最新2019年中央开放教育电大《网络广告实务》形考作业1-4参考答案必考重点.doc

中央电大网络广告实务形考作业01任务一、填空题（共10道试题，共10分。）1.互联网是一个把 计算机 连接起来的全球性的信息网络。2.互联网是一个自由开放的体系, 无人负责 管理 监控。 加入互联网的各个成员构成了一个松散的联邦，各成员之间没有上下隶属关系, 他们在一定的游戏规则约束下各自独立地处理内部事务。3.我们一般称一个站点众多页面中的首页为 主页 ( Home-page ),它包含了一个站点的基本信息, 通常用来对整个站点的信息组织结构进行综合介绍, 是访问一个站点的入口。4.人们不仅可以阅读或消费互联网媒介的内容, 还可以生活在这个媒介中, 互联网因此也就成为了一种的 虚拟 平台（社会）。5.传统媒介发布信息的形式总是或多或少受到限制, 互联网则可以实现数据、文本、声音及各种图像在单一的、数字化环境中的 一体化 的信息交流。6.随着网络新技术载体的出现，传统的广告信息调查、试前调查、执行调查、 媒体调查 和广告效果调查都需要与网站结合，从而实现“一对一”的信息传播模式。7.网络广告导向策略有利益导向策略、情感导向策略、观念导向策略、生活导向策略、权威导向策略、 名人导向 策略等。8.广义的网络经济则是与现代信息传输网络相关联的硬件设备、软件产品及网络交易等经济活动的总称 。9.通过网上商务活动，商贸企业可以及时获取消费者消息，精准制定进货计划，通过电子网络促进销售，从而提高效率、 降低 成本，获取更大的效益。10.链式文案诉求的突出特点是瞬时组合连接， 多层信息 的递进式传播更能符合网民的急切求知心态和求知逻辑。二、名词解释（共4道试题，共20分。）1.（互联网上的）服务: （互联网上的）服务是指主机在获取或发布信息时，互联网为其提供数据传输上技术支持。2.门户网站: 门户型网站就是提供搜索引擎或全文检索以便于网络用户查找和登录其他网站的一种网站类型。著名的搜索引擎网站雅虎()是世界第一门户网站。而以中文检索闻名的新浪网()在中国的网络业界内具有领头地位。3.动机：动机是主观推动的有指向性的信息，在很多情况下，特别是新闻范畴，它往往被看作是态度、观点或意见。4.示静态展：示静态展是指网络广告中的文案或画面都保持静止，而不以跳动、闪动的形式出现。较常见的有巨幅静态广告和弹出式静态广告，也有各类旗帜广告和方形静态广告，通常为JPG格式或BMP格式，所占空间也较小。这种展示形式是最早的网络广告形式。三、简答题（共1道试题，共10分。）1.网络广告市场存在着哪些主要问题？1从广告主的角度来说，广告的效果难以保证。广告主投放广告的基本依据主要有：网络的规模，用户分布，上网习惯，网站的访问率，热门的网页与栏目，访问繁忙时段等因素，但是中国至今尚没有标准的网站访客统计及分析系统，也没有一家专业权威的审计机构来公正地评估诸多网站的访客流量，或者提出一个通用可信的统计标准。网站的点击数实际上是从网页上提取信息点的数量，网页上的每一个图标，链接点都产生点击，所以一篇网页的一次被访问由于所含图标数量，浏览器设置的不同，可以产生多次点击。 2. 从广告经营者的角度来说，网络广告不正当竞争影响正常的市场秩序。从严格意义上说，利用网络广告进行不正当竞争并不体现在广告的内容、形式及其制作和发布上，而是表现在利用数字技术的新形式上。这些形式主要有：使用加框的超链接，即以分割视窗的方式将他人网站的内容呈现在自己网站的网页上，当浏览者点击链接时，他人网站的内容就会出现在该网页的某一区域内，而该网页的广告则始终呈现在浏览者面前，这样，该网站的广告即可借助其他网站的内容被宣传；抄袭他人网站的内容；利用关键字技术，即投机者采取一定的技术，使浏览者在搜索关键字所属网站时，该投机者自己的网页也同时打开。目前的法律主要侧重于对传统商业广告和不正当竞争行为作出规定，而对于利用网络广告进行不正当竞争的情形鲜有规定，这是急需解决的问题。 3. 从网络媒体的角度来说，不仅未能给广告主和广告公司提供详实的资料。而且收费标准也没有明确规定。目前各个网站的收费标准不尽相同。为争夺网络广告市场，网络广告价格正陷入无序竞争局面。事实上，国内网上广告市场能够形成广告效应的网站并不很多。大小网站抢占网络广告市场，也使网站强愈强弱愈弱的局面。四、论述题（共1道试题，共20分。）1.谈谈网络广告促销的变化。1 时空观念的变化。目前我们的社会正处于两种不同的时空交替作用时期。在传统营销概念下，我们的生活和生产是建立在工业化社会顺序上的，在这个顺序中存在精确的时间和空间，而网络促销则没有物理上的空间和时间的限制。企业的营销人员要认识到这种时空概念的变化，调整自己的促销策略和具体实施方案。2 信息沟通方式的变化。促销的基础是买卖双方信息的沟通。网络可以同时传播多种形式的信息，如文字、图像图片、声音等多媒体形式。网络促销双向的、快捷的互不见面的信息传播又能够将买卖双方的意愿表达的淋漓尽致，也留给对方充分的时间思考，近似实现现实交易。3 消费群体和消费行为的变化。在网络环境下，消费者的观念及其消费行为都发生了很大的变化；网上购物者是一个特殊的群体，具有不同于一般大众的消费需求。这些消费者直接参与生产和商业流通的循环，普遍进行大范围的选择和理性的购买。这些变化对传统的促销理论和模式产生了重要的影响。五、案例分析题（共1道试题，共40分。）网易英特尔酷睿 2 双核处理器网络广告案例分析如下：采用聚光灯画面表现形式, 打破传统网络广告限制, 全页面显示广告创意, 产品犹如明星一般展现在用户面前, 并降低用户的广告反感度。在突现产品特点的同时, 快速有效地取得广效果。创意内容上一方面新颖奇特, 利用了用户的好奇心, 使用户更愿意主动关注广告内容, 另一方面通过聚光灯形式, 将用户的注意力强制集中到广告上。就这样使用软硬兼施的方法, 将广告传达到用户端, 并且达到良好的效果。由于创意在技术上的调整, 全屏网页内容都变灰放到后台, 使广告内容以几乎全屏的形式展现给用户, 使广告本身构成的一个画面, 叠加到网页页面上，以至于形成了一个全屏的广告。 02任务一、 名词解释（共4道试题，共40分。）1. 网络广告策划网络广告策划是指在充分的市场调查和研究基础上，以企业广告总体战略为出发点，对网络广告活动进行运筹和规划。2. 门户网站门户网站。门户型网站就是提供搜索引擎或全文检索以便于网络用户查找和登录其他网站的一种网站类型。著名的搜索引擎网站雅虎()是世界第一门户网站。而以中文检索闻名的新浪网( )在中国的网络业界内具有领头地位。3. 软件调查法软件调查法指网络媒介利用软件在网上对受众的身份、活动进行调查。它可以调查受众的身份、IP地址、电子信箱地址、上网习惯和爱好、使用媒介的情况等多种信息。其大致分为两种：服务器软件调查法和Cookie技术跟踪法。4. 示静态展示静态展是指网络广告中的文案或画面都保持静止，而不以跳动、闪动的形式出现。较常见的有巨幅静态广告和弹出式静态广告，也有各类旗帜广告和方形静态广告，通常为JPG格式或BMP格式，所占空间也较小。这种展示形式是最早的网络广告形式。二、 简答题（共1道试题，共20分。）1. 品牌网站建设有那两种模式？建立品牌的目的地网站。建立并维持良好运行并不像许多人想象的那样简单，只需申请一个URL，再放些产品、服务的信息在上面就行了。一个先天不足、管理不周的品牌网站甚至会造成对品牌价值的损害。在计划建立品牌网站时，要对品牌的处境和需要、预算、管理运作一个品牌网站的能力等方面进行如实的评估，量力、依需进行。 （2）建立微型网站（Micro-site）。微型网站广告是进行网络品牌塑造的一个不错的方案，尤其是对于中等介入程度购买的商品而言。微型网站可以在不需要建立一个完整的网站的情况下仍可以向目标消费者传播较深层的品牌利益点，并且收集顾客反馈的一个好方法；而且微型网站可以通过站间连接的方式准确出现在目标消费者会出现的地方。在微型网站的设计中，要让网民留有线索，明白这是广告。伪装成编辑内容的商业信息会损害品牌赖以存在的信任基础。三、 案例分析题（共1道试题，共40分。）英特尔酷睿 2 双核处理器品牌案例分析如下：采用聚光灯画面表现形式, 打破传统网络广告限制, 全页面显示广告创意, 产品犹如明星一般展现在用户面前, 并降低用户的广告反感度。在突现产品特点的同时, 快速有效地取得广效果。创意内容上一方面新颖奇特, 利用了用户的好奇心, 使用户更愿意主动关注广告内容, 另一方面通过聚光灯形式, 将用户的注意力强制集中到广告上。就这样使用软硬兼施的方法, 将广告传达到用户端, 并且达到良好的效果。由于创意在技术上的调整, 全屏网页内容都变灰放到后台, 使广告内容以几乎全屏的形式展现给用户, 使广告本身构成的一个画面, 叠加到网页页面上，以至于形成了一个全屏的广告。 03任务一、 名词解释（共4道试题，共40分。）1. 电子公告牌电子公告牌（BBS，Bulletin Board System缩写）是特定系统，以文本为主的网上讨论组织。广告主可以通过Telnet方式或Web方式在BBS的电子公告栏发布消息，商业信息以消息、新闻为主，具有快速、自由的特点。在BBS发布广告信息采取写文章、发贴子和参与讨论的方式，有别于旗帜广告、图标广告等广告形式。2. 插页式广告插页式广告，又称为“弹跳广告”，当网民点击某一网站或栏目，在该网站或栏目出现之前或出现的同时，会自动跳出一个幅面略小（正常页面的1/4左右或更小）的窗口广告。插页式广告能够吸引网民，特别是新网民的好奇心并加以点击，因此目前国内几大门户网站都广泛采用。这种广告形式与整个网络世界自由、民主、平等的氛围有点不协调，广告要激起网民的兴趣，否则容易适得其反。3.个性化策略个性化策略就是根据个人的需要、品位、兴趣取向、上网习惯、消费习惯为个人特别定制和定向发布特定广告的策略,呈现“以人为本”的广告模式。4.流媒体流媒体是指采用流式传输的方式在internet/intranet播放的媒体格式，如音频、视频或多媒体文件。在播放前并不下载整个文件，只将开始部分内容存入内存，在计算机中对数据包进行缓存并使媒体数据正确地输出。二、简答题（共1道试题，共20分。）1.违法网络广告有哪几种表现形式？从现状看，违法网络广告主要有以下几种表现形式。 （1）诱饵广告即广告经营者对实际上不能进行交易的商品做出广告，或者对商品的数量、日期有显著限制而在广告中不予明示，以此引诱顾客前来购买，并鼓动其购买广告商品之外的商品。 （2）虚假广告指广告主利用虚假的事实进行广告，以骗取消费者对其产品或服务的信任，从而成为购买其商品或服务的潜在客户。 （3）滥用名人肖像的广告，一些网站（尤其是中小型网站）常常不经名人的同意，擅自对其肖像进行加工，制作成网页或Flash图片，以扩大自身的对外宣传。 （4）违反行业规定的广告。如果网络经营者未能根据法律对特定行业的特殊规定进行广告活动，则很可能构成违法广告。 （5）广告骚扰问题，主要利用滥发电子邮件广告的形式进行，从而给用户带来损失。三、案例分析题（共1道试题，共40分。） 该广告主要的诉求是百事公司的品牌营销理念。用迅猛不可抵挡的重叠凸显的表达形式将百事代言人蔡依林手托着百事的吉祥物的形象推到网民面前。百事产品一直以来以现代时尚年轻人为主要消费群体, 以青春、朝气、时尚、个性的产品特点为切入宣传点。因此在广告形式和创意上决定突破传统表现形式的局限, 使广告刚进入用户视线中就展现超强爆发力, 用变形的页面表现百事此次活动锐不可当的火热程度, 从而提高用户的参与兴趣。 百事可乐以势不可当的力量“突破” 平静的页面, 百事可爱的代言人蔡依林手托着百事的吉祥物出现在可乐旁, 一串广告语和活动信息从瓶中“流”出：祝您百事可乐！ 突破传统表现形式的局限, 使广告刚进入用户视线中就展现超强爆发力, 用变形的重叠展示的页面表现百事此次活动锐不可当的火热程度, 从而提高用户的参与兴趣。如此一来, 无论是张扬的表达方式还是极富视觉冲击力的广告内容都使浏览者紧握鼠标的手松弛下来, 百辜的品牌在这个过程中被人们记住, 广告效果印象深刻。 04任务 (略)请您删除一下内容，O(_)O谢谢！2016年中央电大期末复习考试小抄大全，电大期末考试必备小抄，电大考试必过小抄Basketball can make a 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 National 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 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 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 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 bounce. 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 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. 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 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. 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 rules, 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 against 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. Early 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 established 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 local 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 France 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 ball. 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 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 AAU, 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 rule-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, 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 states. 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 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 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 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 Depression, 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 Basketball 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 major 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, 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. Although 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-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 later, 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, 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 audience 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 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 taken. 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 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, 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 coaches 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. In 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 first 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 audience 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 c