Chapter 1 Testing
1, which is America? Father of advertising? ?
A.george? Washington
Benjamin? Franklin
C. Abraham Lincoln
D. Thomas? Jefferson
Correct answer: b
2. When was the telegraph invented?
I.1end of August
B, 65438+Early 9th century
C,1mid-9th century
At the end of 65438+9th century.
Correct answer: C.
3.19 What was the general definition of advertising in the West in the 1990s?
Advertising is news about goods or services.
Advertising is a sales skill on paper.
C, advertising is communication
D, advertising is marketing communication
Correct answer: a
4. What types of newspaper soft articles are openly boycotted by the news industry?
First, advertising news
B, news advertisements
C, public relations news
D, soft advertising
E, hard advertising
Correct answer: AB
5. Which of the following statements about hard advertising is correct?
A. hard advertisements refer to advertisements with high identifiability.
B, hard advertising has the characteristics of forcibly interrupting the normal reading (listening/watching) process.
The legitimacy of hard advertising is based on the audience's right to know.
D, hard advertising may lead to dissatisfaction of the audience, including avoidance, indifference, disgust and even boycott of advertising.
E. The audience's tolerance for hard advertisements is largely because they realize that only by accepting the occupation of time and space by advertisements can they enjoy high-quality media content.
Correct answer: ABCD
6. The evolution of advertising form is only the change of advertising external style. ()
A. correct
B. mistakes
Correct answer: b
7. Hard advertisements usually acquire their external style through time-space cutting. ()
A. correct
B. mistakes
Correct answer: a
8, product placement should be understood as a kind of? Advertising morphology? Advertising. ()
A. correct
B. mistakes
Correct answer: b
9. 13 and14th century appeared in Europe? News letter? , is considered to be the embryonic form of modern newspapers and periodicals. ()
A. correct
B. mistakes
Correct answer: a
10, the first paid advertisement in America was 1704, a travel advertisement published in Boston News Express. ()
A. correct
B. mistakes
Correct answer: b
Chapter II Testing
1, at least before what time, not in Chinese? Advertising? This word.
I.17th century
BC18th century
BC19th century
D.20 20th century
Correct answer: D.
2. Xunzi:? On rites, music, righteousness, extensive education and official business? . Here? Hiro? What do you mean?
First, extensive
extensively
C, expand the land
D, greatly
Correct answer: a
3. With which university did McCann Guangming co-establish the first university in China? Marketing communication major? ?
A. Zhejiang University
B. Fudan University
C. Communication University of China
D. Beijing Jiaotong University
Correct answer: D.
4. From the perspective of semiotics? Advertising text? What are the essential characteristics of? , is it? Intention? And then what? Telepathy? .