2015年電大廣告學(xué)期末復(fù)習(xí)重點(diǎn)考試小抄

廣 告 :是為了某種特定的需要 ,通過定形式的媒體 ,公開廣泛地向公眾傳遞信息的宣傳手段 。 廣告組織 ： 是指承擔(dān)廣告經(jīng)營(yíng)活動(dòng)的機(jī)構(gòu) ,主要包括專業(yè)廣告組織、媒體廣告部門、企業(yè)廣告部門、群眾性廣告團(tuán)體等機(jī)構(gòu)。 廣告組織 的作用： 是為了對(duì)廣告作實(shí)行有效管理 ,以便更好地完成各項(xiàng)廣告業(yè)務(wù)而設(shè)立的對(duì)廣告活動(dòng)進(jìn)行計(jì)劃、實(shí)施和調(diào)節(jié)的經(jīng)營(yíng)機(jī)構(gòu) 抽樣調(diào)查 ： 是一種非全面調(diào)查 ,它是從全部調(diào)查研究對(duì)象中 ,抽選一部分單位進(jìn)行調(diào)查 , 并據(jù)以全部調(diào)查研究對(duì)象作出估計(jì)和推斷的一種調(diào)查方法。 廣告的特點(diǎn) ， 廣告不同于一般大眾傳播和宣傳活動(dòng) ,主要表現(xiàn)在 : 1.廣告是種傳播工具 ,是將某一項(xiàng)商品的信息 ,由這項(xiàng)商品的生產(chǎn)或經(jīng)營(yíng)機(jī)構(gòu) (廣告主 )傳送給一群用戶和消費(fèi)者 。 2.做廣告需要付費(fèi) ；。 3.廣告進(jìn)行的傳播活動(dòng)是帶有說服性的 ； 4.廣告是有日的、有計(jì)劃 ,是連續(xù)的 ； 5.廣告不僅刈廣告主有利 ,而且對(duì)日標(biāo)刈象也有好處 ,它可使用戶和消費(fèi)者得到有用的信息、 醫(yī)藥廣告的特征 : 針對(duì)性 及時(shí)性、說理性、思想導(dǎo)向性 醫(yī)藥廣告活動(dòng)的基本原則 : 合法性 真實(shí)性 創(chuàng)新性 藝術(shù)性 科學(xué)性、思想性 廣告的要素 以廣告活動(dòng)的 參與者 為出發(fā)點(diǎn) :廣告構(gòu)成要素有 :廣告主 ,廣告公司 ,廣告媒體 , 廣告信息 ,廣告思想和技巧 ,廣告受眾 ,廣告費(fèi)用及廣告效果。 以大眾 傳播理論 為出發(fā)點(diǎn) : 廣告信啟、傳播過程中的廣告構(gòu)成要素主要包括 : 廣告信源、廣告信啟、廣告媒介、廣告信宿等要素 Usp 廣告策略的特點(diǎn) 1、每一個(gè)廣告都一定要對(duì)消費(fèi)者提出一個(gè)、說辭 ,給消費(fèi)者一個(gè)明確的 利益。 2、此一說辭一定要使其他竟?fàn)幷卟荒芴岢龌蛭丛岢龅恼f辭。 3、這一說辭一定能夠招來更多的消費(fèi)者 ,促進(jìn)產(chǎn)品銷售。 USP 策略的理論基礎(chǔ) ： 廣告策略是市場(chǎng)營(yíng)銷策略中的一個(gè)重要細(xì)成郜分 ,發(fā)展廣告策略要受 到公司營(yíng)銷目。 USP 策略的心理基礎(chǔ)消費(fèi)者的購買動(dòng)機(jī)和行為要受到認(rèn)知過 程 的影響 ： 選擇性注意 、 選擇性曲解 、 選擇性記憶 USP 策略的優(yōu)點(diǎn) ： 1、 訴求明確 ,能夠向消費(fèi)者 :自 :接提供產(chǎn)品信啟、和利益知覺。 2、 受眾可以從廣告中了解到產(chǎn)品的主要特征和功能 , 3、 了解產(chǎn)品可能提供滿足自己需要的利益電荷給自己帶來的好處。標(biāo)和其他營(yíng)銷策略的影響 ,并體現(xiàn)出市場(chǎng)發(fā)展的內(nèi)在要求。 UsP 策略的缺點(diǎn) ： 獨(dú)具的銷售主張容易被模仿。在現(xiàn)代生產(chǎn)條件下 :產(chǎn)品同質(zhì)化、類型化不斷加強(qiáng) ,獨(dú)具的說辭一旦被模仿 ,就很難追究模仿者的責(zé)任 品牌的含義 ： 品牌是產(chǎn)品所 具有的特征以及廣眚和受眾經(jīng)驗(yàn)在受眾心中的融合。菲利晉 科特勒的定義 ,品牌是一種名稱、名詞、標(biāo)記、符號(hào)或設(shè)計(jì) ,或是它們的組合運(yùn)用。 廣告 定位的心理基礎(chǔ)和特征 ： 定位是一種攻心戰(zhàn)略。 定位觀念 具有以下幾個(gè)特征 : (l)定位為受眾有限的心智提供了一種簡(jiǎn)化的信息。 (2)定位借助的是一種位序符號(hào)。 (3)定位與受眾心理的保守性和可塑性。 廣告 定位的競(jìng)爭(zhēng)特征 ： (l)定位是一種心理位置上的競(jìng)爭(zhēng)。 (2)定位承認(rèn)并利用競(jìng)爭(zhēng)品牌的位置和優(yōu)勢(shì)。 (三 )廣告定位策略 廣告定位策略包括以下幾種 : l、領(lǐng)導(dǎo)者定位建立 領(lǐng)導(dǎo)地位 2、比附定位緊跟行業(yè)領(lǐng)導(dǎo)者 3、細(xì)分定位尋找市場(chǎng)空隙 4、重組定位重新為競(jìng)爭(zhēng)定位 5、“高級(jí)俱樂部”策略 廣告創(chuàng)意 (創(chuàng)意是廣告的靈魂和生命。 ) 廣義 上的創(chuàng)意 :創(chuàng)意是指廣告活動(dòng)中有創(chuàng)意性的活動(dòng) 狹義 上的創(chuàng)意 : 創(chuàng)意是指廣告的藝術(shù)構(gòu)思 (不包括制作 )。這是一種使用較為普遍的含義。 一般意義 上的創(chuàng)意 :創(chuàng)意是指整個(gè)廣告作品 ,這是將創(chuàng)意等同于廣告的一種認(rèn)識(shí)。 廣告創(chuàng)意的含義 ： 根據(jù)廣告主題 ,經(jīng)過精心思考和策劃 ,運(yùn)用藝術(shù)于段 ,把所掌握的材料進(jìn)行 創(chuàng)造性的細(xì)合 ,以塑造一個(gè)意象的過程 ,簡(jiǎn)而言之 ,即 廣告主題意念的意象化。 意念、表象和意象 意念 :意念通常指念頭和想法。在藝術(shù)創(chuàng)作中 ,意念是作品所要表達(dá)的思想和觀點(diǎn) ,是作品內(nèi)容 的 核心 表象 :符合廣告創(chuàng)作者思想的可用以表現(xiàn)商品和勞務(wù)特征的客觀形象 ,在其未用作特定表現(xiàn)形式時(shí)我們稱其為表象 ,是我們通過感官對(duì)客觀事物的原型形象的感知和映照。 意象 :在人們頭腦中形成的表象經(jīng)過創(chuàng)作者的感受、情感體驗(yàn)和理解作用 ,滲透進(jìn)主觀情感、情緒和一定的意味 ,經(jīng)過一定的聯(lián)想、夸大、濃縮、扭曲和變形 ,便形成轉(zhuǎn)化為意象。 廣告創(chuàng)意的實(shí)質(zhì) ： 1.廣告創(chuàng)意的前提 :科學(xué)的調(diào)查與分析 2.廣告創(chuàng) 意的關(guān)鍵 :符合公眾心理 3.廣告創(chuàng)意的表現(xiàn)形式 :創(chuàng)新與優(yōu)化 ， 4.廣告創(chuàng)意的成果 :形成富有吸引力的美好意境 醫(yī)藥廣告創(chuàng)意所要遵循的原則 ： 一、醫(yī)藥廣告創(chuàng)意的獨(dú)創(chuàng)性原則 ， 二、醫(yī)藥廣告創(chuàng)意的實(shí)效性原則 醫(yī)藥廣告創(chuàng)意所要達(dá)到的要求 :1,可理解性 2,相關(guān)性 廣告主題策劃 ( 明確了廣告目標(biāo)、廣告對(duì)象后 ,下一步的主要問題是選擇和確定廣告主題、即廣告的中心思想 ,它是廣告主與目標(biāo)受眾共同的凝聚點(diǎn)。 ) 醫(yī)藥廣告策劃的原則 : 1 整體性決策原則 2 科學(xué)性決策原則 3前瞻 性 決策原則 4 可行性決策原則 5 調(diào)適性決策性原 則 6 創(chuàng)新 型 決策的原則 廣告策劃的特征 :智謀性 日的性 系統(tǒng)性 可行性 科學(xué)性 廣告主題策劃的基礎(chǔ) (一 ),建立產(chǎn)品價(jià)值網(wǎng) l,產(chǎn)品的實(shí)體岡素出發(fā) 2,從產(chǎn)品的使用情況出發(fā) 3,從產(chǎn)品的價(jià)格 ,檔次出發(fā) 4、從產(chǎn)品與其他產(chǎn)品的關(guān)系出發(fā) 5、從消費(fèi)者對(duì)產(chǎn)品的關(guān)系點(diǎn)和期望出發(fā) （ 二 )建立產(chǎn)品價(jià)值鏈 l.建立產(chǎn)品的社會(huì)價(jià)值鏈 2.建立產(chǎn)品的主觀價(jià)值鏈 ： (l)產(chǎn)品給人的感覺 (2)產(chǎn)品的性格 (3)產(chǎn)品的象征。 （ 三 ） 挖掘產(chǎn)品潛在價(jià)值 ,創(chuàng)造產(chǎn)品新價(jià)值 1.喚醒消費(fèi)需求 2.創(chuàng)造消費(fèi)需求 3.突破消費(fèi)觀念 障礙 ,挖掘產(chǎn)品價(jià)值 4.逆向思維 ,從負(fù)價(jià)值中挖掘新價(jià)值 確定廣告主題時(shí)應(yīng)該注意的問題 1、 廣告主題應(yīng)單純、集中和精練 ； 2、 廣告主題應(yīng)保持統(tǒng)一性和連貫性 3、 廣告主題要易憧 廣告媒介的選擇標(biāo)準(zhǔn) ： l、廣告媒體的權(quán)威性和它的定性價(jià)值 2、受眾對(duì)廣告媒體的接觸率 3、受眾對(duì)廣告媒體的接觸頻度 4、廣告媒體的自身特性 5、廣告媒體的經(jīng)濟(jì)性 6、廣告媒體的效果 廣告媒介的選擇原則 1、效益性原則 2、整體性原則 3、科學(xué)性原則 廣告媒介的選擇過程 ： 分析傳播媒介的地位與性能 ,各種媒介的功能比較 媒體 :所謂媒 體 ,是指?jìng)鞑バ畔⒌拿浇?媒體指標(biāo)分析 (一 )收視率指在定時(shí)間內(nèi) ,目標(biāo)市場(chǎng)上收視 (聽 )某一特定電視節(jié)目或廣播節(jié) 目的人數(shù) (或家庭 )占總數(shù)的比例。 (二 )開機(jī)率指在一天中的某一特定時(shí)問內(nèi) ,擁有電視機(jī)家庭中收看節(jié)目的戶數(shù)占總戶數(shù)的比例 (三 )節(jié)目視聽眾占有率指在一定時(shí)問內(nèi) ,收看某一特定節(jié)日的家庭數(shù)目占總開機(jī)家庭數(shù)日的百分比。 收視率、開機(jī)率、視聽眾占有率三者之間的關(guān)系 ： 收視率 =開機(jī)率 +視聽眾占有率 （ 四 )總收視率指在一定時(shí)期內(nèi)某一特定的廣告媒體所刊播的某廣眚的收視率總數(shù)。 總收視率 =平均收視率 X插播次數(shù) (五 )到達(dá)率不同的個(gè)人 (或家庭 )在特定期間內(nèi)暴露于某一媒體廣告排期表下的人數(shù) ,一般以百分?jǐn)?shù)表示。 媒體的形式 (一 )傳統(tǒng) 的 幌子 ： l、以經(jīng)營(yíng)實(shí)物做幌 子 2、放大的商品模 型 3、運(yùn)用文字 4、運(yùn)用特有的圖案標(biāo)志 (二 )四大主導(dǎo)媒體 (報(bào)紙、雜志、廣播、電視 ) (三 )專用或工具媒體戶外廣告 （四）饋贈(zèng)廣告媒體 (五 )電子技術(shù)廣告 (六 )小眾廣告媒體 醫(yī)藥廣告管理的特點(diǎn) : 1 法制管理 2 廣泛監(jiān)管 3全程管理 4多層次監(jiān)管 中國(guó)廣告法 :1994 年 10 月 27 日第八屆全國(guó)人民代表大會(huì)常務(wù)委員會(huì)第十次會(huì)議通過 ,本法自 1995 年 2 月 1 日起施行。 醫(yī)藥廣告媒體分析： （ 1）電視：感知型 感情型 理智型 （ 2）報(bào)紙：廣泛型 快速型 連續(xù)型 經(jīng)濟(jì)型 （ 3）廣播（ 4）雜志 ：選擇性 優(yōu)質(zhì)型 多樣型 （ 5）網(wǎng)絡(luò) ：廣泛 非強(qiáng)迫性 感官 交互 實(shí)施 醫(yī)藥廣告管理的概述 ： （ 1） 特點(diǎn) ：法制管理 廣泛管理 全程管理 多層次管理 （ 2）醫(yī)藥廣告 管理的方法 ：法律法規(guī)管理 行業(yè)自律 社會(huì)監(jiān)督機(jī)制（ 3）醫(yī)藥廣告的 作用 ：加強(qiáng)醫(yī)藥廣告管理，有利于維護(hù)消費(fèi)者的合法權(quán)益，有利于形成公共競(jìng)爭(zhēng)的市場(chǎng)，有利于醫(yī)藥廣告業(yè)的健康發(fā)展。 請(qǐng)您刪除一下內(nèi)容， O( _ )O 謝謝！ 2015 年中央電大期末復(fù)習(xí)考試小抄大全，電大期末考試必備小抄，電大考試必過小抄 After earning his spurs in the kitchens of The Westin, The Sheraton, Sens on the Bund, and a sprinkling of other top-notch venues, Simpson Lu fi nally got the chance to become his own boss in November 2010. Sort of. The Shanghai-born chef might not actually own California Pizza Kitchen (CPK) but he is in sole charge of both kitchen and frontof- house at this Sinan Mansionsstalwart. Its certainly a responsibility to be the head chef, and then to have to manage the rest of the restaurant as well, the 31-year-old tells Enjoy Shanghai. In hotels, for example, these jobs are strictly demarcated, so its a great opportunity to learn how a business operates across the board. It was a task that management back in sunny California evidently felt he was ready for, and a vote of confi dence from a company that, to date, has opened 250 outlets in 11 countries. And for added pressure, the Shanghai branch was also CPKs China debut. For sure it was a big step, and unlike all their other Asia operations that are franchises, they decided to manage it directly to begin with, says Simpson. Two years ago a private franchisee took over the lease, but the links to CPK headquarters are still strong, with a mainland-based brand ambassador on hand to ensure the business adheres to its ethos of creating innovative, hearth-baked pizzas, a slice of PR blurb that Simpson insists lives up to the hype. They are very innovative, he says. The problem with most fast food places is that they use the same sauce on every pizza and just change the toppings. Every one of our 16 pizza sauces is a unique recipe that has been formulated to complement the toppings perfectly. The largely local customer base evidently agrees and on Saturday and Sunday, at least, the place is teeming. The kids-eat-for-free policy at weekends is undoubtedly a big draw, as well as is the spacious second-fl oor layout overlooked by a canopy of green from Fuxing Park over the road. The company is also focusing on increasing brand recognition and in recent years has taken part in outside events such as the regular California Week. Still, the sta are honest enough to admit that business could be better； as good, in fact, as in CPKs second outlet in the popular Kerry Parkside shopping mall in Pudong. Sinan Mansions has really struggled to get the number of visitors that were envisaged when it first opened, and it hasnt been easy for any of the tenants here, adds Simpson. Were planning a third outlet in the city in 2015, and we will probably choose a shopping mall again because of the better foot traffic. The tearooms once frequented by Coco Chanel and Marcel Proust are upping sticks and coming to Shanghai, Xu Junqian visits the Parisian outpost with sweet treats. One thing the century-old Parisian tearoom Angelina has shown is that legendary fashion designer Coco Chanel not only had style and glamor but also boasted great taste in food, pastries in particular. One of the most popular tearooms in Paris, Angelina is famous for having once been frequented by celebrities such as Chanel and writer Marcel Proust. Now Angelina has packed up its French ambience, efficient service, and beautiful, comforting desserts and flown them to Shanghai. At the flagship dine-in and take-out space in Shanghai, everything mimics the original tearoom designed from the beginning of the 20th century, in Paris, the height of Belle Epoque. The paintings on the wall, for example, are exactly the same as the one that depicts the landscape of southern France, the hometown of the owner； and the small tables are intentional imitations of the ones that Coco Chanel once sat at every afternoon for hot chocolate. The famous hot chocolate, known as LAfricain, is a luxurious mixture of four types of cocoa beans imported from Africa, blended in Paris and then shipped to Shanghai. Its sinfully sweet, rich and thick as if putting a bar of melting chocolate directly on the tongue and the fresh whipped cream on the side makes a light, but equally gratifying contrast. It is also sold in glass bottles as takeaway. The signature Mont-Blanc chestnut cake consists of three parts: the pureed chestnut on top, the vanilla cream like stuffing, and the meringue as base. Get all three layers in one scoop, not only for the different textures but also various flavors of sweetness. The dessert has maintained its popularity for a century, even in a country like France, perhaps the worlds most competitive place for desserts. A much overlooked pairing, is the Paris-New York choux pastry and N226 chocolate flavored tea. The choux pastry is a mouthful of airy pecan-flavored whipped cream, while the tea, a blend of black teas from China and Ceylon, cocoa and rose petals, offers a more subtle fragrance of flowers and chocolate. Ordering these two items, featuring a muted sweetness, makes it easier for you to fit into your little black dress. Breakfast, brunch, lunch and light supper are also served at the tearoom, a hub of many cultures and takes in a mix of different styles of French cuisines, according to the management team. The semi-cooked foie gras terrine, is seductive and deceptive. Its generously served at the size and shape of a toast, while the actual brioche toast is baked into a curved slice dipped with fig chutney. The flavor, however, is honest: strong, smooth and sublime. And you dont actually need the toast for crunchiness. This is the season for high teas, with dainty cups of fine china and little pastries that appeal to both visual and physical appetites. But there is one high tea with a difference, and Pauline D. Loh finds out just exactly why it is special. Earl Grey tea and macarons are all very well for the crucial recuperative break in-between intensive bouts of holiday season shopping. And for those who prefer savory to sweet, there is still the selection of classic Chinese snacks called dim sum to satisfy and satiate. High tea is a meal to eat with eye and mouth, an in-between indulgence that should be light enough not to spoil dinner, but sufficiently robust to take the edge off the hunger that strikes hours after lunch. The afternoon tea special at Shang-Xi at the Four Seasons Hotel Pudong has just the right elements. It is a pampering meal, with touches of luxury that make the high tea session a treat in itself. Whole baby abalones are braised and then topped on a shortcrust pastry shell, a sort of Chinese version of the Western vol-au-vent, but classier. Even classier is the dim sum staple shrimp dumpling or hargow, upgraded with the addition of slivers of midnight dark truffles. This is a master touch, and chef Simon Choi, who presides unchallenged at Shang-Xi, has scored a winner again. Sweet prawns and aromatic truffles whats not to love? His masterful craftsmanship is exhibited in yet another pastry a sweet pastry that is shaped to look like a walnut, but which you can put straight into the mouth. It crumbles immediately, and the slightly sweet, nutty morsel is so easy to eat youll probably reach straight for another. My favorite is the dessert that goes by the name yangzhi ganlu, or ambrosia from the gods. The hotel calls it chilled mango cream with sago, pomelo and birds nest made with ingredients that resonate with every female soul. It does taste like ambrosia, with the sweet-sour fragrance of the mango forming the first layer of taste and sensation