广告学_课程习题集(含答案)西南科技大学成人、网络教育学院

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12-10广告学(一)成人自考考试练习题含答案

(1).1866年∙C∙哈特和谁编著了《路牌广告史》,堪称广告学研究的先驱A・H・辛普森B.丁•劳沃德C.威治米斯D.哈洛德正确答案B(2).我国上世纪50年代“大跃进”时期,国家对外商来华广告的承办单位做了明确规定的是A.《广告管理暂行条例》B.《来华广告管理暂行条例》C.《关于承办外商广告问题的联合通知》D.《关于报刊、广播、电视台刊播外国商品广告的通知》正确答案C(3).比较《新闻报》和《湘报》的广告•它们不同之处在于A.前者主要刊登政治广告B.后者主要刊登政治广告C.前者主要刊登国货广告D∙后者主要刊登国货广告正确答案D(4).在企业广告投入的确定方法当中,下列关于力所能及法的说法错误的是A.它是一种运用范围最广泛的方法B.它总是使广告费用和企业预期实现的利润额处于尖锐的相互消长状态C.它直观地表现出广告费用使总成本绝对增加的程度D∙它实质是将不可避免的投资和支出剔除后，量力来决定广告费用的数额(5).企业广告中长期计划中属于统筹安排的综合性目标是A.时间目标B∙消费者行为目标C.费用目标D.媒体目标正确答案B(6).广告决策不确定型决策方法,不包括A.乐观法B.悲观法C.期望值法D.后悔值法正确答案C(7).不属于企业广告中长期计划要求的一项是A.挑战性要求B.严肃性要求C.明确性要求D.不变性要求正确答案D(8).不属于企业广告中长期计划特征的一项是A.全方位B.一体化C∙决策型D.社会性(9).广告宣传的接受者是A∙广告客户B.广告对象C.广告媒体D,广告从业者正确答案B(10).广告市场调查问卷设计的要求是A.简单明确、汇总方便B.全面详实、成系统C.内容全面、便于回答D.主题明确、对症下药正确答案A(11).某家电企业派专人到商场调查顾客的购买情况，其采用的方法是A.重点调查B.典型调查C.观测法D∙实验法正确答案C(12).广告创作必须坚持的一个原则是A.集体创作的原则B.艺术至上的原则C.人员促销的原则D.分兵把守的原则(13).广告的创作必须强调A.艺术性B.广告主的意图C.充分的准备D.市场特点正确答案D(14).广告创作必须服从的原则是A.广告策划的原则B.艺术的原则C.商品的原则D.销售的原则正确答案A(15).表演式广播广告的特点是A.寓宣传于艺术表演之中B.制作简便C.简明扼要D.威武雄壮正确答案A(16).陈述式广播广告的特点是A.制作简便B,艺术性强C.节奏感强D.诗情画意正确答案A(17).情节式广播广告的一个特点是A.高亢噫亮B.符合广播规律C.避免说教D.制作简单正确答案C(18).广告代理制度的基本要点是A.广告专门设计B.实行佣金制C.提交广告证明文件D.使用规范广告合同正确答案B(19).广告经营者和广告客户超越经营范围的情形有A.广告发布单位承揽广告设计B.广告客户自行设计广告J广告兼营单位跨媒介代理D.广告客户直接向消费者展示广告内容正确答案C(20).不正当竞争广告是指A.允诺低于其它同类商品的价格B.集中强调所宣传的商品的性能J贬低同类产品D.强化消费者的选择正确答案C(21).引入期商品未熊占领市场的原因有A.商品知有率低B.流通渠道不畅C.企业过于注重市场促销D.消费者行为的排他性E.商品价格过高(22).广告决策的程序•包括的步骤有A.确定决策目标B.拟定可供选择的方案C.确定选择方案的标准及方法D.选择最满意方案E.确定广告调查方法正确答案ABC(23).下列各项中•符合广告决策目标单义性要求的有A.扩大市场占有率B.提高资金利润率C.增加销量D.提高品牌知名度位次E.提高产品质量正确答案ACD(24).在我国古代,下列形式哪些属于社会广告A.诰书、令B.制、策书C∙露布D.批、判、碑志E.诗、赋正确答案ABCD(25).广播广告的特点包括A.传播迅速，可以在最短的时间内播出广告信息B.少受地理环境影响，几乎任何地方都能听到C,收费标准低D∙保存长久，能给人留下深刻记忆E.发布周期较长，影响力持久(26).观景式相机答：观景式相机,是指由前方镜头版、后方对焦板及连接二者的风琴箱组成的照相机。

英语B1_习题集（含答案）

一、单选题1. Can you find out ____C___ her pen?A. where Alice had putB. where had Alice putC. where Alice has putD. where has Alice put2. The reason we’re so late is ___C_____.A. for the car breaks downB. due to the car breaking downC. that the car broke downD. because the car broke down3. Word has come ___B__ some guests from Canada will visit our school.A. whatB. thatC. whetherD. when4. The two elements ___C____ water is made are oxygen and hydrogen.A. thatB. whichC. of whichD. with which5. The time will come ___B___ man can fly ______ he likes in the universe.A. how…whereB. when…whereverC. where…whereD. wha t…which6. Women workers wear hats _B_ _ their hair gets caught in the machinery.A. ifB. in caseC. unlessD. because7. ___D_____ he works hard, I don’t mind when he finishes the experiment.A. As soon asB. As well asC. So far asD. So long as8. The young driver looked over the engine carefully lest it ____B____ on the way.A. goes wrongB. should go wrongC. went wrongD. would go wrong9. All things _____C___, the planned trip will have to be called off.A. consideringB. be consideredC. consideredD. having considered10. The problem remains ___B_____ the rescue teams could arrive in time.A. ifB. whetherC. whenD. that11. Boris has brains. In fact, I doubt whether anyone in the class has ____B____ IQ.A. a highB. a higherC. the higherD. the highest12. This western restaurant is superior _____B___ the one we went to last week.A. thanB. toC. asD. for13. Either of these young ladies ___C_____ perfectly qualified to teach Greek, Latin and French.A. wereB. areC. isD. have been14. Y ou can’t imagine ___B__ when they received these gifts.A. how they were excitedB. how excited they wereC. how excited they haveD. they were how excited15. Do ___B____ you are told; otherwise you will be punished.A. thatB. whatC. whichD. whom16. ___B__ the old man’s sons wanted to know was _____ the gold had been hidden.A. That…whatB. What…whereC. What…thatD. That…where17. Is this museum ___D____ you visited a few days ago?A. whereB. thatC. on whichD. the one18.There’s no question th at the ads had a real impact __ C___ the public.A. toB. withC. onD. of19. ____B___ the English examination I would have gone to the concert last Saturday.A. In spite ofB. But forC. Because ofD. As or20.We’ll visit Europe next year ____A____ we have enough money.A. providedB. unlessC. untilD. lest21.It’s already 5 o’clock now. Don’t you think it’s about time ____C____?A. we are going homeB. we go homeC. we went homeD. we can go home22. With John ___C_____ there’s more room in the ho use.A. to be awayB. been awayC. awayD. was away23. How beautifully she sings! I have never heard ____D____.A. the better voiceB. a good voiceC. the best voiceD. a better voice24. When spring comes, it gets ____C____.A. warm and warmB. warm and warmerC. warmer and warmerD. more and more warm25. Large quantities of water ____B____ cooling purposes.A. are needed forB. is needed forC. are need toD. is need for26. He told me the news ___ D __ our team had won the game.A. aboutB. ofC. asD. that27. A good many proposals were raised by the delegates ___D __ was to be expected.A. thatB. whatC. soD. as.28. She is waiting for the doctor ___B __ I know will not come.A. whomB. whoC. whichD. that29. The sales manager asked his men to inform him ___B__ everything concerning the sales in time.A. /B. ofC. againstD. on30. Young __A___ John was, he was able to swim across the channel within minutes.A. asB. soC. thoughD. although31. Most of the stones are _____D___ a man and weigh about two and a half tons each.A. more highB. much more highC. higher moreD. higher than32. All examination paper _____D___, the teacher let the students leave.A. handing inB. having handed inC. to be handed inD. having been handed in33. The temperature___C_____, the chemical reaction is being speeded up.A. raisedB. being risenC. risingD. raising34. ___A_____ fashion varies from country to country may reflect the cultural differences in a sense.A. ThatB. WhatC. WhetherD. Which35. The more he tried to help her, ____B____ she seemed to appreciate it.A. lessB. the lessC. the leastD. the lesser36. His father is ___C_____ than his mother.A. older four yearsB. as four years olderC. four years olderD. four years bigger37. Copper as well as most metals ____A____.A. is a good conductorB. is a good insulatorC. are good conductorD. are good insulators38. I doubt ____A____ he will lend you the book.A. whetherB. whenC. thatD. which39.Students in his class can’t understa nd _____C__________.A. what does the sentence meanB. what means this sentenceC. what this sentence meansD. what is the meaning of the sentence40. It makes no difference to me ____D____ he will come or not.A. howB. whyC. whenD. whether41. Mary is the only one of the team members ___A_____ to be transferred.A. who is goingB. who are goingC. who have been goingD. who has been going42. Is this the place___ A __ the exhibition was held?A. whereB. thatC. on whichD. how43. Frank plays ____B____ Alex.A. a lot more better thanB. a lot better thanC. much more better thanD. much more well than44.I didn’t remember his name _____C___ after I had greeted him.A. whenB. asC. untilD. while45.We didn’t know his telephone number, otherwise we _____A___ him.A. would have telephoneB. must have telephonedC. would telephoneD. had telephoned46. ________, he slipped through the window.A. With anyone noticingB. With anyone noticedC. Without anyone noticingD. Without nobody noticed47. Two policemen happened ____C____ the traffic at the crossroads when his car was hit by a drunk driver.A. to directB. to directingC. to be directingD. to be directed48. The murderer was brought in, with his hands ____C____ behind his back.A. to be tiedB. being tiedC. tiedD. having been tied49. I think English is ____C____ than Japanese.A. much importantB. importantC. much more importantD. more much important50. There used to be some trees by the lake, ____C____?A. was thereB. were thereC. weren’t thereD. wasn’t there51. We must do well ____B____ the boss assigns us to do.A. thatB. whateverC. whicheverD. those52.We don’t doubt ____B____ he can make a good job of it.A. ifB. thatC. whatD. why53. ____A___ is unknown to me.A. Where he isB. Where is heC. He is whereD. Is he where54. ----- Who is John Smith?----- He is the speaker ____C____ heard last week.A. which we would haveB. we would haveC. weD. we had55. The girl desires that she ____D____ an opportunity to receive higher education.A. should giveB. givenC. be givingD. be given56. The instruments of the older factory ____D____.A. is as good or better than the new oneB. are as good or better than the new oneC. is as good as or better than those of the new oneD. are as good as or better than those of the new one57. ____B____ the door than somebody started knocking on it.A. I had closed no soonerB. No sooner had I closedC. I had no sooner closedD. No sooner I closed58. To some extent, unemployment as well as taxes ____A____ votes.A. influencesB. influenceC. have influencedD. has influenced59. The question ____D____ finally, we went home.A. to be settledB. settlingC. having settledD. settled60. The soldiers jumped into the river _____A___ past their ears.A. with bullets whistlingB. with bullets whistledC. with bullets to whistleD. with bullets being whistling61. The small children were eager to know ___A_____.A. what was in their stockingsB. where were their stockingsC. where was in their stockingsD. what was their stocking in62. This room is ____A____ much larger than that one.A. noB. not aC. no aD. as63. Of the two cups, he bought ____A____ one.A. the smallerB. the smallestC. smallD. smaller64. War and peace ____A____ a constant theme in the history of the world.A. isB. areC. have beenD. has been65. Hen has a new car. I wonder when ____A____ it.A. he boughtB. did he buyC. buysD. he is buying66. I was sure ____B____ I would overcome all these difficulties.A. whatB. thatC. whichD. whether67. No one was aware ____C____ Jane had gone.A. where thatB. of the placeC. of whereD. the place68. The village _____C___ my mother grew up in is not far from the city.A. whatB. whereC. whichD. wherever69. The rest of the magazines ____C____ on sale today.A. isB. haveC. areD. has70. The higher the standard of living, ___D_____.A. the greater is the amount of paper is usedB. the greater amount of paper is usedC. the amount of paper is used is greaterD. the greater the amount of paper is used71. If he had worked harder, he ____C____ the exams.A. must have got throughB. would get throughC. would have got throughD. could get through72. It is politely requested by the hotel management that radios ___C_____ after 11 o’clock at night.A. were not playedB. not to playC. not be playedD. did not play73. ___B_____, they made their way through the street.A. He guidedB. With his guidingC. He is guidingD. He had guided74. It was ___C_____ fun to play games on the grassland that more and more children gathered.A. such a greatB. so great aC. such greatD. so great75. If his grandparents were ___A_____, Joseph would have a happier childhood.A. aliveC. livingD. lived二、英语完形填空76.Most children with healthy appetites are ready to eat almost anything that is offered them and a child rarely dislikes food ( 1 ) it is badly cooked. The ( 2 ) a meal is cooked and served is the most important and an ( 3 ) served meal will often improve a child’s appetite. Never ask a child ( 4 ) he likes or dislikes a food and never ( 5 ) likes and dislikes in front of him or allow ( 6 ) else to do so. If thefather says he hates fat meat or the mother ( 7 ) vegetables in the child’s hearing, he is ( 8 ) to copy this procedure. Take it ( 9 ) granted that he likes everything and he probably ( 10 ). Nothing healthful should be omitted from the meal because of a ( 11 ) dislike. At meal times it is a good ( 12 ) to give a child a small portion and let him ( 13 ) back for a second helping rather than give him as ( 14 ) as he is likely to eat all at once. Do not talk too much to the child ( 15 ) meal times, but let him get on with his food; and do not ( 16 ) him to leave the table immediately after a meal or he will ( 17 ) learn to swallow his food ( 18 ) he can hurry back to his toys. Under ( 19 ) circumstances must a child be coaxed(哄骗) ( 20 ) forced to eat.D.1. A. if B. until C. that D. unlessC.2. A. procedure B. process C. wayD. methodB.3. A. adequately B. attractivelyC. urgentlyD. eagerlyA.4. A. whetherC. thatD. whichC.5. A. remark B. tell C. discussD. argueB.6. A. everybody B. anybodyC. somebodyD. nobodyC.7. A. opposes B. denies C. refusesD. offendsD.8. A. willing B. possible C. obliged D. likely D.9. A. with B. as C. over D. forC.10. A. should B. may C. willD. mustA.11. A. supposedB. provedC. consideredD. relatedC.12. A. point B. custom C. ideaD. planB.13. A. ask B. comeC. returnD. takeA.14. A. muchB. littleC. fewD. manyD.15. A. on B. over C. by D. duringB.16. A. agree B. allowC. forceD. persuadeB.17. A. hurriedly B. soonC. fastD. slowlyA.18. A. soB. untilC. lestD. althoughD.19. A. some B. much C. such D. noA.20. A. orB. norC. butD. neither77.In Japan, most people still feel that a woman’s place is in the home; and most women willingly accept their ( 1 ) role as wife, leaving the business of making a living ( 2 ) their husbands. For those who do want a ( 3 ) of their own, opportunities are limited, and working women usually have to ( 4 ) for lower wages, fewer promotions, less responsible ( 5 ).In America, on the other hand, most women, ( 6 ) wives and mothers, work most of their lives, but ( 7 ), few have had real careers. As in Japan most fields are ( 8 ) by men and opportunities for women have been ( 9 ), salaries low, chances for advancement ( 10 ) American women work mainly because they ( 11 ), in these days of inflation and luxury living. ( 12 ) income per family is simply not enough to ( 13 ). So American women actually have two jobs: one nine-to-five position outsidethe home, and ( 14 ) round-the-clock-in-the-home-job ( 15 ) wife, house-maid, cook, and nurse.One of the main goals of the modern women’s liberatio nmovement, which started ( 16 ), was to eliminate sex discrimination in the work force, and to ( 17 ) careers for women that were previously ( 18 ) for men. Though there is still a long way to ( 19 ), a lot of progress has been ( 20 ).C.1. A. conservative B. usual C. traditionalD. unhappyC.2. A. for B. no C. up toD. away withB.3. A. job B. careerC. professionD. postA.4. A. settleB. requestC. askD.searchD.5. A. titles B. status C. assignments D. positionsB.6. A.concerning B. includingC. containingD. involvingB.7. A. at present B. until recentlyC. recentlyD.not until recentlyD..8. A. owned B. kept C. led D. dominatedA.9. A. restrictedB. boundedC. reducedD. prohibitedC.10. A. small B. inadequate C. rareD. scarceD.11. A. should B. ought C. like D. have toA.12. A.oneB. singleC. onlyD. the oneB.13. A.live B. live onC. feed onD. supportD.14. A. another B. one C. other D. the otherA.15. A. such asB. likeC. asD. actingA.16. A. in the early 1960sB. in early the 1960sC. early in the 1960D. in the early 1960B.17. A. lead to B. open upC. offerD. set upD.18. A. preserved B. observed C. concerned D. reservedA.19. A. goB. travelC. striveD. pull throughA.20. A. madeB. takenC. coveredD. completed78. Du ring recent years we have heard much about “race”: how this race does certain things and that race believes certainthings and so on. Yet, the ( 1 ) phenomenon of race consists of a few surface indications.We judge race usually ( 2 ) the coloring of the skin: a white race, a brown race, a yellow race and a black race. But ( 3 ) you were to remove the skin，you could not ( 4 ) anything about the race to which the individual belonged. There is ( 5 ) in physical structure, the brain or the internal organs to ( 6 ) a difference.There are four types of blood. ( 7 ) types are found in every race, and no type is distinct to any race. Human brains are the ( 8 ). No scientists could examine a brain and tell you the race to which the individual belonged. Brains will ( 9 ) in size, but this occurs within every race.( 10 ) does size have anything to do with intelligence. The largest brain ( 11 ) examined belonged to a person of weak ( 12 ). On the other hand, some of ourmost distinguished people have had ( 13 ) brains.Mental tests which are reasonably ( 14 ) show how no differences in intelligence between races. High and low test results both can be recorded by different members of any race. ( 15 ) equal educational advantages, there will be no difference in average standings, either on account of race or geographical(地理的)location. Individuals of every race ( 16 ) civilization to go backward or forward. Training and education can change the response of a group of people, ( 17 ) enable them to behave in a ( 18 ) way.The behaviors and ideals of people change according to circumstances, but they can always go back or go on to something new ( 19 ) is better and higher than anything ( 20 ) the past.D.1. A. complete B. full C. total D. wholeB.2. A. in B. fromC. atD. onB.3. A. since B. ifC. asD. whileC.4. A. speak B. talk C. tellD. mentionC.5. A. something B. everything C. nothingD. anythingB.6. A. display B. indicateC. demonstrateD. appearA.7. A. AllB. MostC. NoD. SomeA.8. A. sameB. identicalC. similarD. alikeD.9. A. remain B. increase C. decrease D. varyC.10. A. Only B. Or C. NorD. SoD.11. A. ever B. then C. never D. onceC.12. A. health B. body C. mindD. thoughtB.13. A. big B. smallC. minorD. majorD.14. A. true B. exact C. certain D. accurateC.15. A. Provided B. Concerning C.GivenD. FollowingB.16. A. make B. causeC. moveD. turnA.17. A. andB. butC. thoughD. soB.18. A. ordinary B. peculiarC. usualD. commonA.19. A. thatB.whatC. whicheverD. whateverD.20. A. for B.to C. within D. in79. Are some people born clever, and others born ( 1 )? Or is intelligence developed by our environment and our experiences? ( 2 ), the answer to both these questions is yes. ( 3 ) some extent our intelligence is given us at birth, and no ( 4 ) of special education can make a genius ( 5 ) a child born with low intelligence. ( 6 ), a child who lives in a boring environment will ( 7 ) his intelligence less than one who lives in rich and ( 8 ) surroundings. Thus the limits of a person's intelligence are fixed at birth, ( 9 ) whether or not he reaches those limits will depend on his environment. This ( 10 ), now held by most experts, can be supported in a number of ways.( 11 ) is easy to show that intelligence is to some extentsomething we are born ( 12 ). The closer the blood relationship between two people, the closer they are ( 13 ) to be in intelligence. Thus ( 14 ) we take two unrelated people at random from the population, it is likely that their degrees of ( 15 ) will be completely different. If on the other hand we take two ( 16 ) twins, they will very likely be as intelligent as each other. Relations like brothers and sisters, parents and children, ( 17 ) have similar intelligence, and this clearly suggests that intelligence depends on birth. Imagine now ( 18 ) we take two identical twins and put them in different environments. We would soon ( 19 ) differences in intelligence developing, and this indicates that ( 20 ) as well as birth plays a part.D.1. A. wise B. intelligent C. bright D. stupidC.2. A. By no means B. Strangely enough C. Sure enoughD. For sureA.3. A. ToB. InC. WithD. OnB.4. A. number B. accountC. quantityD. qualityC.5. A. into B. from C. out ofD. byA.6. A. On the other handB. On the one handC. In this senseD. As far as we knowD.7. A. decrease B. descend C. deleteD. developB.8. A. varying B. variedC. healthfulD. hygienicD.9. A. although B. so C. thus D. butB.10. A. outlook B. viewC. speculationD. judgmentC.11. A. That B. This C. ItD. SoA.12. A. withB. forC. toD. inB.13. A. possible B. likelyC. impossibleD. unlikelyC.14. A. whether B. when C. ifD. unlessB.15. A. intimacy B. intelligenceC. similarityD. differenceB.16. A. same B. identicalC. parallelD. relatedC.17. A. certainly B. undoubtedly C. usuallyD. sometimesB.18. A. if B. thatC. whenD. whileB.19. A. see B. find outC. findD. work outA.20. A. environmentB. developmentC. bloodD. education80. Vitamins are a group of substances found in food. The body needs them for life and health. So ( 1 ), many people are concerned ( 2 ) the question: Am I getting enough vitamins, and am I getting the ( 3 ) kind?Even though very small ( 4 ) of each vitamin are enough for the ( 5 ) of the body, the worry people have about vitamins has some basis. And this has to do ( 6 ) their diet---the food they take in. A person eating a good ( 7 ) of foods get all the vitamins now ( 8 ) to be needed.The problem is that there are many people ( 9 ) don’t choose foods wisely. So the answer ( 10 ) this question is: No ( 11 ) vitamins are needed, ( 12 ) you eatproper foods. In fact, many of the vitamins cannot be ( 13 ) in the body, so when extra vitamins are taken in, the body simply gets rid of them. It is even ( 14 ) to put too much of certain vitamins into the body. This has been found to be true ( 15 ) vitamin A and D, when large amounts are taken ( 16 ).What foods supply what vitamins? Here is a quick ( 17 ) idea. Vitamin A for the ( 18 ) of the eyes, skin, teeth, and bones, is found in green vegetables, fruits, eggs, liver and butter. Vitamin B1 which ( 19 ) the nervous and digestive ( 20 ) and prevents certain diseases, is found in cereals, pork and liver. VitaminB2 is found in milk, eggs, green vegetables and meats. Vitamin C, which helps bones and teeth, is found in tomatoes, certain fruits and vegetables. These are only a few of the most importantvitamins the body needs.B.1. A. normally B. naturallyC. predictablyD. likelyC.2. A. of B. in C. withD. atD.3. A. particular B. exact C. special D. rightD.4. A. numbers B. qualities C. volumes D. amountsA.5. A. needsB. standardsC. hungerD. wishB.6. A. to B. withC. ofD. aboutA.7. A. varietyB. kindC. sortD. rangeB.8. A. clear B. knownC. acquaintedD. understoodD.9. A. they B. which C. whose D. who。

13-10广告学(一)成人自考考试练习题含答案

(1).1928年，威治・米斯撰写出版的专著是正确答案B(2).中国中央电视台的前身是正确答案B(3).下面列举的单位中.属于广告兼营单位的是A.综合性广告公司B.广告制作单位C.报社D.媒介购买机构正确答案C(4).情节式广告创作运用故事情节的目的是A.表现商品生产过程B.叙述商品使用方法C.贯穿广告内容D.表现消费者的喜爱正确答案C(5).下列违反广告法的行为中，必须承担民事责任的是A.贬低其它生产经营者的商品或服务B.违反广告证明制度C.超越经营范围D.无证照经营正确答案A(6).《广告法》不允许经营或发布的广告是A.商品价格具有竞争性的广告B.粗制滥造的广告C.对消费者没有吸引力的广告D.证明文件不全的广告正确答案D(7).摄影广告利用反光板可以A.增强色彩表现B.使构思更加巧妙C.减少画面反差D.集中光线正确答案C(8).一般来说，橱窗广告的设计布置者是A.专业广告公司B.工商管理部门C.代理媒介的广告部门D.广告产品所属的企业正确答案D(9).摄影广告中道具的作用是A.补充说明广告诉求B.扮演角色C.表明产品使用时间D.创造环境正确答案D(10).东风汽车广告语”万事俱备，只欠东风”使用的修辞手法是正确答案C(11).广告文案创作常用的比喻手法中，被比喻的事物被称作正确答案C(12).广告文案创作中，给物品赋予人的动作或感情的修辞手法是正确答案B(13).广告文案使用的常见韵脚为A.17韵B.18韵C.19韵D.20韵正确答案B(14).1957年在布拉格举行的广告国际会议是A.国际广告工作者会议B.国际广告发展会议C.第三世界广告工作者会议D.第三世界广告发展会议正确答案A(15).1961年，为促使广告度过萧条期，中央发布了A.《关于仍由公用局管理商业的通知》B.《关于改进商业工作的若干规定》C.《管理广告美术人员暂行办法》D.《户外广告处理暂行办法》正确答案B(16).比较《昭文新报》和《上海新报》的广告，不同之处在于前者主要刊登正确答案B(17).由中国广告协会举办的第一届广告美术设计展览举办的时间是A.1980年B.1981年C.1982年D.1983年正确答案C(18).1910年以前没有在我国出现过的广告类型是正确答案A(19).报纸广告创作的第二步是正确答案D(20).报纸广告主要的艺术表现形式是正确答案C(21).下列欠于广告发展历史的表述中正确的有正确答案ABDE(22).我国1953-1957年间先后成立的广告公司有A.广州联合广告公司B.上海市美术公司C.北京市美术公司D.天津市美术公司E.郑州市广告制作公司正确答案BCD(23).黄色对消费者产生的心理影响有A.兴奋B神秘C.辉煌D.明亮E.厚重正确答案CD(24).报纸广告的优点有A.传播速度快B.故事性强C.价格低廉D.便于保存E.制作精美正确答案AD(25).下列属于广播广告音响的效果有A.水滴声B.交响曲C.咳嗽声D.评弹E,无声正确答案AC(26).广告代理单位专门从事广告服务、具有法人地位、自主经营的经济组织,它不依附于某个广告客户或广告媒体,处于市场中间地位,具有客观公正立场。

广告学考试题和答案

广告学考试题和答案一、单项选择题（每题2分，共20分）1. 广告学是一门研究广告活动规律和方法的学科，其主要研究内容包括（）。

A. 广告策划与创意B. 广告媒介与效果C. 广告法规与伦理D. 以上都是答案：D2. 广告的四大基本功能是（）。

A. 传播信息、促进销售、塑造品牌、娱乐大众B. 传播信息、促进销售、塑造品牌、引导消费C. 传播信息、促进销售、塑造品牌、教育公众D. 传播信息、促进销售、塑造品牌、影响舆论答案：B3. 广告创意的核心是（）。

A. 广告语B. 广告画面C. 广告音乐D. 广告主题答案：D4. 广告媒介选择的主要依据是（）。

A. 广告预算B. 目标受众C. 广告内容D. 广告形式答案：B5. 广告效果评估的主要指标不包括（）。

A. 广告曝光量B. 广告点击率C. 广告转化率D. 广告创意答案：D6. 广告法规的主要目的是（）。

A. 保护消费者权益B. 规范广告市场秩序C. 促进广告行业发展D. 以上都是答案：D7. 广告伦理的核心原则是（）。

A. 真实性原则B. 公平性原则C. 诚信原则D. 以上都是答案：D8. 广告策划的第一步是（）。

A. 确定广告目标B. 进行市场调研C. 制定广告预算D. 选择广告媒介答案：B9. 广告创意的常用方法之一是（）。

A. 头脑风暴法B. 逆向思维法C. 联想法D. 以上都是答案：D10. 广告媒介的发展趋势是（）。

A. 单一化B. 多样化C. 集中化D. 去中心化答案：B二、多项选择题（每题3分，共15分）11. 广告策划的主要内容包括（）。

A. 市场调研B. 广告目标C. 广告预算D. 广告媒介答案：ABCD12. 广告创意的基本原则包括（）。

A. 原创性B. 相关性C. 简洁性D. 吸引力答案：ABCD13. 广告媒介的主要类型包括（）。

A. 印刷媒介B. 电子媒介C. 户外媒介D. 数字媒介答案：ABCD14. 广告效果评估的方法包括（）。

广告学基础知识单选题100道及答案解析

广告学基础知识单选题100道及答案解析1. 广告的本质是（）A. 宣传B. 促销C. 传播D. 告知答案：C解析：广告的本质是一种传播活动，通过各种媒介将信息传递给受众。

2. 以下不属于广告基本要素的是（）A. 广告主B. 广告信息C. 广告媒介D. 广告代言人答案：D解析：广告的基本要素包括广告主、广告信息、广告媒介。

3. 广告目标中，旨在提高产品知名度的是（）A. 告知目标B. 说服目标C. 提醒目标D. 强化目标答案：A解析：告知目标主要是让消费者知晓产品或品牌，从而提高知名度。

4. 以下哪种广告媒介受众面最广（）A. 电视B. 报纸C. 杂志D. 网络答案：A解析：电视在过去和现在仍然拥有广泛的受众群体。

5. 广告创意的核心是（）A. 独特性B. 新颖性C. 可行性D. 相关性答案：D解析：广告创意必须与产品、目标受众等相关，才有价值。

6. 品牌形象理论的提出者是（）A. 大卫·奥格威B. 威廉·伯恩巴克C. 李奥·贝纳D. 罗斯·瑞夫斯答案：A解析：大卫·奥格威提出了品牌形象理论。

7. 定位理论强调（）A. 创造心理位置B. 突出产品特点C. 满足消费者需求D. 塑造品牌形象答案：A解析：定位理论旨在在消费者心智中创造独特的心理位置。

8. 以下属于情感诉求广告的是（）A. 展示产品功能B. 强调价格优惠C. 引发情感共鸣D. 列举产品成分答案：C解析：引发情感共鸣是情感诉求广告的特点。

9. 广告效果评估的首要指标是（）A. 销售效果B. 传播效果C. 社会效果D. 心理效果答案：B解析：传播效果是广告效果评估的基础和首要指标。

10. 广告文案写作的首要原则是（）A. 简洁明了B. 生动形象C. 富有创意D. 准确传达信息答案：D解析：准确传达信息是广告文案写作的根本原则。

11. 以下不属于户外广告的是（）A. 公交站牌广告B. 电梯广告C. 电影贴片广告D. 路牌广告答案：C解析：电影贴片广告属于电影媒体广告，不是户外广告。

(4)计算机网络应用基础_习题集(含答案)

一、单选题1.计算机网络中可以共享的资源包括( A )A.硬件、软件、数据B.主机、外设、软件C.硬件、程序、数据D.主机、程序、数据2.在TCP/IP体系结构中，与OSI参考模型的网络层对应的是( B )A.网络接口层B.互联层C.传输层D.应用层3.完成路径选择功能是在OSI模型的( C )A.物理层B.数据链路层C.网络层D.运输层4.在以太网中，冲突( C )A.是由于介质访问控制方法的错误使用造成的B.是由于网络管理员的失误造成的C.是一种正常现象D.是一种不正常现象5.下面关于以太网的描述哪个是正确的( A )A.数据是以广播方式发送的。

B.所有节点可以同时发送和接受数据。

C.两个节点相互通信时，第3个节点不检测总线上的信号。

D.网络中有一个控制中心，用于控制所有节点的发送和接受。

6.为局域网上各工作站提供完整数据、目录等信息共享的服务器是（D）服务器。

A．磁盘B．终端C．打印D．文件7.接收端发现有差错时，设法通知发送端重发，直到正确的码字收到为止，这种差错控制方法称为（B）。

A．前向纠错B．自动请求重发C．冗余检验D．混合差错控制8. HDLC是（B）。

A．面向字符型的同步协议B．面向比特型的同步协议C．异步协议D．面向字计数的同步协议9.一般认为决定局域网特性的主要技术有三个，它们是（C）。

A．传输媒体、差错检测方法和网络操作系统B．通信方式、同步方式和拓朴结构C．传输媒体、拓扑结构和媒体访问控制方法D．数据编码技术、媒体访问控制方法和数据交换技术10.字符问的同步定时是指（C）。

A．字符问问隔任意B．字符问比特凤间隔任意C．字符间间隔固定D．字符内比特间间隔固定11. FDDI标准规定网络的传输介质采用( C )A.非屏蔽双绞线B.屏蔽双绞线C.光纤D.同轴电缆12.在计算机网络中，所有的计算机均连接到一条公共的通信传输线路上，这种连接结构被称为( A )A.总线结构B.环型结构C.星型结构D.网状结构13.下面不属于网卡功能的是( D )A.实现介质访问控制B.实现数据链路层的功能C.实现物理层的功能D.实现调制和解调功能14.对于用集线器连接的共享式太网哪种描述是错误的( B )A.集线器可以放大所接收的信号。

英语B1_习题集(含答案)

一、单选题1. Can you find out ____C___ her pen?A. where Alice had putB. where had Alice putC. where Alice has putD. where has Alice put2. The reason we’re so late is ___C_____.A. for the car breaks downB. due to the car breaking downC. that the car broke downD. because the car broke down3. Word has come ___B__ some guests from Canada will visit our school.A. whatB. thatC. whetherD. when4. The two elements ___C____ water is made are oxygen and hydrogen.A. thatB. whichC. of whichD. with which5. The time will come ___B___ man can fly ______ he likes in the universe.A. how…whereB. when…whereverC. where…whereD. wha t…which6. Women workers wear hats _B_ _ their hair gets caught in the machinery.A. ifB. in caseC. unlessD. because7. ___D_____ he works hard, I don’t mind when he finishes the experiment.A. As soon asB. As well asC. So far asD. So long as8. The young driver looked over the engine carefully lest it ____B____ on the way.A. goes wrongB. should go wrongC. went wrongD. would go wrong9. All things _____C___, the planned trip will have to be called off.A. consideringB. be consideredC. consideredD. having considered10. The problem remains ___B_____ the rescue teams could arrive in time.A. ifB. whetherC. whenD. that11. Boris has brains. In fact, I doubt whether anyone in the class has ____B____ IQ.A. a highB. a higherC. the higherD. the highest12. This western restaurant is superior _____B___ the one we went to last week.A. thanB. toC. asD. for13.Either of these young ladies ___C_____ perfectly qualified to teach Greek, Latin and French.A. wereB. areC. isD. have been14. Y ou can’t imagine ___B__ when they received these gifts.A. how they were excitedB. how excited they wereC. how excited they haveD. they were how excited15. Do ___B____ you are told; otherwise you will be punished.A. thatB. whatC. whichD. whom16. ___B__ the old man’s sons wanted to know was _____ the gold had been hidden.A. That…whatB. What…whereC. What…thatD. That…where17. Is this museum ___D____ you visited a few days ago?A. whereB. thatC. on whichD. the one18.There’s no question th at the ads had a real impact __ C___ the public.A. toB. withC. onD. of19. ____B___ the English examination I would have gone to the concert last Saturday.A. In spite ofB. But forC. Because ofD. As or20.We’ll visit Europe next year ____A____ we have enough money.A. providedB. unlessC. untilD. lest21.It’s already 5 o’clock now. Don’t you think it’s about time ____C____?A. we are going homeB. we go homeC. we went homeD. we can go home22. With John ___C_____ there’s more room in the ho use.A. to be awayB. been awayC. awayD. was away23. How beautifully she sings! I have never heard ____D____.A. the better voiceB. a good voiceC. the best voiceD. a better voice24. When spring comes, it gets ____C____.A. warm and warmB. warm and warmerC. warmer and warmerD. more and more warm25. Large quantities of water ____B____ cooling purposes.A. are needed forB. is needed forC. are need toD. is need for26. He told me the news ___ D __ our team had won the game.A. aboutB. ofC. asD. that27. A good many proposals were raised by the delegates ___ D __ was to be expected.A. thatB. whatC. soD. as.28. She is waiting for the doctor ___B __ I know will not come.A. whomB. whoC. whichD. that29. The sales manager asked his men to inform him ___B__ everything concerning the sales in time.A. /B. ofC. againstD. on30. Young __A___ John was, he was able to swim across the channel within minutes.A. asB. soC. thoughD. although31. Most of the stones are _____D___ a man and weigh about two and a half tons each.A. more highB. much more highC. higher moreD. higher than32. All examination paper _____D___, the teacher let the students leave.A. handing inB. having handed inC. to be handed inD. having been handed in33. The temperature___C_____, the chemical reaction is being speeded up.A. raisedB. being risenC. risingD. raising34. ___A_____ fashion varies from country to country may reflect the cultural differences in a sense.A. ThatB. WhatC. WhetherD. Which35. The more he tried to help her, ____B____ she seemed to appreciate it.A. lessB. the lessC. the leastD. the lesser36. His father is ___C_____ than his mother.A. older four yearsB. as four years olderC. four years olderD. four years bigger37. Copper as well as most metals ____A____.A. is a good conductorB. is a good insulatorC. are good conductorD. are good insulators38. I doubt ____A____ he will lend you the book.A. whetherB. whenC. thatD. which39.Students in his class can’t understa nd _____C__________.A. what does the sentence meanB. what means this sentenceC. what this sentence meansD. what is the meaning of the sentence40. It makes no difference to me ____D____ he will come or not.A. howB. whyC. whenD. whether41. Mary is the only one of the team members ___A_____ to be transferred.A. who is goingB. who are goingC. who have been goingD. who has been going42. Is this the place___ A __ the exhibition was held?A. whereB. thatC. on whichD. how43. Frank plays ____B____ Alex.A. a lot more better thanB. a lot better thanC. much more better thanD. much more well than44.I didn’t remember his name _____C___ after I had greeted him.A. whenB. asC. untilD. while45.We didn’t know his telephone number, otherwise we _____A___ him.A. would have telephoneB. must have telephonedC. would telephoneD. had telephoned46. ________, he slipped through the window.A. With anyone noticingB. With anyone noticedC. Without anyone noticingD. Without nobody noticed47. Two policemen happened ____C____ the traffic at the crossroads when his car was hit by a drunk driver.A. to directB. to directingC. to be directingD. to be directed48. The murderer was brought in, with his hands ____C____ behind his back.A. to be tiedB. being tiedC. tiedD. having been tied49. I think English is ____C____ than Japanese.A. much importantB. importantC. much more importantD. more much important50. There used to be some trees by the lake, ____C____?A. was thereB. were thereC. weren’t thereD. wasn’t there51. We must do well ____B____ the boss assigns us to do.A. thatB. whateverC. whicheverD. those52.We don’t doubt ____B____ he can make a good job of it.A. ifB. thatC. whatD. why53. ____A___ is unknown to me.A. Where he isB. Where is heC. He is whereD. Is he where54. ----- Who is John Smith?----- He is the speaker ____C____ heard last week.A. which we would haveB. we would haveC. weD. we had55. The girl desires that she ____D____ an opportunity to receive higher education.A. should giveB. givenC. be givingD. be given56. The instruments of the older factory ____D____.A. is as good or better than the new oneB. are as good or better than the new oneC. is as good as or better than those of the new oneD. are as good as or better than those of the new one57. ____B____ the door than somebody started knocking on it.A. I had closed no soonerB. No sooner had I closedC. I had no sooner closedD. No sooner I closed58. To some extent, unemployment as well as taxes ____A____ votes.A. influencesB. influenceC. have influencedD. has influenced59. The question ____D____ finally, we went home.A. to be settledB. settlingC. having settledD. settled60. The soldiers jumped into the river _____A___ past their ears.A. with bullets whistlingB. with bullets whistledC. with bullets to whistleD. with bullets being whistling61. The small children were eager to know ___A_____.A. what was in their stockingsB. where were their stockingsC. where was in their stockingsD. what was their stocking in62. This room is ____A____ much larger than that one.A. noB. not aC. no aD. as63. Of the two cups, he bought ____A____ one.A. the smallerB. the smallestC. smallD. smaller64. War and peace ____A____ a constant theme in the history of the world.A. isB. areC. have beenD. has been65. Hen has a new car. I wonder when ____A____ it.A. he boughtB. did he buyC. buysD. he is buying66. I was sure ____B____ I would overcome all these difficulties.A. whatB. thatC. whichD. whether67. No one was aware ____C____ Jane had gone.A. where thatB. of the placeC. of whereD. the place68. The village _____C___ my mother grew up in is not far from the city.A. whatB. whereC. whichD. wherever69. The rest of the magazines ____C____ on sale today.A. isB. haveC. areD. has70. The higher the standard of living, ___D_____.A. the greater is the amount of paper is usedB. the greater amount of paper is usedC. the amount of paper is used is greaterD. the greater the amount of paper is used71. If he had worked harder, he ____C____ the exams.A. must have got throughB. would get throughC. would have got throughD. could get through72. It is politely requested by the hotel management that radios ___C_____ after 11 o’clock at night.A. were not playedB. not to playC. not be playedD. did not play73. ___B_____, they made their way through the street.A. He guidedB. With his guidingC. He is guidingD. He had guided74.It was ___C_____ fun to play games on the grassland that more and more children gathered.A. such a greatB. so great aC. such greatD. so great75. If his grandparents were ___A_____, Joseph would have a happier childhood.A. aliveB. liveC. livingD. lived二、英语完形填空76. Most children with healthy appetites are ready to eat almost anything that is offered them and a child rarely dislikes food ( 1 ) it is badly cooked. The ( 2 ) a meal is cooked and served is the most important and an ( 3 ) served meal will often improve a child’s appetite. Never ask a child ( 4 ) he likes or dislikes a food and never ( 5 ) likes and dislikes in front of him or allow ( 6 ) else to do so. If the father says he hates fat meat or the mother ( 7 ) vegetables in the child’s hearing, he is ( 8 ) to copy this procedure. Take it ( 9 ) granted that he likes everything and he probably ( 10 ). Nothing healthful should be omitted from the meal because of a ( 11 ) dislike. At meal times it is a good ( 12 ) to give a child a small portion and let him ( 13 ) back for a second helping rather than give him as ( 14 ) as he is likely to eat all at once. Do not talk too much to the child ( 15 ) meal times, but let him get on with his food; and do not ( 16 ) him to leave the table immediately after a meal or he will ( 17 ) learn to swallow his food ( 18 ) he can hurry back to his toys. Under ( 19 ) circumstances must a child be coaxed(哄骗) ( 20 ) forced to eat.D.1. A. if B. until C. that D. unlessC.2. A. procedure B. process C. wayD. methodB.3. A. adequately B. attractivelyC. urgentlyD. eagerlyA.4. A. whetherB. whatC. thatD. whichC.5. A. remark B. tell C. discussD. argueB.6. A. everybody B. anybodyC. somebodyD. nobodyC.7. A. opposes B. denies C. refusesD. offendsD.8. A. willing B. possible C. obliged D. likelyD.9. A. with B. as C. over D. forC.10. A. should B. may C. willD. mustA.11. A. supposedB. provedC. consideredD. relatedC.12. A. point B. custom C. ideaD. planB.13. A. ask B. comeC. returnD. takeA.14. A. muchB. littleC. fewD. manyD.15. A. on B. over C. by D. duringB.16. A. agree B. allowC. forceD. persuadeB.17. A. hurriedly B. soonC. fastD. slowlyA.18. A. soB. untilC. lestD. althoughD.19. A. some B. much C. such D. noA.20. A. orB. norC. butD. neither77.In Japan, most people still feel that a woman’s place is in the home; and most women willingly accept their ( 1 ) role as wife, leaving the business of making a living ( 2 ) their husbands. For those who do want a ( 3 ) of their own, opportunities are limited, and working women usually have to ( 4 ) for lower wages, fewer promotions, less responsible ( 5 ).In America, on the other hand, most women, ( 6 ) wives and mothers, work most of their lives, but ( 7 ), few have had real careers. As in Japan most fields are ( 8 ) by men and opportunities for women have been ( 9 ), salaries low, chances for advancement ( 10 ) American women work mainly because they ( 11 ), in these days of inflation and luxury living. ( 12 ) income per family is simply not enough to ( 13 ). So American women actually have two jobs: one nine-to-five position outside the home, and ( 14 ) round-the-clock-in-the-home-job ( 15 ) wife, house-maid, cook, and nurse.One of the main goals of the modern women’s liberation movement, which started ( 16 ), was to eliminate sex discrimination in the work force, and to ( 17 ) careers for women that were previously ( 18 ) for men. Though there is still a long way to ( 19 ), a lot of progress has been ( 20 ).C.1. A. conservative B. usual C. traditionalD. unhappyC.2. A. for B. no C. up toD. away withB.3. A. job B. careerC. professionD. postA.4. A. settleB. requestC. askD.searchD.5. A. titles B. status C. assignments D. positionsB.6. A.concerning B. includingC. containingD. involvingB.7. A. at present B. until recentlyC. recentlyD.not until recentlyD..8. A. owned B. kept C. led D. dominatedA.9. A. restrictedB. boundedC. reducedD. prohibitedC.10. A. small B. inadequate C. rareD. scarceD.11. A. should B. ought C. like D. have toA.12. A.oneB. singleC. onlyD. the oneB.13. A.live B. live onC. feed onD. supportD.14. A. another B. one C. other D. the otherA.15. A. such asB. likeC. asD. actingA.16. A. in the early 1960sB. in early the 1960sC. early in the 1960D. in the early 1960B.17. A. lead to B. open upC. offerD. set upD.18. A. preserved B. observed C. concerned D. reservedA.19. A. goB. travelC. striveD. pull throughA.20. A. madeB. takenC. coveredD. completed78. Du ring recent years we have heard much about “race”: how this race does certain things and that race believes certain things and so on. Yet, the ( 1 ) phenomenon of race consists of a few surface indications.We judge race usually ( 2 ) the coloring of the skin: a white race, a brown race, a yellow race and a black race. But ( 3 ) you were to remove the skin，you could not ( 4 ) anything about the race to which the individual belonged. There is ( 5 ) in physical structure, the brain or the internal organs to ( 6 ) a difference.There are four types of blood. ( 7 ) types are found in every race, and no type is distinct to any race. Human brains are the ( 8 ). No scientists could examine a brain and tell you the race to which the individual belonged. Brains will ( 9 ) in size, but this occurs within every race.( 10 ) does size have anything to do with intelligence. The largest brain ( 11 ) examined belonged to a person of weak ( 12 ). On the other hand, some of our most distinguished people have had ( 13 ) brains.Mental tests which are reasonably ( 14 ) show how no differences in intelligence between races. High and low test results both can be recorded by different members of any race. ( 15 ) equal educational advantages, there will be no difference in average standings, either on account of race or geographical(地理的)location.Individuals of every race ( 16 ) civilization to go backward or forward. Training and education can change the response of a group of people, ( 17 ) enable them to behave in a ( 18 ) way.The behaviors and ideals of people change according to circumstances, but they can always go back or go on to something new ( 19 ) is better and higher than anything ( 20 ) the past.D.1. A. complete B. full C. total D. wholeB.2. A. in B. fromC. atD. onB.3. A. since B. ifC. asD. whileC.4. A. speak B. talk C. tellD. mentionC.5. A. something B. everything C. nothingD. anythingB.6. A. display B. indicateC. demonstrateD. appearA.7. A. AllB. MostC. NoD. SomeA.8. A. sameB. identicalC. similarD. alikeD.9. A. remain B. increase C. decrease D. varyC.10. A. Only B. Or C. NorD. SoD.11. A. ever B. then C. never D. onceC.12. A. health B. body C. mindD. thoughtB.13. A. big B. smallC. minorD. majorD.14. A. true B. exact C. certain D. accurateC.15. A. Provided B. Concerning C.GivenD. FollowingB.16. A. make B. causeC. moveD. turnA.17. A. andB. butC. thoughD. soB.18. A. ordinary B. peculiarC. usualD. commonA.19. A. thatB.whatC. whicheverD. whateverD.20. A. for B.to C. within D. in79. Are some people born clever, and others born ( 1 )? Or is intelligence developed by our environment and our experiences? ( 2 ), the answer to both these questions is yes. ( 3 ) some extent our intelligence is given us at birth, and no ( 4 ) of special education can make a genius ( 5 ) a child born with low intelligence. ( 6 ), a child who lives in a boring environment will ( 7 ) his intelligence less than one who lives in rich and ( 8 ) surroundings. Thus the limits of a person's intelligence are fixed at birth, ( 9 ) whether or not he reaches those limits will depend on his environment. This ( 10 ), now held by most experts, can be supported in a number of ways.( 11 ) is easy to show that intelligence is to some extent something we are born ( 12 ). The closer the blood relationship between two people, the closer they are ( 13 ) to be in intelligence. Thus ( 14 ) we take two unrelated people at random from the population, it is likely that their degrees of ( 15 ) will be completely different. If on the other hand we take two ( 16 ) twins, they will very likely be as intelligent as each other. Relations like brothers and sisters, parents and children, ( 17 ) have similar intelligence, and this clearly suggests that intelligence depends on birth. Imagine now ( 18 ) we take two identical twins and put them in different environments. We would soon ( 19 ) differences in intelligence developing, and this indicates that ( 20 ) as well as birth plays a part.D.1. A. wise B. intelligent C. bright D. stupidC.2. A. By no means B. Strangely enough C. Sure enoughD. For sureA.3. A. ToB. InC. WithD. OnB.4. A. number B. accountC. quantityD. qualityC.5. A. into B. from C. out ofD. byA.6. A. On the other handB. On the one handC. In this senseD. As far as we knowD.7. A. decrease B. descend C. delete D. developB.8. A. varying B. variedC. healthfulD. hygienicD.9. A. although B. so C. thus D. butB.10. A. outlook B. viewC. speculationD. judgmentC.11. A. That B. This C. ItD. SoA.12. A. withB. forC. toD. inB.13. A. possible B. likelyC. impossibleD. unlikelyC.14. A. whether B. when C. ifD. unlessB.15. A. intimacy B. intelligenceC. similarityD. differenceB.16. A. same B. identicalC. parallelD. relatedC.17. A. certainly B. undoubtedly C. usuallyD. sometimesB.18. A. if B. thatC. whenD. whileB.19. A. see B. find outC. findD. work outA.20. A. environmentB. developmentC. bloodD. education80. Vitamins are a group of substances found in food. The body needs them for life and health. So ( 1 ), many people are concerned ( 2 ) the question: Am I getting enough vitamins, and am I getting the ( 3 ) kind?Even though very small ( 4 ) of each vitamin are enough for the ( 5 ) of the body, the worry people have about vitamins has some basis. And this has to do ( 6 ) their diet---the food they take in. A person eating a good ( 7 ) of foods get all the vitamins now ( 8 ) to be needed.The problem is that there are many people ( 9 ) don’t choose foods wisely. So the answer ( 10 ) this question is: No ( 11 ) vitamins are needed, ( 12 ) you eat proper foods. In fact, many of the vitamins cannot be ( 13 ) in the body, so when extra vitamins are taken in, the body simply gets rid of them. It is even ( 14 ) to put too much of certain vitamins into the body. This has been found to be true ( 15 ) vitamin A and D, when large amounts are taken ( 16 ).What foods supply what vitamins? Here is a quick ( 17 ) idea. Vitamin A for the ( 18 ) of the eyes, skin, teeth, and bones, is found in green vegetables, fruits, eggs, liver and butter. Vitamin B1 which ( 19 ) the nervous and digestive ( 20 ) and prevents certain diseases, is found in cereals, pork and liver. VitaminB2 is found in milk, eggs, green vegetables and meats. Vitamin C, which helps bones and teeth, is found in tomatoes, certain fruits and vegetables. These are only a few of the most important vitamins the body needs.B.1. A. normally B. naturallyC. predictablyD. likelyC.2. A. of B. in C. withD. atD.3. A. particular B. exact C. special D. rightD.4. A. numbers B. qualities C. volumes D. amountsA.5. A. needsB. standardsC. hungerD. wishB.6. A. to B. withC. ofD. aboutA.7. A. varietyB. kindC. sortD. rangeB.8. A. clear B. knownC. acquaintedD. understoodD.9. A. they B. which C. whose D. whoB.10. A. at B. toC. ofD. aboutC.11. A. rich B. exceptional C. extraD. plentyB.12. A. when B. providingC. whereD. thatC.13. A. saved B. digested C. storedD. assembledC.14. A. harmless B. beneficial C. harmfulD. fatalB.15. A. to B. ofC. inD. atC.16. A. down B. up C. inD. toC.17. A. specific B. detailed C. generalD. vagueB.18. A. sake B. healthC. favorD. interestD.19. A. forms B. harms C. changes D .helpsB.20. A. part B. systemC. collectionD. combination三、英语阅读理解81.Holidays in the United States usually occur at least once a month. Most months have a national holiday that has been arranged to be celebrated on a Monday. The holidays have all been decided to be celebrated on a Monday so that the workers may have 3-day weekends--- that is, Saturday, Sunday and Monday in order to rest or travel or do things with their families. Major holidays in the United States such as N ew Year’s Day or Christmas Day or the day, when we remember the first settlers of the United States, called Thanksgiving Day are celebrated all over the country. During these holidays most businesses close and the workers stay home and celebrate with their family.Vacation can be from 2 weeks a year to 4 weeks a year. This usually depends on how long you’ve been working for a company, what type of position you have, whether you have a very high position or a very important position and it’s difficult to fin d someone to replaceyou. In this case, you might take a few days at a time rather than taking one month all at once. Usually the more time you spend working for a company, the more time you may get for vacation.1. The government of the United States makes it a rule for workers to have a ___ weekend almost once a month.A. 1-dayB. 2-dayC. 3-dayD. 4-day2. Workers in the United States sometimes work from___.A. Monday to SaturdayB. Tuesday to SundayC. Thursday to FridayD. Tuesday to Friday3. Which statement is not true according to this passage?A. Only a few shops remain open on New Years Day.B. Most of the workers needn’t work on Christmas Day.C. Days on vacation must be more than all the holidays in a year.D. All the workers have a half month vacation at last.4. The reason why someone has to divide his vacation into several parts is that ___.A. no one can be found to take his placeB. he hasn’t a most high positionC. he plays an important role in his workD. he hasn’t been working for his co mpany for a long time5. Which of the following is the best title for this passage?A. Holidays in the United StatesB. Vacation in the United States.C. How do the workers spend their holidays.D. Something about the holidays and vacation in the U.S..82.Why don’t birds get lost in their long migratory flights? Scientists have been puzzled over this question for many years. Now they’re beginning to fill in the blanks.Not long ago, experiments showed that birds rely on the sun to guide them during daylight hours. But what about birds that fly mainly at night? Tests with artificial stars have proved conclusively that certain night-flying birds are able to follow the star in their long-distance flights.One such bird---a warbler(鸣禽)---had spent its lifetime in a cage and never flown under the natural sky. Yet it showed an inborn ability to use the stars for guidance. The bird’s cage was placed under an artificial star-filled sky at migration time. The bird tried to fly in the same direction as that taken by his outdoor cousins. Any change in the position of the make-believe stars caused a change in the direction of his flight.Scientists think that warbler, when flying in daylight, use the sun for guidance. But the stars are apparently their principal means of navigation. What do they do when the stars are hidden by clouds? Apparently, they find their way by such landmarks as mountain ranges, coast lines, and river courses. But when it’s too dark to see these, the warblers circle helplessly, unable to get their bearings.1. The reason why birds don’t get lost in migratory flightsA. have been known to scientists for years .B. have only recently been discovered.C. are known by everyone.D. will probably remain a mystery.2. The experiment with the warbler indicated thatA. birds have to be taught to navigate.B. a bird that has been caged will not migrate.C. some birds cannot fly at night.D. some birds seem instinctively to follow the star when flying at night.3. Under artificial stars, the bird in the cageA. tried to fly in the same direction as birds not caged .B. changed direction when the position of the stars was changed.C. would not fly at all.D. both A and B.4. Warblers migrateA. from North American to the Falkland Islands.B. only once during their lifetime.C. using what is apparently an inborn navigational ability.D. when they are freed from their cages.5. This article is a good example of the way scientistsA. jump to conclusion.B. discover workable answers to general questions by studying particular cases.C. formulate a law and then carry out investigation.D. are frustrated by the habits of animals.83. Social customs and ways of behaving change. Things which were considered impolite many years ago are now acceptable. Just a few years ago, it was considered impolite behavior for a man to smoke on the street. No man who thought of himself as being a gentleman would make a fool of himself by smoking when a lady was in a room.Customs also differ from country to country. Does a man walk on the left or the right of a woman in your country? Or doesn’t it matter? What about table manners? Should you use both hands when you are eating? Should you leave one on your lap, or on the table?The Americans and the British not only speak the same language but also share a large number of social customs. For example, in both America and England people shake hands when they meet each other for the first time. Also, most Englishmen will open a door for a woman or offer their seat to a woman, and so will most Americans. Promptness is important both in England and in America. That is, if a dinner invitation is for 7 o’clock, the dinner guest either arrives close to that time or calls up to explain his delay.The important thing to remember about social customs is not to do anything that might make other people feel uncomfortable, especially if they are your guests. There is an old story about a man who gave a formal dinner party. When the food was served, one of the guests started to eat his peas with a knife. The other guests were amused or shocked, but the host calmly picked up his knife and began eating in the same way. It would have been bad manners to make his guest feel foolish or uncomfortable.1. If one has accepted a dinner invitation, what should he do if he is to be late for the dinner?A. He should find an excuse.B. He should ask for excuse.C. He should say “Sorry”.D. He should telephone to explain his being late.2. “It would have been bad manners to make his guests feel foolish or uncomfortable.” “Bad manners: means ___.A. uglyB. dishonestC. impoliteD. shameful3. Which of the following do you think is the best title for this passage?A. Social Customs and BehaviorB. Social lifeC. American and British CustomsD. Promptness Is Important4. According to the text, the best host ___.A. tries his best to make his guests feel comfortableB. makes his guests feel excitedC. tries to avoid being naughty to his guestsD. tries to avoid being foolish5. The author of this article may agree with which of the following?。

西南大学网络学院20年春季[0582]《现代广告学》在线作业辅导答案

西南大学网络学院20年春季[0582]《现代广告学》在线作业辅导答案2020一、单项选择题1、下面不是广告计划的是（） 1.长期广告计划 2.中期广告计划3.短期广告计划4.单一性广告计划2、下面不是广告计划内容的是（） 1.广告的市场分析 2.广告的目标 3.广告的对象 4.广告的制作3、传统作业程序是以为核心，而现代作业程序里要求以为核心。

1.广告创意广告策划2.广告创意广告表现3.广告表现广告主题4.广告主题广告策划4、为推销商品或服务，自行或委托他人设计、制作、代理发布广告的法人、其他组织或者个人称为：（）。

1.广告咨询 2.广告公司3.广告主 4.广告代理5、（）是指专门从事为广告主进行广告活动的服务性行业。

（）指受广告主委托专门提供广告设计、制作、代理服务，具备相应的专业人员、设备、并依法办理公司登记，依法从事广告活动的法人组织。

1.广告宏观管理广告自律协会2.广告经营业广告公司3.广告经营业广告协会4.广告代理业广告调查公司6、（）是广告经营业的基本组织形态。

它是指受广告主委托专门提供广告设计、制作、代理服务，具备相应的专业人员、设备、并依法办理公司登记，依法从事广告活动的法人组织。

1.广告公司 2.调查公司 3.广告协会 4.企业广告部7、能借以实现广告主与广告对象之间信息传播的物质或工具，或者说凡是能刊载广告作品，并实现广告主与广告对象之间信息沟通的物质均可称为。

1.互联网 2.新闻媒体 3.广告代理 4.广告媒体8、媒体的发展变化要求广告主和广告业经营者首先必须在观念上有一个大的转变，首先，以为中心的观念必须成为一切广告活动的出发点；其次，要求把作为广告活动的起点；最后，广告将具需要更高的科技含量和创造性。

1.产品消费者 2.广告成本消费者 3.消费者产品4.消费者市场9、广告媒体是指。

1.能借以实现广告主与广告对象之间信息传播的物质或工具或能刊载广告作品，并实现广告主与广告对象之间信息沟通的物质。

形式逻辑_习题集(含答案)

一、单选题1.思维的逻辑形式之间的区别，取决于（）。

A、思维的内容B、语言表达形式C、逻辑常项D、变项E、逻辑常项和变项2.“我们的干部来自五湖四海。

”这里，“干部”这个概念，实在（）的意义上使用的。

A、集合概念B、非集合概念3.“中国女子排球队多次夺得过世界冠军。

”这里，“世界冠军”是（）。

A、普遍概念B、单独概念4.“战场”和“战士”这两个概念是（）。

A、属种关系B、交叉关系C、全异关系5.将“学生”限止为“中学生”，概括为“知识分子”。

对上述限制和概括的评价最为确切的是（）。

A、限制和概括都很正确B、限制和概括都不正确C、限制正确，概括不正确D、限制不正确，概括正确6.“正方形就是四角相等的四边形。

”对上述定义评价最为确切的是（）。

A、正确B、不正确，定义过宽C、不正确，定义过窄D、不正确，循环定义7.母项S通过划分，得到并且只得到S1和S2两个子项。

如果这一划分是正确的，则S1和S2不可能具有（）关系。

（1）属种关系（2）矛盾关系（3）对立关系A、只有（1）B、只有（2）C、只有（3）D、只有（1）和（2）E、只有（1）和（3）8.如果A是一个正概念，B是一个负概念，则A与B的外延关系（）。

A、必定是矛盾关系B、必定不是矛盾关系C、可能不是矛盾关系D、不可能是矛盾关系E、必定是全异关系9.“平反是对处理错误的案件进行纠正。

”能最为确切地说明上述定义不严格的是（）。

A、对案件是否处理错误，应该有明确的标准，否则不能说明什么是平反B、应该说明平反的操作程序C、应该说明平反的主体，平反的主体应该具备足够的权威性D、对平反的客体应该具体分析，平反了，不等于没错误E、处理错误的案件包括三种：重罪轻判，轻罪重判和无罪而判10.“认识错误”是“改正错误”的（）。

14-04广告学(一)成人自考考试练习题含答案

(1).研究广告经济效益需要运用的方法是A.数学方法B.归纳法C.演绎法D.系统方法正确答案A(2).为广告媒体决策提供依据的是A.媒体效果调查B.广告媒体调查J媒体受众调查D∙广告受众调查正确答案B(3).产品调查包括A.市场测试B.效果反馈C.态度量表D.媒体测试正确答案A(4).每增加一个单位产品所增加的费用是A.固定成本B.总成本C.长期成本D∙边际成本正确答案D(5).电视不具有的媒体优势是A.诉说感染力强B.传递迅速C.易于再传播D.覆盖面广正确答案C(6).橱窗陈列工作中的陈列品残损是指A.被盗失窃B.操作残损 C.意外事故D∙自然销售正确答案B(7).企业的优势与劣势的比较前提是A.自身历史B.同类企业C.竞争对手D∙领导企业正确答案C(8).我国古代广告表现的特点是A.形式单一B.形式多祥J内容丰富D.内容单一正确答案D(9).我国近代广告发展最显著的标志是A.《邸报》出现B.报纸广告的出现C.音响广告出现D.洋务运动开始正确答案B(10).属于企业经营基本原则的是A.避重就轻B.避实就虚 C.扬长避短D∙善始善终正确答案C(11).短期成本中不随产销量的变动而变动的成本是A∙固定成本B,变动成本C•边际成本D.平均成本正确答案A(12).消费者对一个月内的广告的记忆程度为A.长期效益B.间接效益C.直接效益D.短期效益正确答案D(13).广告主对虚假广告给顾客造成损失时应当A.收回广告B.赔礼道歉C.承担赔偿责任D∙停业整顿正确答案C(14).广告公司代表客户与媒体交易在法律上属于委托人,它负责A.调查消者反应B,支付委托的业务费用C.管理媒介单位的经营D∙保证商品的销售正确答案B(15).傅汉章、邙铁军的广告学著作是A.《实用广告学》B.《广告学》C.《现代广告学》D.《广告知识与技巧》正确答案B(16).《中华人民共和国广告法》颁布于A.1978年B.1981年C.1990年D.1994年正确答案D(17).对已发生法律效力的广告行政处罚决定,人民法院在受理工商机关强制执行的申请之后•可以采取的强制措施是A.执行劳动教养B.采取刑事监押C.提取银行存款D.取保候审正确答案C(18).研究广告作用时必须运用的方法是A.归纳法B.演绎法C.统计法D.综合法正确答案D(19).中国广告协会成立于A.1981年B.1982年C.1983年D.1984年正确答案C(20).我国完整广告活动形成的标志是A.广告公司出现B.广告协会成立C.广告法诞生D.广告代理出现正确答案A(21).产品生命周期包括A.导入期B.成长期 C.成熟期D∙衰退期 E.延伸期(22).广告学科的构成部分包括A.广告基础理论B∙广告设计研究J广告效果理论 D.广告营销理论E.广告管理研究正确答案ABDE(23).市场调查的策划包括A.预算阶段B.准备阶段C.决策阶段D.落实阶段 E.反馈阶段正确答案ABCD(24).非随机抽样包括A.任意抽样B.判断抽样C.配额抽样D.滚雪球抽样E.组合抽样正确答案ABCDE(25).广告调查主要搜集的资料包括A.广告客户提供的资料B.广告策划人员调查的情，兄C.有关政策和法规D∙广告创作表现的相关资料E.广告协会的相关规定市场学是研究生产者与市场关系和市场变化规律的科学(27).短期成本短期成本是指企业在短期内不改变其生产规模即设备'厂房等固定资产投入量•只改变原材料、燃料、劳动等的投入量•来调整产量时发生的费用,因此短期成本又可分为固定成本和变动成本。

[广告学]考试卷【含答案】

西南科技大学网络教育学院（2013）/（2014）学年第2 学期试题单〈A 卷〉课程名称：广告学专业班级：命题教师：万嵩学生姓名：学号：成绩：考试时间：月日一、填空题1 ( 每题 2 分，共6 题，共12 分)1. Bedell 理论阐明了广告效果是广告主题（指向）定位，广告本身的传播技术和直接效果，与广告配合的__ 营销策略________三者的集合。

2. 广告代理制包括商品细分代理制和___ 媒体细分__代理制两种。

3. 现代广告公司实施广告代理制的基本理念是：以策划为主导，以市场调查为基础，以_______创意____为中心。

4. 广告预算是对企业广告活动所需经费总额及开支范围的事先部署和安排。

5. _____分切______又称无技巧剪辑，指把两个有内在联系的镜头直接剪接在一起。

6. 广告规制，从规制主体的差异性角度，可以大致分为行政管理规制，社会性组织规制和______ 行业规制________等三种基本类型。

二、不定项选择( 每题 2 分，共 6 题，共12 分，下列各小题备选答案中，有一个或多个符合题意的答案。

多选、少选、错选、不选均不得分)7. 广告活动最基本的功能是（）。

A、传播功能B、经济功能C、社会功能D、启发功能8. 电视媒介的不足有（）。

A、时间短暂，难以保存B、制作复杂，收费昂贵C、难以传播抽象信息D、受众被动接受影响传播效果E、受众接触范围小9. 以下服务内容，属于综合型广告代理公司的有（）。

A. 产品的研究B. 市场调查C. 广告计划拟订D. 广告设计E. 广告制作10. 广告运作包括以下哪几个环节( )A、广告调查B、广告策划C、广告表现D、媒介发布E、效果测定11. 在确定媒介如何使用和选择不同媒介时，以强调到达率为主的情况是（）A、推出新产品B、某些正在发展的商品类别C、购买次数较少的商品或劳务D、说明性广告E、新推出的品牌12. 《中华人民共和国广告法》正式施行的时间是（）。

广告课程考试题目和答案

广告课程考试题目和答案一、单项选择题（每题2分，共20分）1. 广告的定义是什么？A. 一种商业行为，旨在通过各种媒介向公众传播特定信息B. 一种艺术创作，主要目的是审美和欣赏C. 一种社交活动，用于建立人际关系D. 一种政治宣传，用于影响公众意见答案：A2. 广告的主要目的是什么？A. 提高产品知名度B. 增加产品销量C. 塑造品牌形象D. 所有以上选项答案：D3. 以下哪个不是广告媒介？A. 电视B. 杂志C. 社交媒体D. 私人信件答案：D4. 广告创意过程中，哪个步骤是至关重要的？A. 市场调研B. 创意构思C. 设计制作D. 广告投放答案：B5. 广告效果评估的主要指标不包括以下哪一项？A. 品牌知名度B. 产品销量C. 消费者满意度D. 广告预算答案：D6. 广告中使用名人代言的策略被称为什么？A. 品牌延伸B. 品牌联合C. 名人效应D. 品牌忠诚答案：C7. 以下哪个不是广告中的心理诉求？A. 恐惧B. 幽默C. 权威D. 价格答案：D8. 广告中的USP指的是什么？A. 独特的销售主张B. 独特的市场定位C. 独特的产品特性D. 独特的品牌形象答案：A9. 广告法规中，以下哪个行为是被禁止的？A. 使用夸张的手法吸引消费者B. 真实准确地描述产品特性C. 误导消费者D. 尊重竞争对手答案：C10. 广告中的色彩运用主要基于什么理论？A. 色彩心理学B. 色彩物理学C. 色彩化学D. 色彩生物学答案：A二、多项选择题（每题3分，共15分）11. 广告策划的主要步骤包括哪些？A. 市场调研B. 目标市场定位C. 创意发展D. 媒介选择E. 广告效果评估答案：ABCDE12. 广告中常用的诉求方式有哪些？A. 理性诉求B. 情感诉求C. 权威诉求D. 幽默诉求E. 恐惧诉求答案：ABCDE13. 广告媒介的选择需要考虑哪些因素？A. 目标受众B. 广告预算C. 广告内容D. 媒介覆盖范围E. 媒介成本答案：ABCDE14. 广告法规的主要目的是什么？A. 保护消费者权益B. 维护市场竞争秩序C. 促进广告业健康发展D. 限制广告创作自由E. 规范广告行为答案：ABCE15. 广告创意中，以下哪些元素是重要的？A. 文案B. 图像C. 色彩E. 特效答案：ABCDE三、判断题（每题2分，共10分）16. 广告是一种非商业行为，主要目的是传播信息。

大二广告学考试题及答案

大二广告学考试题及答案一、单选题（每题2分，共20分）1. 广告学中，广告的四大支柱不包括以下哪一项？A. 创意B. 媒介C. 受众D. 产品答案：D2. 以下哪个不是广告策划的基本原则？A. 目标性原则B. 针对性原则C. 创新性原则D. 随意性原则答案：D3. 广告效果评估中，以下哪项不是评估指标？A. 广告到达率B. 广告认知度C. 广告满意度D. 广告成本答案：D4. 广告媒介选择时，以下哪项不是考虑因素？A. 媒介覆盖面B. 媒介成本C. 媒介影响力D. 媒介美观度答案：D5. 以下哪个不是广告创意的来源？A. 消费者需求B. 产品特性C. 竞争对手D. 个人情感答案：D6. 广告文案中，以下哪项不是撰写原则？A. 简洁明了B. 情感诉求C. 逻辑清晰D. 过度夸张答案：D7. 广告心理学中，以下哪项不是消费者购买行为的影响因素？A. 个人因素B. 心理因素C. 社会文化因素D. 产品价格答案：D8. 广告预算的制定中，以下哪项不是预算方法？A. 销售百分比法B. 竞争对抗法C. 目标任务法D. 利润最大化法答案：D9. 广告法规中，以下哪项不是广告发布时必须遵守的原则？A. 真实性原则B. 合法性原则C. 道德性原则D. 随意性原则答案：D10. 广告中使用名人代言，以下哪项不是其优势？A. 提高品牌知名度B. 增加产品可信度C. 增强广告吸引力D. 降低广告成本答案：D二、多选题（每题3分，共15分）1. 广告创意过程中，以下哪些因素可以激发创意？A. 市场调研B. 团队头脑风暴C. 个人灵感D. 竞争对手分析答案：ABCD2. 广告媒介策划时，以下哪些是常用的媒介类型？A. 电视B. 报纸C. 网络D. 户外广告答案：ABCD3. 广告效果评估中，以下哪些是常用的评估方法？A. 实验法B. 调查法C. 观察法D. 模拟法答案：ABCD4. 广告文案撰写时，以下哪些是常用的修辞手法？A. 比喻B. 拟人C. 排比D. 对比答案：ABCD5. 广告心理学中，以下哪些是影响消费者购买行为的心理因素？A. 感知B. 态度C. 学习D. 动机答案：ABCD三、判断题（每题1分，共10分）1. 广告创意必须完全基于产品特性，不能有艺术加工。

广告学试题及答案

广告学试题及答案一、选择题（每题2分，共20分）1. 广告学是一门研究广告活动的学科，它主要研究广告的（）A. 创作技巧B. 传播效果C. 经济价值D. 社会影响答案：ABCD2. 广告的四大功能包括（）A. 信息传递B. 说服诱导C. 形象塑造D. 娱乐消遣答案：ABCD3. 在广告创意过程中，以下哪项不属于创意原则？（）A. 原创性B. 相关性C. 可操作性D. 随意性答案：D4. 广告媒介的类型包括（）A. 印刷媒介B. 电子媒介C. 户外媒介D. 网络媒介答案：ABCD5. 广告效果评估的指标通常包括（）A. 认知度B. 情感度C. 行为度D. 忠诚度答案：ABCD二、填空题（每空1分，共10分）1. 广告的目的是促进_______，增加_______。

答案：销售；利润2. 广告策略的核心是_______，即通过_______来影响消费者。

答案：说服；信息传播3. 广告创意的“3B”原则是指_______、_______、_______。

答案：Baby；Beauty；Beast4. 广告媒介选择的依据包括目标受众、_______、_______和_______。

答案：广告预算；媒介特性；广告内容5. 广告效果的短期评估主要关注_______和_______，而长期评估则更注重_______。

答案：认知度；购买行为；品牌忠诚度三、简答题（每题10分，共20分）1. 简述广告定位的三种主要方法。

答案：广告定位的三种主要方法包括：（1）产品定位，即根据产品的特性和优势来确定广告的诉求点；（2）市场定位，即根据目标市场的需求和特征来调整广告策略；（3）竞争定位，即在广告中突出与竞争对手的差异，以获得市场优势。

2. 描述广告创意的一般流程。

答案：广告创意的一般流程包括：（1）市场研究，了解目标受众和市场环境；（2）创意构思，根据市场研究结果提出创意概念；（3）创意发展，将概念转化为具体的广告文案和视觉设计；（4）创意评估，对创意进行内部和外部的评估，确保其有效性和吸引力；（5）创意实施，将最终确定的创意付诸实施，制作成广告成品。

本科广告学考试题及答案

本科广告学考试题及答案一、单项选择题（每题2分，共20分）1. 广告学是一门研究广告活动的科学，其核心是研究广告的（）。

A. 传播效果B. 创意表现C. 制作技巧D. 市场分析答案：A2. 广告的四大支柱理论是（）。

A. AIDA模型、品牌资产理论、消费者行为理论、整合营销传播理论B. 4P理论、SWOT分析、波特五力模型、PEST分析C. 马斯洛需求层次理论、赫兹伯格双因素理论、期望理论、公平理论D. 传播学理论、社会心理学理论、消费者行为学理论、市场学理论答案：A3. 广告创意的基本原则不包括（）。

A. 原创性B. 相关性C. 简洁性D. 复杂性答案：D4. 广告媒介选择的主要依据是（）。

A. 广告预算B. 目标受众C. 广告主的偏好D. 媒介覆盖范围答案：B5. 广告效果评估的主要指标不包括（）。

A. 品牌知名度B. 品牌忠诚度C. 广告成本D. 广告创意答案：D6. 广告中的USP理论是指（）。

A. 独特的卖点B. 独特的销售主张C. 独特的市场定位D. 独特的品牌形象答案：B7. 广告中的情感诉求不包括（）。

A. 亲情B. 爱情C. 友情D. 理性答案：D8. 广告中的品牌形象理论是由（）提出的。

A. 奥格威B. 科特勒C. 里斯D. 特劳特答案：A9. 广告中的AIDA模型包括（）。

A. 注意、兴趣、欲望、行动B. 意识、兴趣、欲望、记忆C. 注意、兴趣、行动、欲望D. 意识、兴趣、行动、记忆答案：A10. 广告中的ROI理论是指（）。

A. 投资回报率B. 反应、组织、整合C. 反应、组织、创新D. 反应、组织、互动答案：B二、多项选择题（每题3分，共15分）11. 广告策划的主要内容包括（）。

A. 市场分析B. 目标受众定位C. 广告创意D. 媒介选择E. 预算分配答案：ABCDE12. 广告创意的来源可以是（）。

A. 消费者洞察B. 竞争对手分析C. 社会文化趋势D. 技术革新E. 个人经验答案：ABCDE13. 广告媒介的类型包括（）。

西南科大网络英语A2_习题集(含答案)

一、单选题1. Some of us with you.A. agreeB. has agreedC. agreesD. is agreeing2.Years ago we didn’t know this, but recent science that people who don’t sleep well soon get ill.A. showedB. has shownC. will showD. is showing3.I’m sorry that I you had been there already.A. won’t knowB. didn’t knowC. don’t knowD. haven’t known4. ----- I think the movie is really exciting and touching.-----A. So am I.B. So do IC. Neither do ID. The same to you5. The Anti-Japanese War in 1937 and it eight years.A. break out; lastB. was broken out; lastedC. broke out; lastD. broke out; lasted6. A number of paintings in the castle are believed in a fire.A. being destroyedB. having been destroyedC. to be destroyedD. to having been destroyed7. Some customers complain that it usually so long to get refund for the inferior goods they bought.A. takesB. costsC. spendsD. spares8. Robert is said abroad, but I don’t know what country he studied in.A. to have studiedB. to studyC. to be studyingD. to have been studying9. ----- Do you think living in the countryside has more advantages?-----A. Yes, perfectly.B. Well, it depends.C. Yes, it is.D. Nothing at all10.We’re leaving at six o’clock, and hope most of the journey by lunch time.A. to doB. to have doneC. to makeD. to have made11. They always kept on good with their next-door neighbors for the children’s sake.A. friendshipB. relationsC. relativesD. terms12.You can’t help commercials; every few minutes the program is interrupted to give you one advertisement or another.A. to hearB. to be heardC. hearingD. with hearing13. You aren’t using this typewriter ________ ?A. are youB. do youC. will youD. have you14. A party is the ________ activity I want to take part in.A. justB. goodC. mostD. very15. If you refuse to go to the party, ________.A. so would sheB. so does sheC. so will sheD. neither will she16. Some of the water wasted by them.A. wasB. wereC. areD. being17.They on the program for almost one week before I joined them, and now we on it as no good result have come out so far.A. had been working; are still workingB. had worked; were still workingC. have been working; have workedD. have worked; are still working18. It hard when I left the house.A. is rainingB. rainsC. was rainingD. will rain19. ----- Which one do you prefer, the window seat or the aisle seat?-----A. I prefer a window seat.B. I like neither.C. Both will doD. I don’t know20.you there before?.A. Have; beenB. Have; goneC. Have; been toD. Have; gone to21. The meeting next week is sure to be a great success.A. to take placeB. to be taken placeC. to have taken placeD. being taken palace22. If the boy had the dog alone it wouldn’t have bi tten him.A. setB. madeC. hadD. left23. ------ You’ve won the basketball game. Congratulations!------ .A. Oh, not really.B. No one else could do itC. Thank you. We’re really lucky.D. It’s good of you to say so24. The study of the wild world may help to make the world easier .A. understoodB. to be understoodC. to understandD. understand25. There was a good of the countryside from the front of the bus.A. sightB. viewC. sceneD. scenery26.My transistor radio isn’t w orking. It .A. need repairingB. needs to repairC. needs repairingD. need to be repaired27. You should go to the grand opening ceremony, ________ ?A. aren’t youB. shouldn’t youC. wouldn’t youD.don’t you28. The President ________ went to see the flood-stricken areas.A. himselfB. didC. is saidD. has29. ________ that we went outing.A. The weather so fineB. So fine the weather isC. So the weather was fineD. So fine was the weather30. Little he French.A. does, knowsB. does, knowC. did, knowD. did, knew31. ----- What would you do if it tomorrow?----- We have to carry it on, since we’ve got everything ready.A. rainB. is rainingC. will rainD. rains32. Tim a great number of different places in Australia.A. already has visitedB. has already visitedC. has visited alreadyD. has ever visited33. ----- Have you ever been to the Great Wall in Beijing?-----A. Yes, I amB. No, I don’tC. No, I’ve never been thereD. Certainly, I went there.34. Tom his lessons from seven to eight last night.A. was doingB. had doneC. were takenD. had been taken35. As a result of my laziness, I failed my work in time.A. and finishedB. to finishC. and finishingD. to finished36. Jack is good, kind, hard-working and intelligent. , I can’t speak too highly of him.A. As a resultB. By the wayC. In any caseD. In a word37. When are they in their plan?A. handB. handedC. to handD. give38. ----- Excuse me, Sir. Could you hold the suitcase for me?----- .A. It’s a pleasureB. My pleasureC. I couldD. With pleasure39. Who will you get the project for usA. designB. to designC. designedD. designing40. I think we should let Maria go camping with her boyfriend. , she’s a big girl now.A. After allB. Above allC. First of allD. For all41. It is no use me not to worry.A. you tellB. your tellingC. for you to have toldD. having told42. Everything seems all right, ________ ?A. doesn’t itB. won’t itC. hasn’t itD. don’t they43. The sun is ________ far away from the earth.A. muchB. veryC. farD. so44. There ________ more than 300,000 kinds of plants on the earth.A. isB. are existingC. existsD. exist45. A lot of time been spend doing the experiment.A. haveB. hasC. isD. are46. The coffee is wonderful！It doesn’t taste like anything I before.A. was havingB. haveC. have ever hadD. had ever had47. Up to now I very successful.A. am notB. haven’t beenC. was notD. were not48. ----- What is your major, Jack?-----A. I study very hard.B. I’m learning course.C. I major EnglishD. I’m majoring in computer science49. He thin. What’s happened to him?A. was gettingB. is gettingC. will gettingD. had been got50. I am sorry written you a letter at the time.A. to have notB. to not haveC. not to haveD. not having51. Stressful environments lead to unhealthy behaviors such as poor eating habits, whichincrease the risk of heart disease.A. in turnB. in returnC. by chanceD. by turn52. ----- Mom, I’m very sorry for having broken the plate.----- Oh, boy,A. it doesn’t matterB. no problemC. that’s rightD. thank you53. It is said in Australia there is more land than the government know .A. it what to do withB. what to do it withC. what to do with itD. to do what with it54. If you ever have the to go abroad to work, you should take it.A. possibilityB. offerC. luckD. chance55. He is very busy his papers. He is far too busy callers.A. to write; to receiveB. writing; to receiveC. writing; receivingD. to write; for receiving56.Today’s weather isn’t as cold as it was yesterday ________ ?A. was itB. w asn’t itC. is itD. isn’t it57. Silver is ________ the best conductor.A. evenB. moreC. veryD. by far58. I finally got the job I dreamed about. Never in my life ________ so excited.A. did I feelB. I feltC. I had feltD. had I felt59.joyful he was to meet his father again!A. WhatB. How aC. HowD. What60. By the time Jane gets home, her aunt for London to attend a meeting.A. will haveB. leavesC. will have leftD. left61. The wheat cut three days ago.A. wereB. has beenC. hadD. was62. ----- You look tried. What’s the matter?-----A. It doesn’t matterB. Oh, my head aches badly.C. It is not the matterD. Don’t worry63. I my homework now.A. finishB. finishedC. have finishedD. had finished64. Will you lend him a magazine ?A. to be readB. for readingC. to readD. he read65. With more forests being destroyed, huge quantities of good earth each year.A. is washing awayB. are being washed awayC. are washing awayD. is being washed away66. When we hurried to the station, there happened no bus at that time.A. to haveB. to beC. havingD. being67. ----- It’s really nice of you to give me a hand in time!-----A. Thank youB. No, no.C. With pleasure.D. It’s my pleasure.68. We are not allowed outdoor with some other children.A. playingB. to be playingC. to playD. be playing69. The man told his girl friend he would wait for her where the three roads .A. linkB. connectC. meetD. combine70. The suspect at last admitted stolen goods but denied them.A. receiving; sellingB. to receive; to sellC. to receiving; to sellingD. to have received; to have sold71. They found a pile of gold at the entrance. There was ________ more inside the cave.A. yetB. stillC. manyD. lot of72. ----- Hello, this is David speaking. Is Michael there?----- .A. Hold on. I’ll get himB. No, he isn’tC. Yes, I am DavidD. Yes, What do you want?73.an English teacher, I find useful to learn to type.A. As; thatB. To; itC. To be; itD. As; it74. We have two seats for 8:30 flight to New York tomorrow.A. boughtB. soldC. bookedD. ordered75. He could do nothing but for the bus .A. wait; to comeB. wait; comeC. waiting; comingD. waited; came二、英语完形填空76. However important we may regard school life to be, it cannot be denied that children spend more time at home than in the classroom. ( 1 ), the great influence of parents cannot be ( 2 ) or disregarded by the teacher. They can become ( 3 ) supporters of the school personnel or they can consciously or unconsciously interfere ( 4 ) the goals of the programs. Teachers have been aware ( 5 ) the need for the newer methods used in schools. Many principals have ( 6 ) classes showing such matters ( 7 ) the reading, writing, and mathematics programs.Moreover, the classroom teacher, with the permission of the principal, can also play an important ( 8 ) in helping parents. The many interviews carried ( 9 ) during the year as ( 10 ) as new ways of reporting pupils' progress, can significantly aid ( 11 ) achieving a good inter- reaction between school and ( 12 ).Too often, however, teachers' meeting ( 13 ) parents are ( 14 ) to unimportant accounts of children's bad acts, complaints ( 15 ) laziness and poor work habits, suggestions for punishments and rewards at home.( 16 ) is needed is a more creative way in which the teacher, as a professional adviser, plants ideas in ( 17 ) minds for the best use of the many hours that the child ( 18 ) out of the classroom.In this way, the school and the home join ( 19 ) in bringing ( 20 ) the fullest development of youngsters' abilities.1. A. Moreover B. But C. Therefore D. Yet2. A. found B. acquired C. ignored D. forgot3. A. weak B. poor C. strong D. rich4. A. for B. with C. by D. from5. A. of B. for C. about D. through6. A. directed B. made C. formed D. represented7. A. like B. of C. as D. in8. A. role B. hand C. action D. effect9. A. away B. on C. about D. off10. A. far B. good C. long D. well11. A. by B. in C. with D. for12. A. principals B. teachers C. houses D. parents13. A. for B. to C. with D. in14. A. held B. called C. devoted D. attended15. A. with B. about C. againstD. at16. A. That B. Which C. What D. Where17. A. teachers' B. parents' C. mothers' D. fathers'18. A. lives B. keeps C. spends D. takes19. A. battles B. forces C. Issues D. persons20. A. back B. down C. over D. about77.The thing I like most about living on a farm is the change of ( 1 ), spring, summer, autumn and winter. You can see them ( 2 ) come and go and each one is ( 3 ) different. In the city you can't ( 4 )——you can buy ( 5 ) flowers in winter and eat the ( 6 ) vegetables all the year ( 7 ). Here in the country you ( 8 ) eat things at ( 9 ) times of the ( 10 )—— for example strawberries in June and turnips in winter. You live ( 11 ) the seasons.( 12 ) we make most of our food ——we make butter and cheese, we ( 13 ) our own vegetables and ( 14 ) our own bread. We never eat ( 15 ) or tinned food. Everything is ( 16 ) so it must be better for your health. City people may think we ( 17 ) a lot of good things ( 18 ) modern life, but in my ( 19 ) they miss a lot more than we do——they miss ( 20 ) life.1. A. climate B. weather C. seasons D. times2. A. both B. all C. everyone D. whole3. A. completely B. fully C. perfectly D. little4. A. understand B. realize C. know D. tell5. A. natural B. native C. normalD. summer6. A. various B. different C. same D. like7. A. off B. out C. round D. about8. A. only B. just C. simply D. purely9. A. several B. certain C. reliable D. definite10. A. season B. year C. month D. period11. A. by B. beside C. along D. with12. A. Also B. But C. However D. Still13. A. farm B. grow C. keep D. raise14. A. produce B. burn C. bake D. cook15. A. freeze B. freezing C. froze D. frozen16. A. pure B. rare C. fresh D. new17. A. miss B. lose C. leave D. skip18. A. from B. about C. with D. behind19. A. opinion B. though C. idea D. mind20. A. genuine B. sound C. actual D. real78. Building a house costs quite a lot of money. ( 1 ) you plan to build a house. Your first step will be to find a right piece of land. Your ( 2 ) will depend on many different things. You will probably try to find a sunny place, with ( 3 ) surroundings near shops and bus stops, not too far from your friends and the ( 4 ) where you work.Next you will find an excellent ( 5 ),and together with the builder you will work out a plan. Then the builder will draw the plan. It will ( 6 ) the number of rooms, their position and size, and other ( 7 ) which must be noticed, ( 8 ) windows, doors, and electric outlets. The ( 9 ) will work out how much money is ( 10 ) to build your house. He will work out the ( 11 ) of wood, bricks, the glass, and ( 12 ) else that must be used in building the house. Later on, when he stars to build, this estimate must be corrected and revised(修改).His estimate is based on existing ( 13 ),but prices of such things may ( 14 ). And many other things may happen between the time when he ( 15 ) the estimate and the time when he builds the house.When the builder gives his estimate, you may wish to ( 16 ) your plan. (You may also wish to change your builder, if his estimate is too ( 17 )!) You may find that some of the features (特色)you wanted at first ( 18 ) too much, or that you can spend a little more and ( 19 ) something to your plan. T he builder’s estimate depends on the plan,( 20 ) the final plan depends on the builder’s estimate.1. A. Think B. Expect C. Suppose D. Decide2. A. land B. choice C. house D. step3. A. happy B. pleasant C. lonely D. pleased4. A. school B. factoryC. college D. place5. A. builder B. workerC. engineer D. father6. A. show B. give C. tell D. appear7. A. rooms B. parts C. windows D. doors8. A. such as B. for example C. that D. like9. A. owner B. builderC. yourself D. worker10. A. cost B. price C. neededD. earned11. A. cost B. money C. price D. dollars12. A. something B. nothing C. everything D. other things13. A. things B. plan C. goods D. price14. A. rise B. reduce C. increase D. change15. A. makes B. does C. gives D. writes16. A. give up B. turn off C. changeD. put off17. A. low B. high C. fine D. cheap18. A. cost B. pay C. spend D. takes19. A. reduce B. place C. add D. lay20. A. and B. so C. but D. then79. If you think you are sick, you are sick no matter what anyone else says. On the other hand, if you have belief in your ( 1 ), and if he tells you that you’re going to feel better, you ( 2 ) will.Take the case of Mrs. Brown for example. She was ( 3 ) to get to sleep at night. She lacked energy and was too ( 4 ) during the day even for the simple thing that she used to ( 5 ).Occasional headaches, which were becoming more frequent (频繁的), ( 6 ) reading or watching TV. The more she thought about her condition, ( 7 ) she felt. ( 8 ),she went to see her doctor, ( 9 ) she had known for years. The doctor listened to her complaints and gave her a ( 10 ) thorough examination. Then, he said to her, “There is ( 11 ) seriously wrong with your physical condition, but I ( 12 ) the fact that you don’t feel well . I am going to give you some pills that should ( 13 ). I want you to take one after dinner and ( 14 ) a half hour before going to bed tonight. Call me tomorrow and tell me ( 15 ).”The next morning Mrs. Brown telephoned to say, “Doctor, it’s very nice of you. I had the first ( 16 ) night’s sleep last in two month s. in ( 17 ) those pills? ”The doctor said, “It’s an old formula (方子)I ( 18 ) for years, Just ( 19 ) taking them for a week. ” turning to his nurse, he said, “ It’s ( 20 ) what a little soda can do. ”1. A. parent B. doctor C. friend D. teacher2. A. certainly B. really C. immediately D. probably3. A. able B. unable C. going D. about4. A. hungry B. worried C. excited D. tired5. A. refer to B. forget C. enjoy doing D. think of6. A. helped her with B. prevented her fromC. separated her fromD. never kept her from7. A. the worse B. the more C. the better D. the happier8. A. At first B. However C. In spite of this D. At last9. A. whose B. whom C. that D. which10. A. fairly B. special C. few D. little11. A. everything B. anything C. nothing D. something12. A. remember B. wonder C. receive D. accept13. A. do B. help C. use D. take14. A. another B. other C. one D. others15. A. what you want B. what you mean C. what to do D. how you feel16. A. bad B. good C. strange D. short17. A. What else is B. Is there anything C. What’s left D. What on earth is18. A. want to keep B. will look C. have used D. have written19. A. keep on B. give up C. remember D. start20. A. necessary B. wonderful C. important D. harmful80.Most Americans don’t like to get advice from members of their family. ( 1 ) they need advice, they don’t usually ask people they( 2 ). ( 3 ), many Americans write letters to newspapers and magazines which give advice ( 4 ) many different ( 5 ), ( 6 ) family problems, the use of language, health, cooking, child ( 7 ),clothes, and how to buy a house ( 8 ) a car.Most newspapers regularly print letters from readers with problems. Along with the letters there are answers ( 9 ) by people who are ( 10 ) to know how to solve such problems. Some of these writers are doctors, ( 11 ) are lawyers or educators. But two of the ( 12 ) famous writers of advice are women without special training for this kind of work.. One of them ( 13 ) letters addressed to “ Dear Baby. ” The other is addressed as “ Dear Ann Landers. ” Experience is their preparation for ( 14 ) advice.There is one writer who has not lived long ( 15 ) to have much experience. She is a girl ( 16 ) Angel Cavaliere, ( 17 ) started writing advice for newspaper readers ( 18 ) the age of ten. Her advice to young readers now ( 19 ) regularly in the Philadelphia Bulletin in a ( 20 ) called Dear Angel.1. A. While B. When C. As D.For2. A. want B. know C. do D. need3. A. Instead B. But C. Instead of D. Though4. A. of B. to C. on D. upon5. A. ideas B. lessons C. views D. subjects6. A. but B. except C. beside D. including7. A. attend B. care C. nurse D. serve8. A. or B. and C. but D. with9. A. called B. named C. sent D. written10. A. wanted B. wished C. admired D. considered11. A. other B. others C. another D. the other12. A. most B. very C. well D. greatly13. A. replies B. answers C. says D. tell14. A. answering B. telling C. asking D. giving15. A. enough B. time C. much D. before16. A. is B. asked C. named D. pointed17. A. she B. that C. who D. whom18. A. when B. as C. while D. at19. A. turns B. announces C. writes D. comes20. A. magazine B. newspaper C. column D. title三、英语阅读理解81.Snowflakes seem like white stars falling from the sky. But they don’t always look white. Sometimes they appear to have other colors. Some are red, green, yellow, or black. There have been snowflakes of almost every shape. Think how it would seem to have these coming down all around you. Wouldn’t they look pretty?Black snow came down in France one year. Another year gray snow fell in Japan. It was found that such snow was mixed with ashes. This made it seem dark. Red snow has come down in other countries. When this happened, it was mixed with red dust. That’s why it looked different. Most snow looks white, but it is really the color of ice. It is ice that comes from snow clouds. Each snowflake begins with a small drop of water. More water forms around this drop. The way the water freezes gives the snowflake its shape.No two snowflakes are ever just the same size or shape. All start out flat and have six sides. Some snowflakes are broken when they hit the ground. Others melt as they fall. When air is cold and dry, the falling snowflakes are small and hard. If the air is wet and warmer, the snowflakes are big and soft.Would you be surprised to see snowflakes as big as your head falling from the sky? It happened once in our country. It could occur again.1. Snowflakes are ________according to the writer.A. white starsB. whiteC. of all shapesD. pretty2. Snowflakes come in different shapes as ________ different.A. the ways they form areB. the speed they fall isC. the weather isD. the ways the water freezes are3. According to the passage, if the snowflakes are hard and small, the weather should be ________.A. cold and wetB. dry and wetC. wet and warmD. cold and dry4. We can infer from the last paragraph that very large snowflakes _________.A. occur regularlyB. will occur regularlyC. occur once a yearD. doesn’t often occur5. To snowflakes, which of the following statements is true?A. Color snowflakes look so because they are mixed with dust of different colors.B. Most snowflakes look white, and it is the color of ice.C. Probably there are two snowflakes of the same size and shape.D. Most snowflakes are made from water and dust.82. A hobby is something you do just for fun. It could be painting pictures, watching birds, or reading. Some people collect, or save things. These things could be new. But they might be old.Many beautiful things were made long ago.Where do people get the things that they collect? At the beach many people pick up pretty shells to save. They find them near the sea. Some people pick up things from the street. They find things in the garbage. Others save things they get from their families or friends. Still others buy things to collect.Why do people collect things? First it can be fun. People really like the things they save. Also, you and a friend may collect the same thing. Then it’s some thing you can do together. But some people like to do it alone. To them, a hobby is something you do by yourself.People also learn from their hobbies. You might have many pictures of kings. If you wanted to know more about them, you could go to the library and get a book. Then you could read about them. You would find out such things as when and where they lived.Saving things gives people something to do. Both children and older people like to have hobbies. Some people no longer work. So they collect things to keep busy. Hobbies fill many people’s days with hours of fun.1. A hobby is not something that .A. you enjoy doingB. you do in your spare timeC. you can learn something fromD. you do to make money2. A hobby can hardly be .A. creating thingsB. collecting thingsC. saving thingsD. selling things3. People can collect thins .A. near the seashoreB. from the streetC. in the garbageD. almost everywhere4. The most instructive meaning of collecting things is .A. to have funB. to follow the fashionC. to learn some thingD. To kill time5. Which of the following statements is not true .A. Whoever you are, you can find your hobbies.B. People can’t collect things until they no longer work.C. People of all age can enjoy their hobbies.D. People can have a lot of fun through their hobbies.83. In the night sky you might see a big white ball. This is the moon. The moon moves around the earth. It does this one time about every 291/2 days. It is smaller than the stars. But it looks bigger. That’s because it is closer to us than the stars.Sometimes the moon looks like a ball of light. Other times it looks only part of a ball. But it is really always the same. The moon’s light comes from the sun. Sometimes one part is lighted. Other times another part is lighted. We see only the part of the moon that is lighted.The moon has no air, no wind, and no water. So nothing can live there. There are no plants or animals. It is made up mostly of rock. There are big holes all over the moon. Sometimes you can see dark places on the moon. It is really these holes that you are seeing.Let’s say you were standing on the moon and y ou looked up. The sky would be black. It always looks like night. And the stars in it are always out. In the day the rocks on the moon get very hot. At night they are colder than any place on the earth.People have always liked to look at the moon. In it they have seen many things. Some think they see people. Others see animals. One person might see a frog or a cat. Another might see a rabbit. Look up at the moon tonight. What do you see?1. According to the passage we know that the moon .A. is bigger than the stars, but looks smallerB. looks smaller because it is closer to us than the starsC. is smaller than the stars, but looks biggerD. looks bigger because it is farther to us than the stars2. Which of the following statements is NOT true according to the passage .A. The light from the sun sometimes lights only one part of the moon.B. People could see dark holes al over the moon.C. Nothing could live on the noon except animals because it is made up of rock.D. No life could be seen on the moon without air and water on it.3. From the passage we can infer that .A. the difference between day temperature and night temperature on the moon is very bigB. people could not stand on the moon because it is very hot in the dayC. people could not stand on the moon because it is too cold at nightD. it’s impossible for people to live on the moon because there is no food there4. The author implies that the reason why people like to look at the moon is that .A. they believe there are really people on the moonB. they think some animals are living on the moonC. they care for the frogs, cats and rabbits on the moonD. the moon can give them many imaginations5. The purpose of the writer in writing this passage is to .A. tell us something about the moonB. require us to distinguish the moon and the starsC. emphasize the importance of the moonD. state the relationship between people and the moon84. During one summer not long ago, Americans in the Southwest were without rain for many days. The sun burned up crops. Animals went hungry on the dry land. At last, clouds appeared in the sky and sent down rain.How do such clouds form? The sun, the earth, and the air all play a part. The changes that take place before clouds can form do not always happen quickly. First, the earth is heated by the sun. This causes tiny drops of water in oceans and rivers to rise and mix with air. As the wet air rises higher, it cools off, making clouds.What causes these clouds to become rain? The tiny drops of water inside the clouds become。

(完整版)现代设计方法_习题集(含答案)

一、计算题1. 用黄金分割法求解以下问题（缩小区间三次）。

342)(m in 2+-=x x x f ，给定初始区间[][]3,0,=b a ，取1.0=ε。

2. 用黄金分割法求解以下问题（缩小区间三次）32)(m in 2+=x x f ，给定[][],1,2a b =-，取1.0=ε3. 用黄金分割法求解以下问题（缩小区间三次）432+=x )x (f min ，给定[][]40,b ,a =，取10.=ε。

4. 用黄金分割法求解以下问题（缩小区间三次）。

12)(m in 3+-=x x x f ，给定初始区间[][]3,0,=b a ，取5.0=ε5. 用黄金分割法求解以下问题（缩小区间三次）。

107)(m in 2+-=x x x f ，给定初始区间[][]3,0,=b a ，取1.0=ε6. 用梯度法求解无约束优化问题：168)(m in 22221+-+=x x x X f ，取初始点[]TX 1,1)0(= ，计算精度1.0=ε。

7. 用梯度法求解96)(m in 12221+-+=x x x X f ，[]TX 1,1)0(= ，1.0=ε。

8. 用梯度法求解44)(m in 22221+-+=x x x X f ，[]TX 1,1)0(=，1.0=ε 。

9. 用梯度法求解无约束优化问题：1364)(m in 222121+-+-=x x x x X f ，取初始点[]TX 1,1)0(=，计算精度1.0=ε。

10. 用梯度法求解1212221422)(m in x x x x x X f --+=,[]TX 1,1)0(=，1.0=ε 。

（请迭代两次）11. 有三个可靠度均为0.9的子系统组成的并联系统，试比较纯并联及2/3[G]表决系统的可靠度。

广告学考试试题和答案

广告学考试试题和答案一、单项选择题（每题2分，共20分）1. 广告学的研究对象是（）。

A. 广告活动B. 广告媒介C. 广告效果D. 广告创意答案：A2. 广告的最终目的是（）。

A. 提高品牌知名度B. 增加产品销量C. 塑造企业形象D. 以上都是答案：D3. 广告的四大基本功能是（）。

A. 信息传递、促销、形象塑造、娱乐B. 信息传递、促销、形象塑造、教育C. 信息传递、促销、教育、娱乐D. 信息传递、促销、形象塑造、服务答案：A4. 广告创意的基本原则是（）。

A. 创新性、相关性、原创性、吸引力B. 创新性、相关性、原创性、易懂性C. 创新性、相关性、易懂性、吸引力D. 创新性、相关性、原创性、易懂性答案：C5. 广告媒介选择的主要依据是（）。

A. 广告预算B. 目标受众C. 广告内容D. 广告效果答案：B6. 广告效果评估的主要指标是（）。

A. 广告点击率B. 广告曝光量C. 广告转化率D. 广告覆盖率答案：C7. 广告策划的第一步是（）。

A. 确定广告目标B. 确定广告预算C. 确定广告媒介D. 确定广告创意答案：A8. 广告文案的三大要素是（）。

A. 标题、正文、口号B. 标题、正文、图片C. 标题、口号、图片D. 正文、口号、图片答案：A9. 广告心理学的主要研究内容是（）。

A. 消费者行为B. 消费者心理C. 广告传播心理D. 广告创作心理答案：C10. 广告法规的主要目的是（）。

A. 保护消费者权益B. 规范广告市场C. 促进经济发展D. 维护社会稳定答案：B二、多项选择题（每题3分，共15分）1. 广告创意的类型包括（）。

A. 直接型B. 间接型C. 抽象型D. 具体型答案：A, B2. 广告媒介的类型包括（）。

A. 印刷媒介B. 电子媒介C. 户外媒介D. 网络媒介答案：A, B, C, D3. 广告策划的主要内容包括（）。

A. 市场分析B. 广告目标C. 广告预算D. 广告创意答案：A, B, C, D4. 广告文案的写作技巧包括（）。

(完整版)广告学试题及答案

广告学原理一、填空题1．_________末到_________世纪初，英国开始大规模的商业活动，Advertising一词才具有了现代广告的涵义。

2．按广告的作品类型进行分类，主要将广告分为____________广告和___________广告两大类。

3．广告作品的表现方式与表现形态，可以把广告分为_________、____________和_________。

4。

广告学是在________世纪才逐步发展成熟起来的一门学科。

5．根据我国教育部1997年进行的学科调整规划，广告学属于___________学科范围。

二、多项单选题（将正确答案的序号填在横线上）1．下列广告中属于商业广告类别的有_________。

A 求职广告B 劳务广告C 企业形象广告D 招聘广告2．下列广告中属于非商业性广告的有________。

A 产品广告B 政府公告C 公益广告D 求职广告3．四大媒体广告之外的其他广告包括________等。

A 户外广告B 交通工具广告C 销售现场广告D 纪念品广告4．广告学的两大理论基石是____________。

A 市场营销学与传播学B 美学与艺术学C 经济学与社会学D 心理学与传播学5．任何广告都有一个明确的行为主体，即_________。

A 广告公司B 广告媒介C 广告主D 广告客户三、名词解释1．广告2．广告学部分参考答案一、填空题1．17 182．四大媒体其他媒体3．平面广告电子广告其他广告4．205．新闻与传播学二、多项单选题1．BC 2. BCD 3. ABCD 4.A 5.CD三、名词解释1．广告包括狭义与广义两种定义，狭义的广告指商业广告，是营销主体支付一定的费用，借助具有一定传达能力的媒介，向大众广泛传播营销信息，以达成其营销目的一种营销传播活动。

广义广告是指任何个人和社会组织支付一定的费用，借助具有一定传达能力的媒介，向大众广泛传播商业或非商业性信息，以达成影响并促进商品或服务的销售，或单纯告知，或改变强化人们观念和行为的一种传播活动。

广告学_习题集(含答案)

《广告学》课程习题集
西南科技大学成人、网络教育学院版权所有
习题
【说明】：本课程《广告学》（编号为 01015）共有填空题 1,名词解释题,论述题,简答题,业务题,不定项选择等多种试题类型，其中，本习题集中有[业务题] 等试题类型未进入。
一、填空题 1
1. 商业广告是以______________为目的的广告主，通过大众传播媒介所进行的有关商品、
102. 平面广告文案的基本结构一般可分为以下哪几个部分（）
A、广告正文 B、广告标题 C、产品定位 D、辅助说明 E、媒介费用
103. 直接邮递广告的特点包括（）
A、范围任意控制 B、时间灵活调节 C、目标受众能够选择 D、广告费用低廉 E、宣销一体
104. 视觉广告的直接信息包括（）
A、构图 B、色彩 C、商品名称 D、文字 E、商标识别
积极的有意注意，有些是被动的、消极的无意注意。
40. 广告创意是把（商品的）信息及利益点以最合适的、异呼寻常的诉求方式传达出去。
91. 下列不属于“POP”广告有（）
A、橱窗广告 B、路牌广告 C、现场广告 D、E_mail 广告 E、售点广告
92. 电视媒介的不足有（）。
A、时间短暂，难以保存 B、制作复杂，收费昂贵 C、难以传播抽象信息 D、受众被动接受影响传播效果 E、受众接触范围小
93. 制约传播者和受众对信息的理解的有以下哪些要素( )
96. 某一特定时期内收听、收看某一媒体或某一媒体特定节目的人数（或户数）总和称为
（） A、视听率 B、毛评点 C、视听众暴露度 D、到达率 E、覆盖率
97. 广告活动最基本的功能是（）。
A、传播功能 B、经济功能 C、社会功能 D、启发功能

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【说明】：本课程《广告学》（编号为01015）共有填空题1名词解释题论述题简答题业务题不定项选择等多种试题类型，其中，本习题集中有[业务题]等试题类型未进入。

一、填空题11. 商业广告是以______________为目的的广告主，通过大众传播媒介所进行的有关商品、劳务、观念等方面信息的有说服力的销售促进活动。

2. 世界上最大的和最有权威性的国际广告组织是______________。

3. 广告定位的一个最重要的实践意义就是如何正确地、科学地、有效地确定___________。

4. 按照广告效果评估的角度划分，广告效果可分为经济效果和、。

5. 在广告媒体评价指标中，在一定时间内同一广告通过媒体到达同一个人（或户）的数量界限称______________。

6. 现代广告公司实施广告代理制的基本理念是：以策划为主导，以市场调查为基础，以___________为中心。

7. Bedell 理论阐明了广告效果是广告主题（指向）定位，广告本身的传播技术和直接效果，与广告配合的___________三者的集合。

8. ___________是最早的国家性成文广告规范。

9. 广告的布局法则主要包括统变有度、有主有从、______________三个基本法则。

10. 中国广告监督管理的行政机关是县级以上_________________。

11. 广告布局设计的构成要素包括适当的图形、文字和______________等。

12. 现代广告时期以___________作为重要标志。

13. 广告代理制包括商品细分代理制和______________代理制两种。

14. 广告规制，从规制主体的差异性角度，可以大致分为行政管理规制，社会性组织规制和______________等三种基本类型。

15. 广告心理学研究的三项基本内容是：购买动机的研究、___________的研究和购买模式的研究。

16. 在影视广告的后期制作中将两个或两个以上不同时空中不同景物与有内在联系的人物、画面重叠起来称作______________。

17. 《广告法》规定：烟草广告中必须标明______________。

18. 在上世纪60年代“形象至上时代”，关于产品形象具有代表性的理论是______理论。

19. 从广告所发挥的作用看，广告的目标主要有：促进销售的目标、_________和___________。

20. 广告表现策略的决策依次包括_________决策、广告创意决策和_________决策三个内容。

21. 广告媒体的选择方法一般可分为经验法和___________。

22. 广告理性诉求的表达方式一般可分为说理性表达和_______性表达。

23. 曲线的视觉心理定势的三个基本要素是:形状、节奏和_______。

24. 广告预算是对企业广告活动所需及开支范围的事先部署和安排。

25. ___________又称无技巧剪辑，指把两个有内在联系的镜头直接剪接在一起。

二、名词解释题26. 专业性广告公司27. DAGMAR 理论28. 广告公司29. 商标30. 广告代理制31. 销售额比例法32. 通感33. 广告34. POP 广告媒体35. 事前评估36. CI理论37. 正指标38. 综合性广告公司39. 注意40. 广告创意41. PFA购买者数42. 广告诉求43. 对称44. 户外广告媒体45. 广告心理46. 定位47. 整合营销IMC48. 信息暴露成本49. 广告主50. 脚本三、论述题51. 试述广告策划的主要内容。

52. 试述经济环境如何对广告产生影响。

53. 试述制定广告目标的基本要求。

54. 试述广告组织实施的内容。

55. 试述文化环境与广告的互动关系。

四、简答题56. 简述中国广告的基本准则。

57. 广告的特征是什么？58. 简述广告布局及其基本要素。

59. 简述头脑风暴法。

60. 简述广告诉求的三种类型。

61. CI系统由哪几个子系统组成，它们在CI系统中分别处于什么位置？62. 引导回忆法的三个效果是什么？63. 简述制定广告目标的6M法。

64. 广告代理制的基本运作机制。

65. 简述广告效果评估的意义。

66. 广告目标的基本功能有哪些？67. 简述4C理论。

68. 简述广告定位的三种方法。

69. 媒体组合的原则有哪些？70. 简述广告策划的特性。

71. 广告效果评估的原则是什么？72. 简述广告业的发展趋势。

73. 实行广告代理制度的意义是什么？74. 有效频度的影响因素有哪些？75. 简述国际广告协会的宗旨和目标。

76. 广告策划的原则有哪些？77. 简述现代广告公司的经营理念。

78. 简述POP广告媒体的优势和局限性。

79. 简述广告的作用和意义（从市场营销和经济管理的角度）。

80. 简述广告创意的流程。

五、不定项选择81. 最常用的广告分类方法是（）。

A.按照广告媒介分类B.按照广告信息分类C.按照广告受众分类D.按照区域分类82. 广告行为的主体是（）。

A.广告主B.广告公司C.广告媒介D.广告信息E.广告创意83. 下列哪些是电视广告媒体的特点（）A.信息传播迅速、及时B.传播范围广C.注意率低D.积累性效果明显E.适合进行时机性广告84. 对广告创意的测定包括（）A.有无新意B.能否准确生动地表现C.是否突出广告主题D.是否引人入胜E.感染力如何85. 以下服务内容，属于综合型广告代理公司的有（）。

A.产品的研究B.市场调查C.广告计划拟订D.广告设计E.广告制作86. 以下不属于户外广告媒介的是（）A、路牌B、灯箱C、橱窗D、车船E、Classified广告87. 我国目前最大的全国性广告行业组织是（）。

A、易广告协会B、中国广告学会C、中国广告协会D、中国广告教育学会E、中国广告研究会88. 综合型广告公司通常设立的部门有（）。

A、客户部B、创作部C、行政部D、媒介部E、调研部89. 下列哪些策略属于情感诉求策略（）A、比较独特型表现策略B、文艺娱乐型表现策略C、故事讲述型表现策略D、视觉冲击型表现策略E、幻想型表现策略90. 广告运作包括以下哪几个环节( )A、广告调查B、广告策划C、广告表现D、媒介发布E、效果测定91. 下列不属于“POP”广告有（）A、橱窗广告B、路牌广告C、现场广告D、E_mail广告E、售点广告92. 电视媒介的不足有（）。

A、时间短暂，难以保存B、制作复杂，收费昂贵C、难以传播抽象信息D、受众被动接受影响传播效果E、受众接触范围小93. 制约传播者和受众对信息的理解的有以下哪些要素( )A、心理预设B、文化背景C、动机D、情绪E、态度94. 广告的具体目标包括（）A、支持销售人员B、增强竞争力，强占市场C、增进与经销商的关系D、建立商业信誉E、排除购买顾虑和障碍95. 在确定媒介如何使用和选择不同媒介时，以强调到达率为主的情况是（）A、推出新产品B、某些正在发展的商品类别C、购买次数较少的商品或劳务D、说明性广告E、新推出的品牌96. 某一特定时期内收听、收看某一媒体或某一媒体特定节目的人数（或户数）总和称为（）A、视听率B、毛评点C、视听众暴露度D、到达率E、覆盖率97. 广告活动最基本的功能是（）。

A、传播功能B、经济功能C、社会功能D、启发功能98. 广告行业自律具有的显著特点包括（）A、自发性B、自愿性C、灵活性D、强制性E、道德约束性或舆论规范性99. 产品广告定位可能会出现以下哪几种误区( )A、匆忙定位B、定位过高C、定位过低D、定位混乱E、自我定位100. 报纸广告的特性包括（）A、新闻性B、及时性C、权威性D、严肃性E、互动性101. 《中华人民共和国广告法》正式施行的时间是（）。

A、1994年B、1995 年C、1996年D、1997 年E、1982年102. 平面广告文案的基本结构一般可分为以下哪几个部分（）A、广告正文B、广告标题C、产品定位D、辅助说明E、媒介费用103. 直接邮递广告的特点包括（）A、范围任意控制B、时间灵活调节C、目标受众能够选择D、广告费用低廉E、宣销一体104. 视觉广告的直接信息包括（）A、构图B、色彩C、商品名称D、文字E、商标识别105. 下列哪些是常用的创意操作技法（）A、头脑风暴法B、检验表法C、联想法D、组合法E、抽样调查法六、业务题（略）……答案一、填空题11. 赢利2. 国际广告协会3. 广告目标4. 传播效果、社会效果5. 有效到达率（暴露频次）6. 创意7. 营销策略8. 《叫卖人法则》9. 均衡协调10. 工商行政管理部门11. 商标（徽记）12. 电子广告的出现13. 媒体细分14. 行业规制15. 购买主体16. 叠化17. 吸烟有害健康18. CI19. 改变行为的目标（1分）、综合效果的目标（1分）20. 广告目标表现策略（1分）、广告媒体表现策略（1分）21. 分析法22. 哲理性表达23. 方向24. 经费总额25. 分切二、名词解释题26. 专业性广告公司主要是专门从事某类广告业务或经营的广告活动、某部分业务的公司。

27. 为可度量的结果而确定广告目标。

28. 广告公司是专门经营广告业务的企业，实质上就是广告代理商，它可分为综合性广告公司和专业性广告公司。

29. 商标，俗称“牌子”，是指用以区别商品来源及特征的标记，它是一种商品所独有的视觉辩别符号。

30. 广告代理制是广告主委托广告公司实施广告策划，媒体再通过广告公司承揽发布业务，广告公司居于中间提供双向、全面的代理业务的安排制度。

31. 销售额比例法是指企业计划期广告费用等于基年（同比值）广告费用与计划期销售量增加的乘积。

用公式来表示：广告费用=基年广告费用×（1+计划期销售额增加系数%）或广告费用=基年广告费用×计划期销售额增加%32. 通感指受众将广告形象的视觉刺激，通过心理联觉作用，转化为对商品整体感官感受。

33. 广义的广告是“广而告知”的意思；狭义的广告是指非义务的、经过专门加工的宣传活动和宣传载体（宣传体），或简称为有目的性的、经过专门加工的有尝传播。

34. POP广告即指销售点广告，泛指利用销售场所的内部和外部设施所做的各类广告。

35. 事前评估，是指在广告活动实施之前对广告的策划方案，表现效果及媒体效果进行评价，以预期测定广告活动的实施效果，事前评估的对象主要有二，一是针对媒体情况的调查，二是针对作品效果的测验。

36. CI指确定企业规划战略，规范企业行为，为设计企业统一识别系统，实施企业内外宣传，营造企业发展环境的观念和手法。

或是指企业经营理念、精神文化和外在形象的统一传播系统和表象。

37. 正指标是指每支出单位广告费用能够带来的销售或利润额增加量，包括单位（或边际）广告费用销售增加额和单位（或边际）广告费用利润增长额等指标。