电大02任务网络广告实务小抄参考

专业好文档02任务试卷总分：100       测试时间：-       试卷得分：0一、 名词解释（共 4 道试题，共 40 分。）网络广告策划网络广告策划是指在充分的市场调查和研究基础上，以企业广告总体战略为出发点，对网络广告活动进行运筹和规划。  门户网站门户网站。门户型网站就是提供搜索引擎或全文检索以便于网络用户查找和登录其他网站的一种网站类型。著名的搜索引擎网站雅虎(www.yahoo.com)是世界第一门户网站。而以中文检索闻名的新浪网( www.sina.com.cn )在中国的网络业界内具有领头地位。 软件调查法软件调查法指网络媒介利用软件在网上对受众的身份、活动进行调查。它可以调查受众的身份、IP地址、电子信箱地址、上网习惯和爱好、使用媒介的情况等多种信息。其大致分为两种：服务器软件调查法和Cookie技术跟踪法。示静态展示静态展是指网络广告中的文案或画面都保持静止，而不以跳动、闪动的形式出现。较常见的有巨幅静态广告和弹出式静态广告，也有各类旗帜广告和方形静态广告，通常为JPG格式或BMP格式，所占空间也较小。这种展示形式是最早的网络广告形式。二、 简答题（共 1 道试题，共 20 分。） 1. 品牌网站建设有那两种模式？（1） 建立品牌的目的地网站。建立并维持良好运行并不像许多人想象的那样简单只需申请一个URL，再放些产品、服务的信息在上面就行了。一个先天不足、管理不周的品牌网站甚至会造成对品牌价值的损害。在计划建立品牌网站时，要对品牌的处境和需要、预算、管理运作一个品牌网站的能力等方面进行如实的评估，量力、依需进行。 （2）建立微型网站（Micro-site）。微型网站广告是进行网络品牌塑造的一个不错的方案，尤其是对于中等介入程度购买的商品而言。微型网站可以在不需要建立一个完整的网站的情况下仍可以向目标消费者传播较深层的品牌利益点，并且收集顾客反馈的一个好方法；而且微型网站可以通过站间连接的方式准确出现在目标消费者会出现的地方。在微型网站的设计中，要让网民留有线索，明白这是广告。伪装成编辑内容的商业信息会损害品牌赖以存在的信任基础。三、案例分析题（共 1 道试题，共 40 分。）    得分：0.  产品背景 英特尔一直是计算机处理器行业中的巨头, 英特尔酷睿 2 双核处理器拥有非凡的性能、难以置信的系统反应速度以及无与伦比的高能效。此外, 系统速度不会再受病毒扫描、多个计算密集型程序同时运行以及多媒体下载的影响, 这些台式机处理器的性能提升高达 4O %, 同时能效也有相应的提高, 为用户工作、娱乐带来更多便利。  媒体选择网易作为领先的中文门户网站, 其娱乐频道鲜明定位为：形象力、生动性、时尚性和互动性, 并围绕这个定位把频道分为 36 个栏目,这种具有鲜明个性的内容细分方式, 在行业内为网易所独创。网易娱乐频道的滚动新闻、娱乐圈、电影世界、音乐天堂等栏目以突出的原创性优势, 在国内同类网络栏目中居领先地位, 各栏目每天能够提供至少 2O 篇原创娱乐资讯文章, 每周不少于 700 条资讯以及每天多达 8O 张图片的更新量,保持着一个娱乐频道应有的形象力与生动性, 将各种娱乐资源一网打尽。  广告设计开始, 一束聚光灯在屏幕上左右摆动, 屏幕下方是欢呼的人群, 随后灯光聚焦一侧, 屏幕中间出现广告语 “拥有全世界都为之震撼的台式机处理器, 随时随地令娱乐更炫彩 !”最后在人群欢呼雀跃之后, 屏幕中间出现产品 LOGO 和特点描述：速度提升幅度高达 40%，能耗下降幅度超过 40% 。 从网络广告的创意与表现形式角度写出分析文字，要求 300 500 字。英特尔酷睿 2 双核处理器品牌案例分析如下：采用聚光灯画面表现形式, 打破传统网络广告限制, 全页面显示广告创意, 产品犹如明星一般展现在用户面前, 并降低用户的广告反感度。在突现产品特点的同时, 快速有效地取得广效果。创意内容上一方面新颖奇特, 利用了用户的好奇心, 使用户更愿意主动关注广告内容, 另一方面通过聚光灯形式, 将用户的注意力强制集中到广告上。就这样使用软硬兼施的方法, 将广告传达到用户端, 并且达到良好的效果。由于创意在技术上的调整, 全屏网页内容都变灰放到后台, 使广告内容以几乎全屏的形式展现给用户, 使广告本身构成的一个画面, 叠加到网页页面上，以至于形成了一个全屏的广告。 Winger Tuivasa-Sheck, who scored two tries in the Kiwis' 20-18 semi-final win over England, has been passed fit after a lower-leg injury, while Slater has been named at full-back but is still recovering from a knee injury aggravated against USA.Both sides boast 100% records heading into the encounter but Australia have not conceded a try since Josh Charnley's effort in their first pool match against England on the opening day.Aussie winger Jarryd Hayne is the competition's top try scorer with nine, closely followed by Tuivasa-Sheck with eight.But it is recently named Rugby League International Federation player of the year Sonny Bill Williams who has attracted the most interest in the tournament so far.The Kiwi - with a tournament high 17 offloads - has the chance of becoming the first player to win the World Cup in both rugby league and rugby union after triumphing with the All Blacks in 2011."I'd give every award back in a heartbeat just to get across the line this weekend," said Williams.The (lack of) air up there Watch mCayman Islands-based Webb, the head of Fifa's anti-racism taskforce, is in London for the Football Association's 150th anniversary celebrations and will attend City's Premier League match at Chelsea on Sunday."I am going to be at the match tomorrow and I have asked to meet Yaya Toure," he told BBC Sport."For me it's about how he felt and I would like to speak to him first to find out what his experience was."Uefa has opened disciplinary proceedings against CSKA for the "racist behaviour of their fans" during City's 2-1 win.Michel Platini, president of European football's governing body, has also ordered an immediate investigation into the referee's actions.CSKA said they were "surprised and disappointed" by Toure's complaint. In a statement the Russian side added: "We found no racist insults from fans of CSKA." Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunda.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet ( Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.They blew it in 2008 when they got caught cold in the final and they will not make the same mistake against the Kiwis in Manchester.Five years ago they cruised through to the final and so far history has repeated itself here - the last try they conceded was scored by England's Jos