电大广告创意与表现形考作业判断题答案

1、专业好文档1.  广告创意是表现广告主题、能有效与受众沟通的艺术构思。 （ ） b. 正确  2.   广告策略是从广告运动的各个环节出发 ( 诸如创意策略、表现策略、媒介策略、市场策略等 ), 为了贯彻战略方针、实现战略目标而采用的总体方式或手段。（ ）a. 错误  3.  广告创意必须紧密围绕广告主题, 并全力表现广告主题。（ ） b. 正确  4.  相关性是指广告必须与商品、消费者、竞争者相关。作广告之前要彻底了解商品, 广告要传达出商品的优势。并

2、且要把了解关联到消费者的需要上面。找出商品最能满足消费者需要的利益点, 这是相关性的要旨。一一广告与商品有关联性才有意义。（ ） b. 正确  5.  品牌的形象即品牌的 “个性化” 。品牌形象论的核心思想就是: 赋予品牌个性以某种定义, 而这种定义正好迎合消费者渴望的幻想或心态, 使该品牌在消费者心理上形成良好的形象, 从而产生积极的心理效应, 如品牌偏好、品牌忠诚及认牌购买倾向等。（ ） a. 错误1.  人们往往对支持自己观点的信息产生偏好。（    ） b. 正确  2.

3、60; 可以被感受器感受到的最大刺激值，叫做绝对阈限。（      ） a. 错误  3.  在照度、距离和位置等发生变化的条件下，人们对物体的知觉仍旧保持不变的趋势。知觉的这种不变性,称为颜色恒常性。（      ） a. 错误  4.  差别阈限指的是最大可察觉到的刺激差异量，简称最大可觉差。（     ） a. 错误  5. 

4、60;想象中的形象可以是过去的、现在和将来的事物，甚至可以是现实中根本不存在的形象，所以说想象是可以完全脱离客观现实的。（    ） a. 错误  6.  如果条件刺激没有被不断强化，这种刺激可能会逐渐消退甚至是走向反面，而且这种消退永远也无法恢复。（    ） a. 错误  7.  美誉度的形成完全依赖于企业或商品的品质、服务等客观特性，与其他要素关系不大。（    ） a. 错误  8. &#

5、160;差别阈限在价格策略的一个应用就是让降价幅度小于差别阈限。（     ） a. 错误  9.  所有的广告都能成为购买商品的诱因。（      ） a. 错误  10.  创造想象属于一种无意想象。（    ） a. 错误1.  恐惧广告常用于公益广告中，广告的效果和受众对广告的记忆度与恐惧的强度成正比。（     ） a. 错误&

6、#160; 2.  不是每一个行业都存在形象要素体系的。（     ） a. 错误  3.  一般来说，消费者做购买决策时会把产品的所有特性群不加以考虑。（ ） a. 错误  4.  态度改变的协调理论指出，原先的态度离中性态度越近，态度越容易变化；态度越极端，变化越难。（     ） b. 正确  5.  名人与产品之间的一致性越高，广告的效果越好。（ &

7、#160;   ） a. 错误  6.  两极性是情感或情绪的一个重要性质。（     ） b. 正确7.  情感在说服过程中的作用跟受众的精细加工水平密切相关：当受众的精细加工水平较高时，情感直接影响态度的变化；当受众的精细加工水平较低时，情感作用通过影响认知反应，中介着态度的变化。（      ） a. 错误  8.  网络理论告诉我们，在实际中没有纯情感诉求的东西。（ &

8、#160;   ） b. 正确  9.  自然需要是指个体对文化艺术、道德、知识、交往以及劳动等的需求。（    ） a. 错误10.  文化价值观的不同可能对企业视觉识别形成制约。（     ） b. 正确winger tuivasa-sheck, who scored two tries in the kiwis' 20-18 semi-final win over england, has been passed fit after

9、 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 charnley's effort in their first pool match against england on

10、 the opening day.aussie winger jarryd hayne is the competition's 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 who has attracted the most interest in the tournament so f

11、ar.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."i'd give every award back in a heartbeat just to get across the line this weekend," sai

12、d williams.the (lack of) air up there watch mcayman islands-based webb, the head of fifa's anti-racism taskforce, is in london for the football association's 150th anniversary celebrations and will attend city's premier league match at chelsea on sunday."i am going to be at the matc

13、h tomorrow and i have asked to meet yaya toure," he told bbc sport."for me it's about how he felt and i would like to speak to him first to find out what his experience was."uefa has opened disciplinary proceedings against cska for the "racist behaviour of their fan

14、s" during city's 2-1 win.michel platini, president of european football's governing body, has also ordered an immediate investigation into the referee's actions.cska said they were "surprised and disappointed" by toure's complaint. in a statement the russian side

15、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 ground, conditions have to be very calm - winds less than 2

16、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 of mount everest (5.5 miles/8.85 kilometers), drifting even

17、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 edge of space at 120,000 feet ( then, i would assume, he wil

18、l 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 to the final and so far history has repeated itself here - th

19、e last try they conceded was scored by england's 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. they've been great at all the unglamorous stuff