电大广告经营管理期末重点复习资料考试小抄
一.单项选择题
1. 19世纪初，由本杰明?戴所发动的“便士报”运动是报刊大众化的标志性事件。P4
2. 1869年，弗兰西斯?艾耶又在费城开办了一家N.M.艾耶父子广告公司，明确按纯版面成本收取代理费，并向客户
提供文案、设计，甚至还包括市场调查等一系列服务，成为第一家按当今广告公司运作方式进行运作的广告代理公司。P5
3. 广告的市场环境分为一般环境和特殊环境。一般环境包括政治法律环境、经济环境、科技环境、社会文化环境等。特殊环境包括广告活动展开的特定地域环境与特定产业环境。P8
4. 我们将广告主、广告公司、广告媒体、广告受众称为广告市场的四大主体。
5. 从广告公司在广告市场运作中所处的地位来看，广告公司是广告活动不可或缺的关键环节。广告主是广告活动的源泉和发动者。广告公司是广告活动不可或缺的关键环节。广告客户是广告信息的发布者，广告受众是信息的接收者，广告媒体是广告信息的传播载体。这三者的活动都必须由广告公司的广告活动连接起来。
6．在广告活动中，受众是广告信息传播的目标，是广告活动的终点，是广告活动成败的衡量标准。
7. 以15%为标准的代理佣金在美国正式成立，标志着广告代理制度的正式确立。P66
8. 佣金制——广告代理中最早形成和确立的一种收费方式。P68
9. 广告代理制的实质是一种市场运作机制，而不是一种行政管理体制。必须受市场经济基本原则，即成本原则、利己—利他原则（双赢原则）、自我利益原则和完全信息原则的制约。P69
10. 广告市场调查的内容：消费者调查、基本市场情况调查、产品或服务调查、竞争者调查。P92
11. 定量分析和定性分析是调查研究中通常所使用的两种基本分析方法。
12. 确立广告目标是整体广告运作策划过程中的关键性步骤，它指示着广告运作的具体目标和方向，它决定着广告
策划如何发展。广告目标的确立，一般是以心理上的效果为标准，即以知名、了解、偏好等作为测定广告效果的指标。
13. 广告目标可分为广告营销目标和广告传播目标。
14. 在大众传媒中，报纸、杂志诞生最早，也最早与广告结成同盟。
15. 不同的企业有不同的广告管理与组织形式，但是不管采取什么样的广告管理模式与组织类型，都必须遵循和贯
彻三项基本原则，即功能定位原则、层级责任原则和统放结合原则。
二．名词解释
1.广告市场：广告作为一种特殊商品的交换关系的总和。这里，我们将广告活动看作是一种商品交换活动、一种
市场行为和市场过程，注重其交换活动、市场行为和市场过程中的交换关系、经济关系和经济利益关系。
2.广告道德：就是为了调节广告主、广告经营者、广告发布者和消费者在广告活动中的社会关系而形成的一种广
告行为准则，它是广告主、广告经营者和广告发布者在广告活动中所表现出来的职业道德规范的总和，这也是
广告主、广告经营者和广告发布者等广告从业者自身素质的一种反映。
3.广告代理：是指广告经营者（代理方）在广告被代理方（广告客户）授予的代理权限内，以广告被代理人的名
义所开展的广告活动。
4.实费制：就是不采取一定比率来支付代理佣金的形式，而是采取按实际的成本支出与实际的劳务支出来支付整
个广告代理费用的方式。
5.4A广告公司：是指美国广告代理公司协会即4A（American Associasion of Advertising Agencies ）会员或4A协
会在欧洲共同体或中国香港的分会的会员。
6.定量分析：是以数学和统计的方法为主，通过大量抽样，对抽样结果进行精确的数理统计，以统计数据为依据
对问题做出客观的判断，所以这种方法又称为数理统计法或客观判断法。
7.定性分析：以经验分析为主，用较少的抽样结合分析者的实际经验和知识，对所调查的问题做出带有一定主观
成分的判断。
8.达格玛观念：“达格玛”，即英文dagmar的中文音译，是defining advertising goals for measured advertising results
的缩写，翻译成中文就是为衡量广告效果而确定广告目标。这是1961年由美国广告主协会赞助发表的一份重要广告文件，主要是针对广告作业之科学化问题提出了系统的规划建议。
9.AE制：AE为英文account executive 的缩写，中文的意思为客户执行。AE制即广告公司指派特定的客户负责
人为客户提供服务的一种制度。
10.广告计划：是指企业关于未来广告活动的规划，是为了实现总体战略目标和具体广告目标而采取的广告活动的
策略和安排，是整个广告运动纲领性的指导文件。它一般应包括战略性广告计划和战术性广告计划两种。
11.竞争对手广告费对抗法：是在决定各种产品、各种商标广告预算时的一种现实的经验方法，即在确定广告费用
预算时以竞争对手为参考依据，与之持平或更超前。
三．简答题
1. 广告产业的特征P7
①广告活动是一种特殊的信息传播活动
②广告产业具有系统化、科学化、高效化的特点
③广告产业属于知识密集、人才密集、技术密集的“三密集”型产业
④广告产业从传统的信息服务业逐渐发展为现代信息产业
2. 我国广告经营的现状：①小规模，大数量②低起点，高速度③弱公司，强媒体
3. 广告道德的特征P52
①生成方式上的非建构性②内容标准上的丰富性和多元化
③调整方式上的内省性④强制方式上的内在约束性
4. 综合性广告代理公司必须具备的条件P64
①功能齐全，具有高质量、高水平的全面代理服务能力
②必须有科学化规范化的管理③必须具有充足的财力
5. 广告代理的产生和发展经历了这样几个时代P65(补充)
①处于媒体依附地位的媒体推销时代：媒体（主要是报纸）聘请专人负责招揽广告业务——版面销售时代。1841 沃尔尼.B.帕尔默费城建立脱离媒体的、独立的广告代办处，是世界上最早的广告代理店——现代广告代理的最
早萌芽，实质仍属单纯的媒介代理；②脱离媒体的媒体掮客时代:1865 乔治.P.罗威尔波士顿广告代理店，与100家报纸签订了为期一年的版面合同，收取25%的佣金，把版面分成小的单位，以零售方式向广告主兜售。仍
然是单纯的媒介代理，但却是一大进步。它能向媒介确保一定数量的广告业务，减轻媒介的负担，减少媒介经营广
告的风险，初步具备了真正意义的广告代理的性质；③独立的专门化代理时代:市场的扩展和复杂，企业竞争的
加剧，单纯的媒介代理越来越不满足广告客户的需求。1869 艾耶父子广告公司，从单纯为报纸推销广告版面转向
为客户提供专业化的服务。此外，还推出了“合同制度”，将广告业务的酬金定为15%，这一制度于1917年在美国得到正式确认，沿用至今。
6．如何看待自我利益原则和“双赢原则”？如何互相联系？P69
7．综合型广告代理公司的两种组织类型以及优缺点P74（补充）
①以功能为基础的部门组织类型，其优点是可调用全公司力量，缺点是流程复杂，效率低下；②以个别客户为基础
的小组制组织类型，其优点在于责任明确，灵活协调，便于与客户联系。缺点在于人力分散，只适合于大客户。
8. 一种媒介想要成为广告客户所愿意使用的广告媒介，应具备的基本条件？P146
①具有一定的覆盖域②拥有比较明确和固定的受众群
③具有较好的传播效果④企业能够承受广告发布的成本
9. 新电视媒介广告经营要把握哪些要素？P160
①实时掌握用户需求②提高广告的覆盖率、到达率
③打造新的电视广告经营链条（数字电视运营商、广告主、广告公司、数据服务商、技术服务商）
④建立数字电视监测和评估体系。
10.集团化背景下的中国媒介广告经营的实质整合主要包括的内容？P169
①观念整合②行为整合③资源整合④环境整合，也叫关系整合
11.广告经营的双重代表性是指什么：广告经营者在广告客户和消费者之间担当的中介角色，决定了它的双重代表
性及负有的双重职责，这就是一方面它代表着广告客户，另一方面它又成为消费者的代表，既要对广告客户负责，
这就是一方面它代表着广告客户，另一方面它又成为消费者的代表，既要对广告客户负责，也要对消费者负责。P104 12.广告经营的双重效益观指什么：广告人应该既是商人，又是文化人；广告既传递着商业信息，同时也传播和创
造着文化。作为广告公司的经营者，必须确立双重效益观，在追求经济效益的同时，争取良好的社会文化效益。P106 13.“拐点“的成因：1998年以来，广告营业额增长速度开始放缓，首次低于20%，并连续6年维持在百分之十几
的增长范围之内。很多学者把这种现象称为“拐点”，并认为：“拐点”是中国广告业高速发展过程中的正常回落，
是中国广告业由“起飞期”进入“成长期”之前的重大调整。
四.论述题
1.谈谈你对违法广告的管理建议。（结合三位一体管理系统形成自己的看法）P53
2.结合实际情况，谈谈新成立的广告公司该如何开发客户？P85
3.企业在发展过程中存在哪些不科学的广告观念和广告行为，如何确立哪种正确的广告观？P176
请您删除一下内容，O(∩_∩)O谢谢！！！【China's 10 must-see animations】The Chinese animation industry has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 10 must-see classics from
China's animation outpouring that are not to be missed. Let's recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫芦娃) is a Chinese animation TV series produced by Shanghai Animation Film Studio. In the 1980s the series was one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state compared to the rest of the
international community. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of paper-cut animations.
Black Cat Detective Black Cat Detective (Chinese: 黑猫警长) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2006, a rebroadcasting of the original series was announced.
Critics bemoan the series' violence, and lack of suitability for children's education. Proponents of the show claim that it is merely for entertainment. Effendi"Effendi", meaning sir and teacher in Turkish, is the respectful name for people who own wisdom and knowledge. The hero's real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the
exploitation of noblemen. He was also full of compassion and tried his best to help poor people. Adventure of Shuke and Beita 【舒克与贝塔】Adventure of Shuke and Beita (Chinese: 舒克和贝塔) is a classic animation by Zheng Yuanjie, who is known as King
of Fairy Tales in China. Shuke and Beita are two mice who don't want to steal food like other mice. Shuke became a pilot and Beita
became a tank driver, and the pair met accidentally and became good friends. Then they befriended a boy named Pipilu. With the help of PiPilu, they
co-founded an airline named Shuke Beita Airlines to help other animals. Although there are only 13 episodes in this series, the content is very compact and attractive. The animation shows the preciousness of friendship and how people should be brave when facing difficulties. Even adults recalling this animation
today can still feel touched by some scenes. Secrets of the Heavenly Book Secrets of the Heavenly Book, (Chinese: 天书奇谈) also referred to as "Legend of the Sealed Book" or "Tales about the Heavenly Book", was released in 1983. The film was produced with rigorous dubbing and fluid combination of music and vivid animations. The story is based on the classic literature "Ping Yao Zhuan", meaning "The Suppression of the Demons" by Feng Menglong. Yuangong, the deacon, opened the shrine and exposed the holy book to the human world. He carved the book's contents on the stone wall of a white cloud cave in the mountains. He was then punished with guarding the book for life by the jade emperor for breaking heaven's law. In order to pass this holy book to human beings, he would have to get by the antagonist fox. The whole animation is characterized by charming Chinese painting, including pavilions, ancient architecture, rippling streams and crowded markets, which fully demonstrate the
unique beauty of China's natural scenery. Pleasant Goat and Big Big Wolf【喜洋洋与灰太狼】Pleasant Goat and Big Big Wolf (Chinese:喜羊羊与灰太狼) is a Chinese animated television series. The show is about a group of goats living on the Green Pasture, and the story revolves around a
clumsy wolf who wants to eat them. It is a popular domestic animation series and has been
adapted into movies. Nezha Conquers the Dragon King（Chinese: 哪吒闹海） is an outstanding animation issued by the Ministry of Culture in 1979 and is based on an episode from the Chinese mythological novel "Fengshen Yanyi". A mother gave birth to a ball of flesh shaped like a lotus bud. The father, Li Jing, chopped open the ball, and beautiful boy, Nezha, sprung out. One day,
when Nezha was seven years old, he went to the nearby seashore for a swim and killed the third son of the Dragon King who was persecuting local residents. The story primarily revolves around
the Dragon King's feud with Nezha over his son's death. Through bravery and wit, Nezha finally broke into the underwater palace and successfully defeated him. The film shows various kinds
of attractive sceneries and the traditional culture of China, such as spectacular mountains, elegant sea waves and exquisite ancient Chinese clothes. It has received a variety of awards. Havoc in Heaven The story of Havoc in Heaven（Chinese: 大闹天宫）is based on the earliest chapters of the classic story Journey to the West. The main character is Sun Wukong, aka the Monkey King, who rebels against the Jade Emperor of heaven. The stylized animation and drums and percussion accompaniment used in this film are heavily
influenced by Beijing Opera traditions. The name of the movie became a colloquialism in the Chinese language to describe someone making a mess.
Regardless that it was an animated film, it still became one of the most influential films in all of Asia. Countless cartoon adaptations that followed have reused
the same classic story Journey to the West, yet many consider this 1964 iteration to be the most original, fitting and memorable, The Golden Monkey Defeats a Demon【金猴降妖】The Golden Monkey Defeats a Demon (Chinese: 金猴降妖), also referred as "The Monkey King Conquers the Demon",
is adapted from chapters of the Chinese classics "Journey to the West," or "Monkey" in the Western world. The five-episode animation series tells the story
of Monkey King Sun Wukong, who followed Monk Xuan Zang's trip to the West to take the Buddhistic sutra. They met a white bone evil, and the evil
transformed human appearances three times to seduce the monk. Twice Monkey King recognized it and brought it down. The monk was unable to recognize
the monster and expelled Sun Wukong. Xuan Zang was then captured by the monster. Fortunately Bajie, another apprentice of Xuan Zang, escaped and
persuaded the Monkey King to come rescue the monk. Finally, Sun kills the evil and saves Xuan Zang. The outstanding animation has received a variety of awards, including the 6th Hundred Flowers Festival Award and the Chicago International Children's Film Festival Award in 1989. McDull【麦兜】McDull is a cartoon pig character that was created in Hong Kong by Alice Mak and Brian T se. Although McDull made his first appearances as a supporting character in
the McMug comics, McDull has since become a central character in his own right, attracting a huge following in Hong Kong. The first McDull movie McMug Story My Life as McDull documented his life and the relationship between him and his mother.The McMug Story My Life as McDull is also being translated into
French and shown in France. In this version, Mak Bing is the mother of McDull, not his father..
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