電大廣告心理學(xué)復(fù)習(xí)題參考資料小抄【題量豐富，包含單項(xiàng)選擇、填空、名詞解釋、簡(jiǎn)答、案例分析(編輯修改稿)
2025-07-13 15:46 本頁面
【文章內(nèi)容簡(jiǎn)介】 29. 什么是品牌的美譽(yù)度？如何利用情感的遷移來增強(qiáng)品牌的美譽(yù)度？ 美譽(yù)度是大眾對(duì)商品品質(zhì)或者企業(yè)特質(zhì)的反映。這種反映是在認(rèn)知的基礎(chǔ)上，一方面形成積極信念（相信這種商品或這個(gè)企業(yè)會(huì)給自己提供某種利益），同時(shí)又伴有美好的情感體驗(yàn)（好感度）， 產(chǎn)生了積極的評(píng)價(jià)。美譽(yù)度是引發(fā)認(rèn)牌購(gòu)買的直接動(dòng)力。 一是借助于他人的良好聲譽(yù)來提高品牌的美譽(yù)度，“名人廣告”和“名人品牌”就是與這個(gè)途徑相應(yīng)的市場(chǎng)策略；二是利用成熟品牌的聲譽(yù)來創(chuàng)建新品牌，這種從已有的核心品牌而來的擴(kuò)展或延伸，即通常所說的“品牌延伸”。 30. 品牌的忠誠(chéng)度體現(xiàn)在哪些方面，如何測(cè)量品牌的忠誠(chéng)度？ 主要體現(xiàn)在認(rèn)牌購(gòu)買的行為模式中。 測(cè)量在選擇商品的順序、購(gòu)買比例、重復(fù)購(gòu)買和品牌的偏好。 31. 品牌的知名度、美譽(yù)度和忠誠(chéng)度三者之間的關(guān)系如何？舉例說明 。 181頁 品牌態(tài)度發(fā)展的第一步，是部分品牌從眾多品牌中 進(jìn)入到消費(fèi)大眾“了解”的行列，從而獲得了知名度。其中的一些又進(jìn)一步深化，使人們相信它們能夠提供某種或某些利益，因而對(duì)它們產(chǎn)生依賴和好感。這樣它們便獲得了美譽(yù)度，成為“可接受”的 品牌。購(gòu)買后的消費(fèi)或使用，使消費(fèi)者感到滿意，從而獲得正強(qiáng)化，形成對(duì)品牌的忠誠(chéng)，產(chǎn)生了認(rèn)牌購(gòu)買，即“再購(gòu)買”或“持續(xù)購(gòu)買”，即忠誠(chéng)度。 32. 網(wǎng)絡(luò)廣告有哪些常見的形式？ 旗幟廣告、圖標(biāo)廣告、文字鏈接、電子郵件廣告、新聞組廣告、網(wǎng)上問卷調(diào)查、關(guān)鍵字廣告、互動(dòng)游戲式廣告、壁紙廣告、彈出廣告、通欄廣告、巨型廣告。 33. 與傳統(tǒng)的媒體廣告相比，網(wǎng)絡(luò)廣告的 優(yōu)劣如何？ 傳播范圍極大、非強(qiáng)迫性傳送資訊、受眾數(shù)量可準(zhǔn)確統(tǒng)計(jì)、靈活的實(shí)時(shí)性、強(qiáng)烈 交互性與感官性。 請(qǐng)您刪除一下內(nèi)容， O(∩ _∩ )O謝謝?。?！【 China39。s 10 mustsee animations】 The Chinese animation industry has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 10 mustsee classics from China39。s animation outpouring that are not to be missed. Let39。s recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫蘆娃 ) is a Chinese animation TV series produced by Shanghai Animation Film Studio. In the 1980s the series was one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state pared to the rest of the international munity. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of papercut animations. Black Cat Detective Black Cat Detective (Chinese: 黑貓警長(zhǎng) ) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2021, a rebroadcasting of the original series was announced. Critics bemoan the series39。 violence, and lack of suitability for children39。s education. Proponents of the show claim that it is merely for entertainment. Effendi Effendi, meaning sir and teacher in Turkish, is the respectful name for people who own wisdom and knowledge. The hero39。s real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the exploitation of noblemen. He was also full of passion and tried his best to help poor people. Adventure of Shuke and Beita【舒克與貝塔】 Adventure of Shuke and Beita (Chinese: 舒克和貝塔 ) is a classic animation by Zheng Yuanjie, who is known as King of Fairy Tales in China. Shuke and Be
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