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超星学习通广告策划与创意（第9期 双语）作业答案

广告策划与创意（第9期 双语）

学校: 无

问题 1: 1. 广告的本质有两个:一个是广告的( )方面;一个是广告本身的作用是商品的利销。 the essence of advertising there are two: one is the ( ) aspect of advertising; one is the role of advertising itself is the profitability of the sale of goods.

选项:

A. 传播学 Communication

B. 公共关系学 Public relations

C. 市场营销学 Marketing

D. 消费心理学 Consumer psychology

答案: 传播学 Communication

问题 2: 2. 以广告传播对象为标准分类，可以将广告分为消费者广告和( )广告。 to advertising communication object as the standard classification, can be divided into consumer advertising and ( ) advertising.

选项:

A. 商业企业 Commercial enterprises

B. 工业企业 Industrial enterprises

C. 经销商 Distributors

D. 企业 Enterprises

答案: 企业 Enterprises

问题 3: 3. 信息是指广告的主要内容，具体包括商品信息、劳务信息和( )信息等。information refers to the main content of the advertisement, specifically including commodity information, labor information and ( ) information and so on.

选项:

A. 价格 Prices

B. 人才 Talent

C. 观念 Perceptions

D. 商品质量 Commodity quality

答案: 观念 Perceptions

问题 4: 4. 12、广告刺激需求包括两方面的内容，初级需求和( )。advertising stimulus demand includes two aspects, primary demand and ( ).

选项:

A. 高级需求 High-level requirements

B. 选择性需求(消费) Selective demand (consumption)

C. 消费需求 Consumer demand

D. 刺激需求 Stimulating demand

答案: 选择性需求(消费) Selective demand (consumption)

问题 5: 5. 13、( )是指为推销商品或者提供服务，自行或者委托他人设计、制作、发布广告的法人、其他经济组织或者个人。( ) refers to the promotion of goods or services, on their own or entrusted to others to design, produce, publish advertising legal persons, other economic organizations or individuals.

选项:

A. 广告目标 Advertising objectives

B. 广告人 Advertisers

C. 广告策划者 Advertising planners

D. 广告主 Advertisers

答案: 广告主 Advertisers

问题 6: 6. 广告诉求策略包括诉求对象、广告的诉求重点和( )策略。advertising appeal strategy includes the appeal object, advertising appeal focus and ( ) strategy.

选项:

A. 诉求方法 Methods of appeal

B. 表现 Performance

C. 媒介 Media

D. 定位 Positioning

答案: 诉求方法 Methods of appeal

问题 7: 7. 广告主题=广告目标+信息个性+( )Advertising theme = advertising objective + message personality + ( )

选项:

A. 媒体 Media

B. 消费信息 Consumption information

C. 消费心理 Consumer psychology

D. 费用 Costs

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问题 8: 8. 广告的诉求对象是指( )。The object of advertisement is ( ).

选项:

A. 广告的接受者是谁 Who is the recipient of the advertisement

B. 广告的赞助商 Sponsors of advertisements

C. 广告媒体 Advertising media

D. 广告目标 Advertising objectives

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问题 9: 9. 广告理念要围绕( )理念。advertising concepts should be centered around the ( ) concept.

选项:

A. 消费 Consumption

B. 费用 Costs

C. 媒介 Media

D. 营销 Marketing

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问题 10: 10. 企业在制定广告策略时应兼顾企业利润、消费者需要的满足和( )3方面的利益。enterprises in the development of advertising strategy should take into account the profits of the enterprise, the satisfaction of consumer needs and ( ) 3 aspects of the interests.

选项:

A. 媒体Media

B. 社会利益 Social benefits

C. 赞助商 Sponsors

D. 广告营销活动 Advertising campaigns

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问题 11: 11. 广告基本要素有( )The basic elements of advertising are ( )

选项:

A. 广告主 Advertisers

B. 广告信息 Advertising messages

C. 广告媒体 Advertising media

D. 广告费用与广告受众 Advertising costs and advertising audiences

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问题 12: 12. 现代广告的功能是多元化的，主要的功能有信息功能、经济功能、社会功能、宣传功能和( )等。the function of modern advertising is diversified, the main functions are information function, economic function, social function, publicity function and ( ) and so on.

选项:

A. 经济效益功能 Economic efficiency function

B. 商品信息功能 Commodity information function

C. 心理功能 Psychological functions

D. 美学功能 Aesthetic function

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问题 13: 13. 广告审美形象具有( )三种特征。advertising aesthetic image has ( ) three characteristics.

选项:

A. 功利目的 Utilitarian purposes

B. 贴近生活真实 Close to the reality of life

C. 合于审美规律 Aesthetic laws are suited to aesthetics

D. 打破审美规律 Breaking the rules of aesthetics

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问题 14: 14. 广告业务流程通常分为( )四个阶段。advertising business process is usually divided into ( ) four stages.

选项:

A. 市场分析阶段Market analysis phase

B. 广告策略阶段 Advertising strategy stage

C. 广告计划阶段 Advertising planning stage

D. 广告活动的效果预测及监控阶段 Predicting and monitoring the effectiveness of advertising campaigns

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问题 15: 15. 以广告传播范围为标准分类，可以将广告分为( )。Categorized by the standard classification of the scope of advertising dissemination, advertising can be divided into ( ).

选项:

A. 国际性广告 International advertising

B. 全国性广告 National advertising

C. 地方性广告 Local advertising

D. 区域性广告 Regional advertising

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问题 16: 16. 狭义广告泛指非经济广告。Advertising in the narrow sense refers to non-economic advertising in general.

选项:

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问题 17: 17. 所谓广告预算费，就是从事广告活动所需付出的费用。The so-called advertising budget cost is the cost to be paid for engaging in advertising activities.

选项:

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问题 18: 18. 广告媒体是指传播广告信息的物质，凡能在广告主与广告对象之间起媒介和载体作用的物质都可以称为广告媒体。advertising media refers to the dissemination of advertising information material, all can play a medium and carrier between the advertiser and the advertising object of the material can be called advertising media.

选项:

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问题 19: 19. 有了明确的广告目标，不用制定广告策略就可以发起相应的广告运动。With clear advertising objectives, it is possible to launch appropriate advertising campaigns without developing an advertising strategy.

选项:

答案: 请关注公众号【博学搜题】查看答案

问题 20: 20. 广告营销是配合企业整体营销战略，发挥广告媒体的互动性、及时性等特征优势，策划吸引客户参与的广告形式。Advertising marketing is to cooperate with the overall marketing strategy of the enterprise, to play the advantages of interactive and timely features of the advertising media, and to plan the form of advertising to attract the participation of customers.

选项:

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问题 21: 1. 调查方法的选择是在()阶段。The choice of survey methodology is made at the ( ) stage.

选项:

A. 准备Preparation

B. 实施 Implementation

C. 分析 Analysis

D. 制订方案 Programming

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问题 22: 2. 调查人员找到被调研者，说明调查的目的和填写要求后，将问卷置于被访者处，约定1-2天后再登门取回填好的问卷，或等到被调研者填写完后将问卷当场收回。这种调查方法属于()。the investigator to find the researched, explain the purpose of the survey and fill out the requirements, the questionnaire will be placed at the interviewee, agreed 1-2 days after the door to pick up the completed questionnaire, or wait until the researched to fill out the questionnaire will be retrieved on the spot. This survey method belongs to ().

选项:

A. 入户访问 Household visits

B. 置留访问调查 Detention visit surveys

C. 固定样本邮寄调查 Fixed-sample mail surveys

D. 集体访谈调查 Group interview surveys

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问题 23: 3. ()是指调查报告正文包含不了或没有提及，但与正文有关必须附加说明的部分。( ) refers to the part of the investigation report that cannot be included or is not mentioned in the body of the report, but must be annotated in relation to the body of the report.

选项:

A. 标题 Title

B. 目录 Catalogues

C. 概述 Overview

D. 附件 Annexes

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问题 24: 4. ()即让被调查者对集中产品的品牌、商标、广告等，按照喜欢程度 进行比较选择。( ) That is, respondents are asked to compare and select brands, trademarks, advertisements, etc. of centralized products according to their preferences.

选项:

A. 倾向比较法 The tendency comparison method

B. 漏斗法 Funnel method

C. 开放回答法 Open-ended approach

D. 排序法 Subordination

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问题 25: 5. ()是围绕广告活动而进行的一切调查研究活动，是整个广告活动的开端和基础，是广泛收集相关信息的行为。( ) is all the investigation and research activities around the advertising campaign, is the beginning and foundation of the whole advertising campaign, is the behavior of extensive collection of relevant information.

选项:

A. 广告媒体 Advertising media

B. 广告信息 Advertising messages

C. 广告文案 Advertising copy

D. 广告调研 Advertising research

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问题 26: 6. 广告定位是企业产品在()心中占据位置，留下深刻印象的一种新型广告宣传方法和推销方法。 advertising positioning is a new type of advertising and promotional methods and marketing methods for enterprise products to occupy a position in the mind of () and leave a deep impression.

选项:

A. 消费者 Consumers

B. 广告主 Advertisers

C. 工商部门 Business sector

D. 媒体 Media

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问题 27: 7. ()是指调查人员对被调查者的行为与特点进行现场描述，调查现场情形的一种调研方法。( ) is a research method in which the investigator describes the behavior and characteristics of the respondent on the spot and investigates the situation on the spot.

选项:

A. 观察法 Observation

B. 抽样调查法 Sample survey method

C. 典型调查法 Typical survey method

D. 访谈法 Interview method

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问题 28: 8. 广告调研的程序中，第一步要做的是()。In the procedure of advertising research, the first step to be done is ()

选项:

A. 确定调研目标 Determination of research objectives

B. 制订调研方案 Development of a research program

C. 实施实地调研 Implementation of field research

D. 整理分析材料 Collating and analysing materials

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问题 29: 9. 所谓市场细分，指的是市场的划分或称之为市场分割，它是企业为了增加市场营销传确性的( )the so-called market segmentation, refers to the division of the market or called market segmentation, it is the enterprise in order to increase the accuracy of marketing ( )

选项:

A. 一种努力 An effort

B. 一种策略 A strategy

C. 一种战略 A strategy

D. 一种战术 A tactic

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问题 30: 10. 如果我们的产品没有什么特殊的地方可以吸引消费者以激起他们的购买欲望时，()If there is nothing special about our products that can attract consumers in order to stimulate their desire to buy, ( )

选项:

A. 形象定位的方法就值得考虑 Methods of image positioning are worth considering

B. 观念定位的方法就值得考虑 The method of conceptual orientation is worth considering

C. 功能定位的方法就值得考虑 Functional positioning approaches would be worth considering

D. 价格定位的方法就值得考虑 Price-positioning methods would be worth considering

答案: 请关注公众号【博学搜题】查看答案

问题 31: 11. 广告定位战略不包括()Advertising positioning strategies do not include()

选项:

A. 迎合消费心理 Catering to consumer psychology

B. 突出竞争优势 Highlighting competitive advantages

C. 塑造品牌形象 Branding

D. 击败竞争对手 Beating the competition

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问题 32: 12. 以产品能给消费者的心理上的价值定位，突出产品的()的精神功能和给人心理享受和满足，以刺激消费者的购买欲求。to the product can give consumers the psychological value of the positioning, highlighting the product ( ) of the spiritual function and give people psychological enjoyment and satisfaction, in order to stimulate the consumer's desire to buy.

选项:

A. 有形 Tangible

B. 无形 Intangible

C. 多种 Multiple

D. 单一 Single

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问题 33: 13. 广告内容目标不包括()Advertising content objectives do not include ()

选项:

A. 创牌目标Licensing Objectives

B. 保牌目标 Licensing objectives

C. 价格目标 Price targets

D. 竞争目标 Competitive objectives

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问题 34: 14. 抽样调查的主要优势表现在()。The main advantages of sample surveys are shown in ( ).

选项:

A. 准确性高 High accuracy

B. 工作量小 Low workload

C. 调查费用低 Low cost of investigations

D. 调查时间短 Short survey period

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问题 35: 15. 广告调研包括哪几个方面?What are the aspects of advertising research?

选项:

A. 企业经营情况 Business operations

B. 产品 Products

C. 市场 Markets

D. 消费者 Consumers

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问题 36: 16. 消费者调查研究，主要研究()。Consumer research studies that focus on ( ).

选项:

A. 消费需要 Consumption needs

B. 购买方式 Mode of purchase

C. 购买决策 Purchasing decisions

D. 消费者年龄 Age of consumers

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问题 37: 17. 在以下几种情形中，属于人员观察现象的有()。Among the following situations, the phenomenon of personnel observation is ().

选项:

A. 观察员置身于超市，观察主妇购物的路线、时间和商品比较的情形 Observers are placed in supermarkets to observe housewives' shopping routes, timing and comparison of products.

B. 观察员置身于大型户外广告牌旁，观察过路人对广告的注目情形 Observers sit next to large outdoor billboards and observe passers-by paying attention to the advertisements.

C. 利用机器来记录人们的行为过程 Using machines to record people's behavioral processes

D. 用交通计数器来观察主要路段的交通流量 Traffic counters to observe traffic flow on major roadways

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问题 38: 18. 在以下几种情形中，属于机器观察现象的有()In the following cases, the phenomenon of machine observation ( )

选项:

A. 观察员置身于超市，观察主妇购物的路线、时间和商品比较的情形 Observers are placed in supermarkets to observe housewives' shopping routes, timing and comparison of products.

B. 观察员置身于大型户外广告牌旁，观察过路人对广告的注目情况 Observers placed next to large outdoor billboards to observe passers-by paying attention to the advertisements

C. 利用机器来记录人们的行为过程 Using machines to record people's behavioral processes

D. 用交通计数器来观察主要路段的交通流量Traffic counters to observe traffic flow on major roadways

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问题 39: 19. 为了取得良好的广告调研效果，在调研中要做到() in order to achieve good advertising research results, in the research to do ( )

选项:

A. 调研要有明确的目标 Research should have clear objectives

B. 摒弃主观推测，调研要做到客观公正 Abandon subjective speculation and be objective and impartial in your research.

C. 广告调研的信息要注意保密 Confidentiality of information on advertising research

D. 广告调研中提出的问题越多越好 The more questions asked in advertising research, the better.

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问题 40: 20. 广告调研要调查的范畴有()The scope of advertising research to be investigated are ()

选项:

A. 企业经营状况 Business conditions

B. 产品调查 Product surveys

C. 消费者调查 Consumer surveys

D. 市场调查 Market research

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问题 41: 21. 广告效果目标包括(): Advertising effectiveness objectives include:

选项:

A. 销售效果目标 Sales effectiveness objectives

B. 宣传效果目标 Advocacy effectiveness objectives

C. 艺术效果目标 Artistic effect objectives

D. 经济效果目标 Economic impact objectives

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问题 42: 22. 广告调研和市场调研没有联系。Advertising research and market research are not linked.

选项:

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问题 43: 23. 广告调研属于市场调研的一部分。Advertising research is part of market research.

选项:

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问题 44: 24. 广告调查的方法可以根据实际需要选择其中一种或者多种方法配合使用。The methods of advertising survey can be used in conjunction with one or more of these methods according to actual needs.

选项:

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问题 45: 25. 广告目标不需要有弹性。 Advertising objectives do not need to be elastic.

选项:

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问题 46: 26. 广告预算是企业广告活动得以顺利进行的保障。 The advertising budget is a guarantee for the smooth running of an enterprise's advertising campaign.

选项:

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问题 47: 27. 广告预算是广告活动的实际花销。 The advertising budget is the actual money spent on the advertising campaign.

选项:

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问题 48: 1. 广告表现策略主要为

选项:

A. 广告主题策略

B. 广告定位策略

C. 广告媒体策略

D. 广告设计策略

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问题 49: 2. 公关广告的目的不包括

选项:

A. 短时间内销量激增

B. 提高企业形象

C. 协调企业和工作的关系

D. 实现企业未来战略发展

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问题 50: 3. 广告主题提炼技巧包括

选项:

A. 抓住商品个性

B. 独一无二

C. 别人未宣传过

D. 符合消费心理和需求

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问题 51: 4. 促销广告的作用包括

选项:

A. 提供商品信息

B. 突出商品特点

C. 增加需求

D. 稳定销售

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问题 52: 5. 促销广告的类型包括

选项:

A. 会展广告

B. 包装广告

C. 馈赠广告

D. 示范广告

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问题 53: 1. 广告创意过程的第一步要进行( )The first step in the creative process of advertising should be carried out ()

选项:

A. 分析酝酿Analytical brewing

B. 形成创意 Idea generation

C. 收集资料 Information-gathering

D. 整理数据 Collating data

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问题 54: 2. 品牌形象论是20世纪60年代由()提出的，是广告创意理论中的一个重要流派。brand image theory was put forward by () in the 1960s, is an important school of advertising creative theory.

选项:

A. 罗伊·格雷斯 Roy Grace

B. 威廉·伯恩巴克 William Bernbach

C. R·雷斯 R. Reyes

D. 大卫·奥格威 David Ogilvy

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问题 55: 3. 广告创意过程的第一步要进行( )。The first step in the creative process of advertising should be carried out ().

选项:

A. 分析酝酿Analytical brewing

B. 形成创意 Idea generation

C. 收集资料 Information-gathering

D. 整理数据 Collating data

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问题 56: 4. 电视、广播、电动广告牌、电话属于()。Television, radio, motorized billboards, telephones are ( ).

选项:

A. 印刷媒体 Print media

B. 电子媒体 Electronic media

C. 短期性媒体 Short-term media

D. 专业性媒体 Specialized media

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问题 57: 5. POP广告就是()。POP advertising is ().

选项:

A. 销售现场媒体广告 On-site media advertising

B. 顶级媒体广告 Top media advertising

C. 户外广告 Outdoor advertising

D. 公共媒体广告 Public media advertising

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问题 58: 6. DM是()。DM is ( ).

选项:

A. 户外广告的一种特殊形式 A special form of outdoor advertising

B. 通过互联网发行的广告 Advertising via the Internet

C. 企业自主发布的广告 Advertisements issued by enterprises on their own initiative

D. 直接邮寄的广告 Direct mail advertising

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问题 59: 7. 按其传播内容来分类，广告媒体可分为()。According to the content of its communication to categorize, advertising media can be divided into ().

选项:

A. 计量媒体和非计量媒体 Measured and non-measured media

B. 间接媒体和专用媒体 Indirect and specialized media

C. 综合性媒体和单一性媒体 Integrated and monolithic media

D. 大众化媒体和专业性媒体 Mass media and specialized media

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问题 60: 8. 品牌个性论是对品牌内涵进一步挖掘，美国格雷广告公司提出了“品牌性格哲学论”，该策略理论在回答广告“说什么”的问题时，认为广告不只是“说利益”“说形象”，而更要“说个性”，品牌性格扥估( )brand personality theory is the brand connotation further excavation, the United States Gray advertising company put forward the "brand personality philosophy theory", the strategy theory in the answer to the question of advertising "what to say", that advertising is not just "say" "say image", but more to "say personality", brand personality hood (). Interests" "say image", but more to "say personality", brand character hood estimation ( )

选项:

A. 产品 Products

B. 定位 Positioning

C. 个性 Personalities

D. 形象 Image

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问题 61: 9. 广告创意评价活动的意义有()The significance of advertising creative evaluation activities are ( )

选项:

A. 着手创意前的评价性思考 Evaluative thinking before embarking on creativity

B. 创意执行前的评价 Evaluation of creative ideas before implementation

C. 广告执行中的创意评价 Creative evaluation in advertising execution

D. 广告活动后的创意评价 Post-campaign creative evaluation

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问题 62: 10. 广告创意的特征有()。Advertising creativity is characterized by ( ).

选项:

A. 鲜明主题 Distinctive themes

B. 目标明确 Clarity of purpose

C. 新颖独特 Novelty and uniqueness

D. 形象生动 Vivid images

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问题 63: 11. 报纸传播的弱点有()。The weaknesses of newspaper communication are ().

选项:

A. 时效性强 Timeliness

B. 传播信息易被读者忽略 Dissemination of information easily overlooked by readers

C. 理解能力受限 Limitations in comprehension

D. 色泽较差，缺乏动感 Poor color and lack of movement

E. 过于通俗 Excessive vulgarity

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问题 64: 12. 确立媒体目标，就是要明确以下几个因素()。Establishing media objectives means clarifying the following factors ( ).

选项:

A. 传播对象 Target audience

B. 传播时间 Dissemination time

C. 传播区域 Dissemination areas

D. 传播方法 Methods of dissemination

E. 传播费用 Dissemination costs

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问题 65: 13. 广告心理效果测评包括广告认知度测评、广告记忆程度测评、广告唤起消费程度测评。 The evaluation of the psychological effect of advertising includes the evaluation of the degree of recognition of advertising, the evaluation of the degree of memory of advertising, and the evaluation of the degree of consumption aroused by advertising.

选项:

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问题 66: 14. 独创性是广告创意的首要原则，只要广告创意是独有的，不管有没有实效都是好广告。originality is the first principle of advertising ideas, as long as the advertising ideas are unique, regardless of whether there is no effect is a good advertisement.

选项:

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问题 67: 15. 广告信息的基本载体是媒体。The basic carrier of advertising messages is the media.

选项:

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问题 68: 1. 广告效果从广告营销效果的层次分，不包括（） Advertising effect is divided into advertising marketing effect levels, excluding（）

选项:

A. 即时效果Instant effect

B. 心理效果Psychological effect

C. 经济效果economic effects

D. 社会效果Social effects

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问题 69: 2. 测评广告效果的特性不包括（） The characteristics of evaluating advertising effectiveness do not include ()

选项:

A. 时间的滞后性Time lag

B. 效果的积累性Accumulated effectiveness

C. 效果的复合性The complexity of the effect

D. 经济的稳定性Economic stability

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问题 70: 3. 广告效果测评的内容不包括（） The content of advertising effectiveness evaluation does not include ()

选项:

A. 信息测评Information evaluation

B. 媒体测评Media evaluation

C. 广告活动效果测评Evaluation of advertising campaign effectiveness

D. 商家的测评Merchant evaluation

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问题 71: 4. 测评广告效果可以促进整体营销目标的实现。 Evaluating advertising effectiveness can promote the achievement of overall marketing goals.

选项:

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问题 72: 5. 广告心理效果测评包括广告认知度测评、广告记忆程度测评、广告唤起消费程度测评。 The evaluation of advertising psychological effects includes evaluation of advertising awareness, evaluation of advertising memory level, and evaluation of advertising induced consumption level.

选项:

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问题 73: 1. 广告文案的写作过程大致会经历( )。The process of writing advertising copy will roughly go through ( ).

选项:

A. 调查、规划、决策以及实施等四个关键的环节 The four key components of investigation, planning, decision-making and implementation

B. 研究、讨论以及沟通等三个关键的环节 The three key components of research, discussion and communication

C. 调研、设计以及发布等三个关键的环节 The three key components of research, design and publication

D. 立意、构思、修改以及完稿等四个管家环节 The four stewardships of ideas, conceptualization, revision, and final drafts

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问题 74: 2. 通常我们写文章的立意大致有三个方面的内容，一是确定文章的主旨，二是找好写作的角度，三是()。usually we write articles on the intention of roughly three aspects, one is to determine the main idea of the article, the second is to find a good angle of writing, the third is ( ).

选项:

A. 确定文章的字数Determining the word count of the article

B. 确定文章的风格 Determining the style of the article

C. 确定文章的体例 Determining the style of the article

D. 确定文章的格式 Formatting the article

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问题 75: 3. 广告标题的形式有直接标题、间接标题与() 。The forms of advertising headlines are direct headlines, indirect headlines and ().

选项:

A. 复合标题 Composite headings

B. 简单标题 Simple title

C. 复杂标题 Complex headings

D. 综合标题 Consolidated title

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问题 76: 4. 随文是广告的必要附加说明，一般放在广告文案的()。The accompanying text is a necessary additional description of the advertisement and is generally placed in the ( ) of the advertisement copy.

选项:

A. 导语部分 Introduction

B. 中间部分 Intermediate

C. 正文中间 Middle of the text

D. 最后部分 Final part

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问题 77: 5. 可以将广告文案的立意概括为以下几个方面()。The intention of advertising copy can be summarized as follows ().

选项:

A. 广告文案的写作目的 The Purpose of Advertising Copywriting

B. 广告文案的主题 Theme of the advertisement copy

C. 广告文案的内容 Content of advertising copy

D. 广告文案的表现方法 Methods of presentation of advertising copy

E. 广告文案的表现风格 Presentation style of advertising copy

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问题 78: 6. 在文案构思的过程中，我们可以朝着以下几个方向进行联想()。In the process of copywriting ideas, we can make associations in the following directions ( ).

选项:

A. 接近联想 Proximity associations

B. 突发联想 Sudden associations

C. 相似联想 Similar associations

D. 对比联想 Contrasting associations

E. 间断联想 Intermittent association

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问题 79: 7. 间接标题的写作方式主要有以下几种( )。Indirect titles are written in the following ways ( ).

选项:

A. 悬念式 Suspense

B. 寓意式 Allegorical

C. 提问式 Questioning

D. 幽默式 Humor

E. 比喻式 Metaphor

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问题 80: 8. 对广告语创作的要求是( )。The requirements for the creation of advertising slogans are ( ).

选项:

A. 简短易记 Short and easy to remember

B. 突出特点 Salient features

C. 号召力强 Strong mobility

D. 适应需要 Adaptation needs

E. 迎合世俗 Catering to the world

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问题 81: 9. 在广告文案的自我检核中，在文案的内容也就是广告信息传达方面应该从以下几个方面入手()。In the self-checking of advertising copywriting, the content of the copywriting, that is, the advertising message should be conveyed from the following aspects ().

选项:

A. 是否准确的传达了广告信息 Whether the advertising message is accurately conveyed

B. 信息的主次是否与广告策略的规定完全吻合 Whether the priority of the message is fully consistent with the provisions of the advertising strategy

C. 信息的内在逻辑广西是否清楚 Whether the internal logic of the information is clear

D. 是否有些必要的信息被忽略了 Whether some essential information has been overlooked

E. 是否有不必要的信息被添加进去了 Has unnecessary information been added?

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问题 82: 10. 狭义的文案指广告作品的全部，包括文字、绘画、色彩、布局装饰等。Copywriting in the narrow sense refers to the entirety of the advertising work, including text, painting, color, layout and decoration.

选项:

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问题 83: 11. 标题在广告文案中的地位无关紧要。Headlines are irrelevant in advertising copy.

选项:

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问题 84: 12. 正文形式结构包括并列式和纵深式。The formal structure of the text includes juxtaposition and depth.

选项:

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