1, at the beginning of the 20th century, John F. Kennedy clearly defined advertising as "sales promotion on paper" for the first time, and clearly confirmed the () attribute of advertising in theory for the first time. (p4)
A, news attribute B, information dissemination attribute C, marketing attribute D, social attribute
2.65438-0960 McCarthy, an American marketing expert, put forward the far-reaching () theory in his book "Fundamentals of Marketing". (p4) A, Positioning Theory B, Marketing Integration Theory C, USP Theory D and 4P Theory
The appearance of () indicates that the advertising industry has developed to a higher level. (P 1 1)
A, professional advertising company B, large advertisers C, advertising media diversification D, consumer stratification
4. The characteristics of advertising market operation are () (P 12).
A, advertising agency system B, complete market behavior C, double exchange and double agency D, dissemination of advertising information
5, in the process of advertising business, customer contact and customer entrust this stage, with () as the working goal. (P17) A. Formulation and writing of specific work plan B. Official power of attorney issued by the customer C. Complete advertising planning plan D. Customer's approval of the plan.
6, A, E system is also called () system. (P 19)
A, customer execution system B, work order system C, business audit system D, business file system
7. The proponent of the differentiation strategy of international advertising operation is () (p29).
A, Cedell Levitt B, philip kotler C, Schultz D, Ogilvy.
8. Modern marketing believes that the first stage of the marketing process is () (p39).
A. manufacturing product b, selecting value c, providing value d and spreading value.
9. In the process of direct selling, the most important thing is () (p43).
A, get feedback b, communicate c, establish database d and establish brand image.
10, () is the most intuitive embodiment of brand proposition and brand positioning. (page 64)
A, brand slogan B, brand personality C, brand interest D, brand culture
1 1, brand logo design is the most important (). (page 64)
A, concise and beautiful B, easy to identify C, strong correlation with products D, unique personality
12, () occupies a core position in the brand composition. (page 64)
A, brand personality B, brand culture C, brand interest D, brand slogan 13, () are the most basic components of brand value. (page 64)
A, brand culture B, brand function benefit C, brand spirit benefit D, brand personality
14 and () are the essence of the brand and the source of all its assets. (page 65)
A, brand personality B, brand culture C, brand interest D, brand core competitiveness
15, Jiaduobao positioned Wang Laoji as a "drink to prevent getting angry", and the way to build core competitiveness is () (p66) A, with functional value as the core competitiveness of the brand; B, regard emotional value as the core competitiveness of the brand; Take symbolic value as the core competitiveness of the brand; D, classify the enterprise strength into the core competitiveness of the brand;
16. Starbucks coffee, which advocates "the third place", has the following ways to build its core competitiveness: () (P67) a. Take functional value as the core competitiveness of the brand; B, regard emotional value as the core competitiveness of the brand; Take symbolic value as the core competitiveness of the brand; D, classify the enterprise strength into the core competitiveness of the brand;
17, Rolls-Royce stands for "the mount of the royal nobility", and the way to build core competitiveness is () (p67).
Regard functional value as the core competitiveness of the brand; B, regard emotional value as the core competitiveness of the brand; Take symbolic value as the core competitiveness of the brand; D, classify the enterprise strength into the core competitiveness of the brand;
18, in the early 1950s, () put forward USP theory. (page 68)
A, Ross Reeves B, david ogilvy C, Iris D, philip kotler.
19, () put forward the brand image theory. (page 68)
A, Ross Reeves B, david ogilvy C, Iris D, philip kotler.
20, () put forward the positioning theory. (page 68)
A, Ross Reeves B, david ogilvy C, Iris D, philip kotler.
What is the positioning strategy of 2 1 and 7-up soda "non-cola"? () (p69) A, category orientation B, comparison orientation C, USP orientation D, culture orientation
22. What is the positioning strategy of Elvis Presley's Second Child Declaration in advertising? () (p69) A, category orientation B, comparison orientation C, USP orientation D, culture orientation
23. What is P&G's positioning strategy for positioning Rejoice as "soft hair"? () (p69) A, category orientation B, comparison orientation C, USP orientation D, culture orientation
24. What is the positioning strategy of Shede Liquor's positioning with "Shede's philosophical perception"? () (p69) A, category orientation B, comparison orientation C, USP orientation D, culture orientation
25. What is the positioning strategy of "Confucian family wine makes people homesick"? () (p69) A, category orientation B, comparative orientation C, emotional orientation D, cultural orientation
26, () is the most can reflect the differences in the brand image, the most active part, is the scale of consumer cognition brand. (p7 1) A, brand personality b, brand culture c, brand interest d, brand core competitiveness 27. The third layer of Maslow's hierarchy of needs theory is () demand. (page 94)
A, security needs B, social needs C, respect needs D, self-realization needs
28, the consumer market is divided into brand loyal consumers, brand transformation consumers, non-users and new consumers market segmentation standard is () (P 105).
A, geographical segmentation method b, usage pattern and liking segmentation method c, benefit segmentation method d, lifestyle segmentation method.
29, the consumer market is divided into implementers, perfectors, winners, experiencers, perseverers, strugglers, entrepreneurs and struggling market segmentation standard is ().
A, geographical segmentation method b, usage pattern and liking segmentation method c, benefit segmentation method d, lifestyle segmentation method.
30. The registration authority for outdoor advertisements is () (P28 1).
A. Provincial Administration for Industry and Commerce B. Municipal Administration for Industry and Commerce C. State Administration for Industry and Commerce D. Provincial Administration
3 1. How long is the validity period of the medical device advertisement examination approval number? () (P306) A, half a year B, one year C, one and a half years D, two years
32. According to the different demands, the rational appeal strategies of advertisements can be divided into () (p 147).
A, one-sided appeal and two-sided appeal b, encouragement appeal and terror appeal c, direct appeal and indirect appeal d, order appeal and detail appeal.
33, media benefit evaluation index includes the cost of one thousand people and (). (page 200)
A, circulation b, gross evaluation index c, arrival rate d, contact attention.
34, the following indicators do not belong to the media quality evaluation index is () (P 199).
A, contact attention B, my environment C, advertising environment D, Mao comments
35, advertising media selection/media combination is based on () (P202)
A, the effective arrival of the target audience b, the scale of consumers c, the nature of products d, and the market environment.
36. Different media choices are made according to the time consumers have been in contact with the media. Which strategy belongs to media choice? ()(P203)
A, product state selection strategy B, consumer feature selection strategy C, target market selection strategy D, and media feature selection strategy.
37. Enterprises only have temporary or short-term promotion needs, and the advertising media combination strategies they often choose are () (P205) A, similar media strategy B, single media strategy C, different types of media combination D and multiple media combination strategies.
38. Look at the picture below and decide what kind of advertising is scheduled? () (The graph of P2 12 can be transformed into six multiple-choice questions) A, pulse scheduling method B, seasonal scheduling method C, stable scheduling method D and selective scheduling method.
39, advertising contact times, contact range, advertising contact frequency evaluation, call () (P225) A, memory evaluation B, attention rate evaluation C, attitude change evaluation D, arousing purchase behavior evaluation.
40. The consumer judgment method belongs to () (P237)
A. Pre-effect test of advertising activities B. In-process effect test C. After-effect test D. Arousing purchase behavior test
4 1, sampling survey method belongs to () (P238) (similarly, it can also be divided into several questions, not to list them one by one).
A. Pre-effect test of advertising activities B. In-process effect test C. After-effect test D. Arousing purchase behavior test
42. The difference between the subject of advertising activities and the participants in the advertising market is that the latter includes () (P257) A, advertiser B, advertising agent C, advertising publisher D and advertising audience.
43. Who passed and promulgated the advertising law? (( P26 1)
A, the State Council B, State Administration for Industry and Commerce C, National People's Congress D, National Court
44. The advertising supervisory authority is () (P26 1).
A. the State Council B. Administration for Industry and Commerce C. National People's Congress D. People's Court
45. Who is the direct unit of China Advertising Association? ()(P264)
A, State Administration for Industry and Commerce B, People's Republic of China (PRC) * * * and Ministry of Commerce C, the State Council D, advertising related departments.
46. Who is directly affiliated to China Advertising Business Association? ()(P265)
A, State Administration for Industry and Commerce B, People's Republic of China (PRC) * * * and Ministry of Commerce C, the State Council D, advertising related departments.
47. Units directly under the history books of China Advertisers Association? ()(P266)
A, State Administration for Industry and Commerce B, People's Republic of China (PRC) * * * and Ministry of Commerce C, the State Council D, advertising related departments.
48. The adjustment object of advertising law is () (P27 1).
A, commercial advertisements B, public service advertisements C, all advertisements D, administrative advertisements
49, local regulations are approved normative legal documents? ()(P274)
A, the State Council b, National People's Congress c, State Administration for Industry and Commerce d, people's congresses and their standing committees of all provinces and municipalities directly under the Central Government.
50. Who promulgated the local regulations? ()(P274)
A, the State Council B, National People's Congress C, State Administration for Industry and Commerce D, local people's government
5 1. What are the corresponding approval and registration procedures for enterprises specializing in advertising business/organizations concurrently engaged in advertising business/individual industrial and commercial households capable of engaging in advertising business/enterprises concurrently engaged in advertising business? ()(P276)
A. business license of enterprise as a legal person b, advertising business license c, business license d, business scope change registration 52. Who do state enterprises (/enterprises engaged in advertising business/institutions engaged in advertising business/individual industrial and commercial households) apply for approval and registration? ( )
A international administration for industry and commerce b, local city and county administrations for industry and commerce c, provincial city administrations d, and administrations for industry and commerce of all provinces, autonomous regions and municipalities directly under the central government.
Second, multiple-choice questions (there are two or more options in each question that meet the meaning of the question, and at least one is wrong. Wrong choice, this question does not score; Choose one less item, and add 0.5 points for each item)
1. The factor that determines the capacity and scale of the advertising market is () (P 10).
A, the number of advertisers b, the number of competitors c, the size of advertisers' monetary payment ability d, the nature of advertising products e, and the size of advertisers' advertising investment.
2. The overall environmental factors related to advertising activities include () (P 15).
A, political factors B, psychological factors C, economic factors D, social and cultural factors E, scientific and technological factors
3. Which of the following views is correct about the advertising agency system? (( P 13)
A, it is the product of the development of advertising agency to a certain historical stage; B, it is the market operation mechanism; C, is also an institutional arrangement of China's market behavior; D, it is well implemented in China; E, it is restricted by the principle of self-interest.
4. The main problem in the development of China advertising market is () (p25).
A, the overall development level of the advertising market has been relatively high; B, the development of advertising market is unbalanced; C, in the game between media and advertising companies, the media is still in a strong position; D, the management mechanism is imperfect; Fifth, the reform of the advertising market is deepening.
5. In what ways does the international advertising market show different characteristics from the domestic advertising market? ()(p27)
A, economic marketing environment B, political and legal environment C, cultural environment D, scientific and technological environment E, psychological factors
6. Which of the following statements is correct? ()(p30)
A. Differentiation and localization of international advertising business; B, profound changes in the advertising business model; C. Advertising production has entered a new era of computerized multimedia; D. The international advertising industry has developed into a trust; E, the status of the media is getting stronger and stronger.
7. According to the 4p theory, the controllable factor of marketing is () (p36).
A, product B, economy C, channel D, culture E, promotion
8. Compared with other promotion elements, advertisements have the following characteristics () (p4 1).
A, wide dissemination, rapid information dissemination B, good at establishing brand image C, focusing on providing purchase incentives D, two-way information exchange E, and indirectly supporting marketing objectives.
9, consumers' most intuitive understanding of the brand includes () (p63)
A, brand name b, brand logo c, brand interest d, brand personality e, brand slogan
10, the main characteristics of brand core competitiveness should be () (p65)
A, exclusiveness B, sustainability C, memoriability D, execution E, and infectivity
1 1, and the main means of brand communication include () (p77).
A, advertising B, direct selling C, public relations D, promotion E, interpersonal communication
12, the audience plays a vital role in the communication effect, which is embodied in () (p89).
A, participants in communication activities B, consumers of information products C, feedback of communication effect D, its dominant position in advertising activities E, it plays multiple roles.
13, the advertising audience is in a very important position in the process of advertising information dissemination, specifically in () (p90).
A, it is a participant in communication activities; b, it is a consumer of information products; c, it plays multiple roles; d, it plays a leading role in advertising activities; e, the advertising audience has feedback function 14; according to the purchase reasons and purchase scale, what kinds of advertising target audiences are mainly divided into () (p9 1).
A, general audience b, proposer c, influencer d, decision maker e of group users, and purchase decision maker of dealers.
15. There are two main classification criteria for advertising audiences () (p9 1).
A, geographical factor B, population factor C, purchase reason D, purchase scale E, and purchase opportunity
16, geographical factors include () (p9 1)
A, region b, climate c, income d, country e, age
17 demographic factors specifically include () (p92)
A, region b, climate c, income d, education e, age
18, the basic characteristics of the advertising audience is () (P92)
A, complexity b, interactivity c, autonomy d, clustering e, comparison
19. What are the characteristics of the information acceptance needs of advertisers? () (P94) A, need B, emotion C, motivation D, memory E, motivation
20, advertising audience's information acceptance behavior includes () (P96)
A, selective attention B, selective understanding C, selective memory D, selective purchase E, selective feedback
2 1, according to the consumption state of a product or service, consumers can be divided into () (P99).
A, proponent B, actual consumer C, potential consumer D, final consumer E, and consumer of means of production.
22, according to the purpose of consumption, consumer consumption types can be divided into () (P99).
A, material function consumption B, spiritual and emotional consumption C, identity ostentation consumption D, reducing maladjusted consumption E, self-realization consumption
23, according to the degree of consumer participation, consumer consumption types can be divided into () (P 100).
A, complex buying behavior B, reducing unbalanced buying behavior C, conspicuous buying behavior D, diversified buying behavior E, sexual inertia buying behavior 24. The factor that affects consumers' buying behavior is () (P 102).
A, cultural factors B, social factors C, economic factors D, personal factors E and psychological factors
25. According to the survey scope and survey objects, the advertising survey can be divided into () (P 1 17).
A, marketing survey B, existing product survey C, advertising survey D, new product survey E, media survey
26. Which of the following surveys belongs to the advertising market survey? ()(P 1 18)
A, competition survey B, product survey C, price test D, media survey E, thematic survey
27. Which of the following surveys belong to the advertising communication survey? (P 120)
A, the test before the release of advertising works B, product survey C, price test D, media survey E, theme survey
28, advertising survey commonly used quantitative research methods are () (P 123).
A, observation method B, experiment method C, questionnaire method D, literature method E, interview method
29, second-hand information collection methods mainly include () (P 123).
A, observation method B, experiment method C, questionnaire method D, literature method E, interview method
30. Advertising communication strategies include () (P 147- 164).
A, advertising communication strategy b, advertising performance strategy c, advertising media strategy d, advertising investigation strategy e, advertising opportunity selection strategy.
3 1. What are the ways of advertising? (P 149)
A, commodity information type B, life information type C, added value type D, media information type E, market information type
32. Which of the following strategies belongs to advertising media strategy? (P 157)
A, media target strategy B, media selection strategy C, advertising frequency strategy D, media target strategy E and media opportunity strategy
33. Which of the following strategies belongs to advertising timing strategy? (P 163)
A, advertising time limit strategy B, advertising time point strategy C, advertising time sequence strategy D, media target strategy E, media target strategy
34. The principles of advertising creativity include () (P 17 1).
A, scientific stipulation B, artistry C, innovation D, seeking the opposite sex E, morality
35. What are the dimensions of advertising innovation and seeking the opposite sex? (P 174)
A, advertising appeal B, advertising performance C, concept D, advertising media E, advertising communication
36. Characteristics of advertising media () (P 195)
A, popularity B, controllability C, payment D, planning E, and scientificity
37. The following media evaluation index belongs to the quantitative evaluation index is () (P200).
A, circulation b, per capita evaluation index c, arrival rate d, contact attention e, relevance
38, the basic principle of media selection is () (P202)
A, objective principle B, adaptation principle C, optimization principle D, benefit principle E and convenience principle
39. What are the elements related to the media plan? ()(P209)
A, advertising market b, advertising target c, advertising target d, advertising opportunity e, advertising times.
40. The component of the media plan is () (page 209)
A, media goal B, media strategy C, media market D, media skills E, media purchase
4 1, and the evaluation grades of advertising effectiveness are () (P223) respectively.
A, cognitive level effect B, attitude level effect C, feeling level effect D, memory level effect E, behavior level effect
42, the characteristics of advertising effect () (P223)
A, compound b, cumulative c, direct d, indirect e, delay
43, projection method including () (P228)
A, language association method B, sentence completion method C, painting measurement method D, SD, measurement method E, recognition evaluation method
44, advertising communication effect evaluation is divided into several methods? ()(P225-229)
A, attention rate evaluation B, memory evaluation C, statistical method D, attitude change evaluation E, arousing purchase behavior evaluation
45, advertising sales effect evaluation is divided into several methods? ()(P23 1-233)
A, nodding survey method B, memory evaluation method C, statistics method D, sales area measurement method E, arousing purchase behavior evaluation
46. Which of the following statements is true? ()(P273)
First, the status and effectiveness of administrative regulations are lower than the Constitution and laws, and higher than local regulations and administrative rules; B, the status and effectiveness of local regulations and administrative rules are lower than the Constitution and laws, and higher than administrative regulations;
C. In case of conflict between the Advertising Law and the Anti-Unfair Competition Law, the Advertising Law shall prevail; D if the advertising law conflicts with the anti-unfair competition law, the anti-unfair competition law shall prevail; E the status and effectiveness of advertising management regulations are lower than administrative regulations and higher than normative documents.
47. Since the reform and opening up, marked by the construction of advertising legal system in China, a big step has been taken? ()(P275)
A. Provisional Regulations on Advertising Management B. Regulations on Advertising Management C. Detailed Rules for the Implementation of the Regulations on Advertising Management D. Consumer Protection Law E. Advertising Law
48. Which of the following units needs to apply to the local city or county administration for industry and commerce when going through the examination and registration procedures, and report to the provincial, autonomous region or municipality directly under the Central Government administration for industry and commerce or its authorized provincial administration for industry and commerce for approval, and the local city or county administration for industry and commerce will issue the Business License for Enterprise as a Legal Person? ( )
A. National domestic enterprises, Sino-foreign joint ventures and Sino-foreign cooperative enterprises engaged in advertising business B. Enterprises engaged in advertising business C. Institutions engaged in advertising business D. Individual industrial and commercial households E. Local advertising enterprises
49, the basic characteristics of false advertising is () (P287)
A, illegal behavior B, untrue content C, deception D, violation of the principles of fairness, honesty and credit E, unfair advertising competition.
50, advertising content review, mainly including () (P284)
A. Pre-examination of advertisements for key commodities B. Pre-examination of publishing units C. Consultation and examination of advertising industry organizations D. Post-examination of advertising supervision and management organs E. Public opinion supervision 5 1. What are the legal responsibilities of advertising violation? ()(P295)
A, administrative responsibility B, civil responsibility C, criminal responsibility D, public responsibility E, relief responsibility
Third, comprehensive analysis questions
1,1In April, 1998, a natural water advertisement broadcast by CCTV aroused widespread concern among consumers, which was Nongfu Spring. The distinctive advertising slogan "Nongfu Spring is a little sweet" has quickly improved the brand awareness of Nongfu Spring in a short time. Nongfu Spring1end of 998
It has reached the third place in the national comprehensive market share, and its subsequent sales performance has increased year by year. In just a few years, it has become the most famous drinking water brand in China.
1) What is the core idea of positioning Nongfu Spring in natural water? (1) A, category positioning B, comparative positioning C, USP positioning D, cultural positioning 2) Nongfu Spring uses the concept of "natural water" to attract consumers. What is this appeal strategy? (b)
A, emotional appeal B, rational appeal C, emotional and rational appeal blending strategy D, detailed appeal strategy 3) Analyze Nongfu Spring's media target strategy, which includes (a) A, media target B corresponding to market sales target and marketing strategy, media target C aimed at establishing popularity and deepening brand understanding, media target D aimed at establishing and maintaining brand image, and media target aimed at saving advertising cost and enhancing promotion effect.
4) Nongfu Spring chose to broadcast advertisements in April and analyzed its advertising timing strategy, which belongs to (a,).
A, advertising time limit strategy B, advertising time point strategy C, advertising time sequence strategy D, advertising release opportunity strategy 5) Nongfu Spring's advertising expression mode belongs to (A,).
A, commodity information type B, life information type C, value-added type D, emotional appeal type
2. M-Zone is a mobile communication customer brand tailored by China Mobile for young fashion people. It was officially launched in March 2003, with Jay Chou as the spokesperson. After ten months of national promotion, it has more than 6.5438+million young users, and its performance is impressive. It is another powerful sub-brand of China Mobile after "Global Connect" and "Shenzhouxing", which successfully responded to the competition between China Unicom and China Telecom. 1) The target consumer market segmentation method of M-Zone is (P 106).
A, demographic method B, geographical subdivision method C, usage pattern and preference degree D, benefit segmentation method 2) The main influencing factor of consumers' consumption behavior in the M-zone is (a,).
A, cultural factors B, social factors C, personal factors D, psychological factors 3) What methods are mainly used to evaluate the successful marketing of M-Zone? ( )
A. evaluation of advertising communication effect B. evaluation of advertising sales effect C. evaluation of advertising effect beforehand D. evaluation of advertising attention rate
3. Wen Quxing put forward the concept of "electronic dictionary" when the product went on the market, which quickly eliminated the sense of distance between new scientific and technological products and the audience, and at the same time made himself the first brand in people's minds. For a long time, Wenquxing even became synonymous with "electronic dictionary", and its memory and credibility were greatly improved.
1) The idea of Wen Quxing's Electronic Dictionary belongs to () (P 186).
A, cognitive concept creativity B, psychological concept creativity C, situational concept creativity D, category concept creativity 2) The thinking method of Wenquxing's advertising creativity belongs to () (P 180).
A, vertical and horizontal creative thinking method B, radiation creative thinking method C, brainstorming creative thinking method D, fact creative thinking method 3) Wen Quxing's brand image positioning method belongs to () (b).
A, category orientation b, comparison orientation c, USP orientation d, culture orientation.
4. On April 20th, 22nd and 23rd of a certain year, a biotechnology research institute published three drug advertisements that were not examined by the drug supervision and administration department, and the advertising fee payable was 4,800 yuan, which has not been paid yet. The above advertisements are released by XXX advertising co., ltd. (285 pages)
1) In this case, the illegal subject is ()
A, drug supervision and administration department B, a newspaper C, an advertising company D, a biotechnology research institute 2) The illegal behavior of a biotechnology research institute is ().
1. Publishing false advertisements; B. Publish unaudited drug advertisements; C. It is forbidden to publish drug advertisements in newspapers; D. Arrears of advertising fees; 3) How should the Institute of Biotechnology be punished? ( )
A, fine B, order to stop publishing C, apologize and pursue criminal responsibility D, confiscate illegal income E, and revoke business license.
5. In order to improve the company's popularity and sales revenue, a company in Xining published an advertisement named "Perfect Wrinkle Removal and Face Improvement" in a newspaper on March 28th, 20 10. In the absence of any scientific basis, the content of the advertisement claims that "wrinkles disappear by 90%, the corners of the eyes protrude by 2-3mm, the skin is delicate by 50%, and the skin color becomes lighter by 50%". The first issue of the advertisement with the same content costs 2000 yuan. (P287) 1) What are the illegal acts? 2) How to punish?
3) What are the basic characteristics of false advertisements in this case? ( )
A. Illegal behavior B. Illegal content C. Deception D. Abuse of media