電大廣告創(chuàng)意與表現(xiàn)形考作業(yè)判斷題答案

1、1.廣告創(chuàng)意是表現(xiàn)廣告主題、能有效與受眾溝通的藝術(shù)構(gòu)思。 （ ） b. 正確2. 廣告策略是從廣告運動的各個環(huán)節(jié)出發(fā) ( 諸如創(chuàng)意策略、表現(xiàn)策略、媒介策略、市場策略等 ), 為了貫徹戰(zhàn)略方針、實現(xiàn)戰(zhàn)略目標而采用的總體方式或手段。（ ）a. 錯誤3.廣告創(chuàng)意必須緊密圍繞廣告主題, 并全力表現(xiàn)廣告主題。（ ） b. 正確4.相關(guān)性是指廣告必須與商品、消費者、競爭者相關(guān)。作廣告之前要徹底了解商品, 廣告要傳達出商品的優(yōu)勢。并且要把了解關(guān)聯(lián)到消費者的需要上面。找出商品最能滿足消費者需要的利益點, 這是相關(guān)性的要旨。一一廣告與商品有關(guān)聯(lián)性才有意義。（ ） b. 正確5.品牌的形象即品牌的 “個性化” 。

2、品牌形象論的核心思想就是: 賦予品牌個性以某種定義, 而這種定義正好迎合消費者渴望的幻想或心態(tài), 使該品牌在消費者心理上形成良好的形象, 從而產(chǎn)生積極的心理效應(yīng), 如品牌偏好、品牌忠誠及認牌購買傾向等。（ ） a. 錯誤1.人們往往對支持自己觀點的信息產(chǎn)生偏好。（ ） b. 正確2.可以被感受器感受到的最大刺激值，叫做絕對閾限。（ ） a. 錯誤3.在照度、距離和位置等發(fā)生變化的條件下，人們對物體的知覺仍舊保持不變的趨勢。知覺的這種不變性,稱為顏色恒常性。（ ） a. 錯誤4.差別閾限指的是最大可察覺到的刺激差異量，簡稱最大可覺差。（ ） a. 錯誤5.想象中的形象可以是過去的、現(xiàn)在和將來的事

3、物，甚至可以是現(xiàn)實中根本不存在的形象，所以說想象是可以完全脫離客觀現(xiàn)實的。（ ） a. 錯誤6.如果條件刺激沒有被不斷強化，這種刺激可能會逐漸消退甚至是走向反面，而且這種消退永遠也無法恢復(fù)。（ ） a. 錯誤7.美譽度的形成完全依賴于企業(yè)或商品的品質(zhì)、服務(wù)等客觀特性，與其他要素關(guān)系不大。（ ） a. 錯誤8.差別閾限在價格策略的一個應(yīng)用就是讓降價幅度小于差別閾限。（ ） a. 錯誤9.所有的廣告都能成為購買商品的誘因。（ ） a. 錯誤10.創(chuàng)造想象屬于一種無意想象。（ ） a. 錯誤1.恐懼廣告常用于公益廣告中，廣告的效果和受眾對廣告的記憶度與恐懼的強度成正比。（ ） a. 錯誤2.不是每一

4、個行業(yè)都存在形象要素體系的。（ ） a. 錯誤3.一般來說，消費者做購買決策時會把產(chǎn)品的所有特性群不加以考慮。（ ） a. 錯誤4.態(tài)度改變的協(xié)調(diào)理論指出，原先的態(tài)度離中性態(tài)度越近，態(tài)度越容易變化；態(tài)度越極端，變化越難。（ ） b. 正確5.名人與產(chǎn)品之間的一致性越高，廣告的效果越好。（ ） a. 錯誤6.兩極性是情感或情緒的一個重要性質(zhì)。（ ） b. 正確7.情感在說服過程中的作用跟受眾的精細加工水平密切相關(guān)：當受眾的精細加工水平較高時，情感直接影響態(tài)度的變化；當受眾的精細加工水平較低時，情感作用通過影響認知反應(yīng)，中介著態(tài)度的變化。（ ） a. 錯誤8.網(wǎng)絡(luò)理論告訴我們，在實際中沒有純情感訴

5、求的東西。（ ） b. 正確9.自然需要是指個體對文化藝術(shù)、道德、知識、交往以及勞動等的需求。（ ） a. 錯誤10.文化價值觀的不同可能對企業(yè)視覺識別形成制約。（ ） b. 正確winger tuivasa-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 k

6、nee injury aggravated against usa.both sides boast 100% records heading into the encounter but australia 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 f

7、ollowed by tuivasa-sheck with eight.but it is recently named rugby league international federation player 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 th

8、e 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 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 lo

9、ndon for the football associations 150th anniversary celebrations and will attend citys premier league 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

10、out what his experience was.uefa hasopened disciplinary proceedings against cskafor the racist behaviour 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 surpris

11、ed and disappointed by toures complaint. in a statement the russian side added: we found no racist insults 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

12、 ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and 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

13、 of mount everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial 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

14、 edge of space at 120,000 feet ( then, i would assume, he will slowly step out onto something resembling 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

15、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 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

16、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 often goes unnoticed in the stands but not by your team-mates.it is as thoug

17、h 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 asset going into saturda