While the game surv