1、problems that cannot be ignored. Some leaders unwilling to do masses work, masses concept weak, on masses feelings not deep, pendulum not are with masses of relationship, think masses work is revolutionary war era of things, now obsolete has, buried business work, ignored masses work of situation co
2、mpared General; some leaders not do masses work, old method regardless of with, new not with, not understand masses psychological, not understand masses wishes, not said masses language, work method simple stiff, caused masses of conflict and antipathy; some leaders cant do masses work, Faced with a
3、 lot of contradictions among the people worry about fear, panic set in encounter group events, and some are even mismanaged, inflame, so work has suffered heavy losses, and so on. These problems we are soberly aware, enhancing the partys ruling capability, the maintenance and development of the part
4、ys advanced nature and purity, and to enhance the ability of party committees and leading cadres are good people. Attach great importance to and is good at doing mass work, has become the new urgent situation strengthening the partys governing capacity-building tasks. Combined practice of maintainin
5、g flesh-and-blood ties with the masses, urged the broad masses of party members and cadres, especially all levels . Processing to improve as a guide to the country. “ What I did is summed up these new things, be promoted. “This is a vivid manifestation of the Deng Xiaopings mass. Deng also put peopl
6、e “support does not support“, “agreed not to agree“, “happy happy“, “promise not to promise“ as a starting point and destination of developing guidelines, policies, and as the only standard for measuring compliance with the wishes of the masses of the people. Under the guidance of Deng Xiaoping theo
7、ry, Central Government adopted a series of important measures to strengthen links with the masses. In December 1989, the CPC Central Committee made on adhering to and perfecting the system of multi-party cooperation and political consultation under the leadership of the Chinese Communist Party, clos
8、ely for CPC and the democratic parties and the relationship between the part of the masses that they contact, effectively carrying out the mass line, played a positive role. In March 1990, the 13 plenary session adopted the decision on strengthening contacts with the masses of the Party noted that “
9、created and developed in the long struggle of the partys mass line, is to realize the partys ideological line, the fundamental political and organizational work route“, can always maintain flesh-and-blood ties and development of the masses, is directly related to the rise and fall of the rise and fa
10、ll of the party and State. In September 1994, 14 adopted by the plenary session of the Party on strengthening decision on several major issues of party building. The requirements of the decision of the partys leading bodies and leading cadres should develop a democratic style of work, come from the
11、masses, to the masses, together, stick to the mass line. Party of 13 session four in the plenary yihou, to Jiang comrade for core of partyof third generation Central led collective, banner Deng Xiao-pings theory great flag, insisted liberation thought, and facts, and times, in both at home and abroa
12、d political storm, and economic risk, severe test before, relies on party and people, defended China features Socialist, created socialist market new system, created full open new situation, advance party of construction new of great engineering, founded “three a representative“ important thought, C
13、ontinue to steer the ship of reform and opening up forward on the right. Comrade Jiang Zemin said: “strengthening and improving the partys mass work in the new situation, it is of decisive significance to consolidating the ruling Foundation of the party. “Through our party and some of the worlds maj
14、or lessons learned from the success of the old party of the party, Comrade Jiang Zemin pointed out:“ the biggest political advantage of our party is in close contact with the masses, the most dangerous after the ruling party was divorced from the masses. “He said:“ our reform and construction, only
15、the understanding, support and participation of the people, peoples enthusiasm and creativity into full play in order to advance; the leadership of the party, only the tie and win the masses embraced, can be consolidated and strengthened. “He pointed out that strengthening and improving the partys w
16、ork style construction, maintaining the partys flesh-and-blood ties with the masses is the core problem, the key is to do solid work, implement, resolutely oppose and overcome formalism. Comrade Jiang Zemin stressed that all the work and policies of the party, are in compliance with the fundamental
17、interests of the overwhelming majority of the people to the highest degree, to the majority of people are not satisfied with the fundamental guidelines, strive to make our workers, farmers, intellectuals and other people enjoy . Single, everyone seemed to know. But well known does not mean perfect.
18、Some party members and leading cadres, consider contacting their small departments, within a small circle of people, or contact individual owners, the entrepreneur, is the masses, this idea is obviously not correct. The Communist Party of China, people should have three characteristics. First, the p
19、eople should be the most social, is a Department within the scope of the majority. Specific to the party and Government departments, especially the cadres working in the Central and State organs, mass is the 1.3 billion Chinese people, work for the party members and cadres, masses are the land withi
20、n the jurisdiction of the common people. The second characteristic of the masses, is that we have common interests. Masses are manifestations of each specific people, but the crowd is a comprehensive political concept, refers to people with common political and economic interests in the period of so
21、cial transformation, social differentiation between the interests of the masses is large, if you do not find the interest in doing mass work, the party members and cadres, will be in a passive position. The third characteristic of the masses2010 年 1 月自学考试全国广告学(二)试卷课程代码：00853一、单项选择题(本大题共 10 小题，每小题 1
22、分，共 10 分)在每小题列出的四个备选项中只有一个是符合题目要求的，请将其代码填写在题后的括号内。错选、多选或未选均无分。1.下列关于广告的描述错误的是( A )A.政治宣传和政府公告不是广告B.广告费用将成为商品或服务成本的一部分C.从心理学角度来看，广告是说服的艺术D.广告是非人员的销售推广活动2.划分产品生命周期的标准是产品的( B )A.流通时间 B.销售年增长率C.知名度 D.渠道覆盖率3.广告活动最基本的功能是( C )A.营销功能 B.经济功能C.传播功能 D.社会功能4.1841 年，在美国费城开办第一家广告公司的人是( C )A.罗威尔 B.古腾堡C.帕尔默 D.艾尔5.当
23、今世界上最大和最有权威的国际广告团体是( D )A.亚洲广告协会 B.欧盟广告协会C.国际广告联合会 D.国际广告协会6.美国西北大学教授舒尔茨为之做出巨大贡献的理论是( B )A.USP 理论 B.整合行销传播理论C.定位理论 D.品牌形象论7.下列关于广告传播的说法错误的是( C )A.经验、思想、符号、标志是理解广告传播的基础B.广告传播的核心概念是：传播者的主观意图是广告传播的一个方面，客观效果更取决于受众接触到广告之后的反应C.广告传播流程要素有：信源、编码过程、信息、译码过程、受众、反馈和噪音D.广告传播是动态的过程8.广告运作的本质是( A )A.一种信息传播活动，它所传达的信息
24、是有关产品或服务以及品牌、企业理念等problems that cannot be ignored. Some leaders unwilling to do masses work, masses concept weak, on masses feelings not deep, pendulum not are with masses of relationship, think masses work is revolutionary war era of things, now obsolete has, buried business work, ignored masses wo
25、rk of situation compared General; some leaders not do masses work, old method regardless of with, new not with, not understand masses psychological, not understand masses wishes, not said masses language, work method simple stiff, caused masses of conflict and antipathy; some leaders cant do masses
26、work, Faced with a lot of contradictions among the people worry about fear, panic set in encounter group events, and some are even mismanaged, inflame, so work has suffered heavy losses, and so on. These problems we are soberly aware, enhancing the partys ruling capability, the maintenance and devel
27、opment of the partys advanced nature and purity, and to enhance the ability of party committees and leading cadres are good people. Attach great importance to and is good at doing mass work, has become the new urgent situation strengthening the partys governing capacity-building tasks. Combined prac
28、tice of maintaining flesh-and-blood ties with the masses, urged the broad masses of party members and cadres, especially all levels . Processing to improve as a guide to the country. “ What I did is summed up these new things, be promoted. “This is a vivid manifestation of the Deng Xiaopings mass. D
29、eng also put people “support does not support“, “agreed not to agree“, “happy happy“, “promise not to promise“ as a starting point and destination of developing guidelines, policies, and as the only standard for measuring compliance with the wishes of the masses of the people. Under the guidance of
30、Deng Xiaoping theory, Central Government adopted a series of important measures to strengthen links with the masses. In December 1989, the CPC Central Committee made on adhering to and perfecting the system of multi-party cooperation and political consultation under the leadership of the Chinese Com
31、munist Party, closely for CPC and the democratic parties and the relationship between the part of the masses that they contact, effectively carrying out the mass line, played a positive role. In March 1990, the 13 plenary session adopted the decision on strengthening contacts with the masses of the
32、Party noted that “created and developed in the long struggle of the partys mass line, is to realize the partys ideological line, the fundamental political and organizational work route“, can always maintain flesh-and-blood ties and development of the masses, is directly related to the rise and fall
33、of the rise and fall of the party and State. In September 1994, 14 adopted by the plenary session of the Party on strengthening decision on several major issues of party building. The requirements of the decision of the partys leading bodies and leading cadres should develop a democratic style of wo
34、rk, come from the masses, to the masses, together, stick to the mass line. Party of 13 session four in the plenary yihou, to Jiang comrade for core of partyof third generation Central led collective, banner Deng Xiao-pings theory great flag, insisted liberation thought, and facts, and times, in both
35、 at home and abroad political storm, and economic risk, severe test before, relies on party and people, defended China features Socialist, created socialist market new system, created full open new situation, advance party of construction new of great engineering, founded “three a representative“ im
36、portant thought, Continue to steer the ship of reform and opening up forward on the right. Comrade Jiang Zemin said: “strengthening and improving the partys mass work in the new situation, it is of decisive significance to consolidating the ruling Foundation of the party. “Through our party and some
37、 of the worlds major lessons learned from the success of the old party of the party, Comrade Jiang Zemin pointed out:“ the biggest political advantage of our party is in close contact with the masses, the most dangerous after the ruling party was divorced from the masses. “He said:“ our reform and c
38、onstruction, only the understanding, support and participation of the people, peoples enthusiasm and creativity into full play in order to advance; the leadership of the party, only the tie and win the masses embraced, can be consolidated and strengthened. “He pointed out that strengthening and impr
39、oving the partys work style construction, maintaining the partys flesh-and-blood ties with the masses is the core problem, the key is to do solid work, implement, resolutely oppose and overcome formalism. Comrade Jiang Zemin stressed that all the work and policies of the party, are in compliance wit
40、h the fundamental interests of the overwhelming majority of the people to the highest degree, to the majority of people are not satisfied with the fundamental guidelines, strive to make our workers, farmers, intellectuals and other people enjoy . Single, everyone seemed to know. But well known does
41、not mean perfect. Some party members and leading cadres, consider contacting their small departments, within a small circle of people, or contact individual owners, the entrepreneur, is the masses, this idea is obviously not correct. The Communist Party of China, people should have three characteris
42、tics. First, the people should be the most social, is a Department within the scope of the majority. Specific to the party and Government departments, especially the cadres working in the Central and State organs, mass is the 1.3 billion Chinese people, work for the party members and cadres, masses
43、are the land within the jurisdiction of the common people. The second characteristic of the masses, is that we have common interests. Masses are manifestations of each specific people, but the crowd is a comprehensive political concept, refers to people with common political and economic interests i
44、n the period of social transformation, social differentiation between the interests of the masses is large, if you do not find the interest in doing mass work, the party members and cadres, will be in a passive position. The third characteristic of the masses2B.通过营销渠道把企业的产品送到消费者面前的过程C.为企业盈利，促进产品销售D.
45、丰富人们的精神文化生活，提供人们娱乐的方式9.下列对杂志广告的优点描述错误的是( B )A.读者集中稳定、针对性强 B.传播迅速，时空性强C.广告对象理解度高 D.反复阅读，有效期长10.“达格玛法”主要用来测定广告的( D )A.传播效果 B.媒介接触效果C.销售效果 D.心理变化效果二、多项选择题(本大题共 10 小题，每小题 2 分，共 20 分)在每小题的五个备选项中至少有两个是符合题目要求的，请将其代码填写在题后的括号内。错选、多选、少选或未选均无分。11.消费者行为学的主体内容包括( ABCDE )A.外部因素与消费者行为之间的相互作用B.内部因素与消费者行为之间的相互作用C.消费
46、者的决策过程D.消费者行为的学习E.消费者的需要和动机的产生、自我形象与生活方式的形成12.广告对群体心理和社会态度的作用主要有( ACDE )A.广告使社会或群体对某些新的需求予以关注B.广告改变了消费者的人生价值观和喜好C.广告改变了社会或群体的消费观念D.广告改变了社会或群体对某一产品、品牌或企业的态度E.广告改变了消费者的行为模式13.现代广告事业促进精神文明建设体现在( ACE )A.促进文学艺术包括大众传媒的发展B.提高企业的知名度，为品牌宣传做贡献C.美化环境，丰富人们的文化生活D.提高企业产品的销量，为企业赢利E.正确引导人们的价值观14.广告预算的基本方法有( ABCE )A
47、.销售百分比法 B.竞争均势法C.量力而行法 D.销售单位法E.目标与任务法15.广告创意应遵循的原则包括( ABDE )problems that cannot be ignored. Some leaders unwilling to do masses work, masses concept weak, on masses feelings not deep, pendulum not are with masses of relationship, think masses work is revolutionary war era of things, now obsolete h
48、as, buried business work, ignored masses work of situation compared General; some leaders not do masses work, old method regardless of with, new not with, not understand masses psychological, not understand masses wishes, not said masses language, work method simple stiff, caused masses of conflict
49、and antipathy; some leaders cant do masses work, Faced with a lot of contradictions among the people worry about fear, panic set in encounter group events, and some are even mismanaged, inflame, so work has suffered heavy losses, and so on. These problems we are soberly aware, enhancing the partys ruling capability, the maintenance and development of the partys advanced nature and purity, and to enhance the ability of party committees and leading cadres are good people. Attach great importance to and is good at doing mass work
