【正文】 modified to more closely resemble the men39。 its construction and size of 30 in (76 cm) were ruled official in 1949. The rulesetters came from several groups early in the 1900s. Colleges and universities established their rules mittees in 1905, the YMCA and the Amateur Athletic Union (AAU) created a set of rules jointly, state militia groups abided by a shared set of rules, and there were two professional sets of rules. A Joint Rules Committee for colleges, the AAU, and the YMCA was created in 1915, and, under the name the National Basketball Committee (NBC) made rules for amateur play until 1979. In that year, the National Federation of State High School Associations began governing the sport at the high school level, and the NCAA Rules Committee assumed rulemaking responsibilities for junior colleges, colleges, and the Armed Forces, with a similar mittee holding jurisdiction over women39。 Australia, China, and India between 1895 and 1900。s original players were Canadians, and the game spread to Canada immediately. It was played in France by 1893。 the ball was the objective. To score, the ball had to be shot through a horizontal, elevated goal. The team with the most points at the end of an allotted time period wins. Early in the history of basketball, the local YMCAs provided the gymnasiums, and membership in the anization grew rapidly. The size of the local gym dictated the number of players。s Christian Association (YMCA), which later became Springfield College. Naismith (18611939) was a physical education teacher who was seeking a team sport with limited physical contact but a lot of running, jumping, shooting, and the handeye coordination required in handling a ball. The peach baskets he hung as goals gave the sport the name of basketball. His students were excited about the game, and Christmas vacation gave them the chance to tell their friends and people at their local YMCAs about the game. The association leaders wrote to Naismith asking for copies of the rules, and they were published in the Triangle, the school newspaper, on January 15,1892. Naismith39。s ball is in (7274 cm) in circumference. The covering of the ball is leather, rubber, position, or synthetic, although leather covers only are dictated by rules for college play, unless the teams agree otherwise. Orange is the regulation color. At all levels of play, the home team provides the ball. Inflation of the ball is based on the height of the ball39。s National Basketball Association (WNBA) playoffs. And it has also made American heroes out of its player and coach legends like Michael Jordan, Larry Bird, Earvin Magic Johnson, Sheryl Swoopes, and other great players. At the heart of the game is the playing space and the equipment. The space is a rectangular, indoor court. The principal pieces of equipment are the two elevated baskets, one at each end (in the long direction) of the court, and the basketball itself. The ball is spherical in shape and is inflated. Basketballs range in size from in (7276 cm) in circumference, and in weight from 1822 oz (510624 g). For players below the high school level, a smaller ball is used, but the ball in men39。廣告代理商在這種潮流下也逐 漸向商品細(xì)分制度靠擾。 7．廣告代理商因自己負(fù)責(zé)的商品銷售增加，而獲得更多的利益；同時，廣告客戶也因其服務(wù)良好而擴(kuò)大其商品代理的范圍。 6．廣告代理商所擁有的客戶，相互之間都不沖突，就可借用彼比的經(jīng)驗(yàn)。 5．廣告代理商與廣告客戶的關(guān)系依契約而存在。 3．如果廣告代理商的服務(wù)不能令客戶滿意，廣告客戶可解除契約，尋找新的廣告代理商。因此，商品的秘密得以保守。 五、論述題（共 1 道試題，共 18 分。在國家的法律和行政管理之外，廣告行業(yè)自律起到了十分重要的作用，這是日本廣告業(yè)管理和規(guī)范的一個重要的特點(diǎn)。日本政府管理廣告主要是通過 法律來規(guī)范廣告行為、調(diào)節(jié)廣告活動所產(chǎn)生的各種社會關(guān)系。主要指國家法律法規(guī)行政管理?！? 4．古希臘雅典城內(nèi)，有一種管理城區(qū)街道生活的半官方人物，經(jīng)常在大街上叫喊，口頭告示民眾關(guān)于貨物上市的行情。在古代雅典，曾流行類似四行詩形式的廣告。 3．有的商人們把叫賣的內(nèi)容編成歌曲、小調(diào)，并配以發(fā)出音響的工具，組成了一曲叫賣的交響樂。 2．在古希臘城里，人們吆喝出有節(jié)奏的聲音，販?zhǔn)叟`、牲畜及手工藝品、日用品等，是最古老的叫賣廣告。 ，不僅開拓和發(fā)展了新的媒介技術(shù)，而且對原有的媒介技術(shù)進(jìn)行了大幅度的改進(jìn)，使其發(fā)生了質(zhì)的飛躍 。 用，廣告業(yè)的調(diào)查手段和組織管理將更加現(xiàn)代化，范圍將更加廣泛，效率也將大幅度提高。 四、簡答題（共 3 道試題，共 30 分。 3. 商品細(xì)分廣告代理制度 商品細(xì)分廣告代理制度以美國為代表，指對于同一種競爭性的商品只接受一個客戶，同時對客戶所委托的商品全權(quán)負(fù)責(zé)。） 1.“新聞信” “新聞信”出現(xiàn)于十三四世紀(jì)左右的歐洲，是印刷廣告之外最早的報(bào)紙雛形，其內(nèi)容主要是報(bào)道市場行情和商品信息。 A. 《國家地理》 B. 《時代》 C. 《新聞周刊》 D. 《讀者文摘》 滿分： 2 分 10. 下列廣告形式中，在公元前 6世紀(jì)羅馬奴隸制共和國就已經(jīng)出現(xiàn)的是（ ACD ）。 帕爾默在美國費(fèi)城開辦了第一家廣告公司。 A. 廣告宣傳突出了社會責(zé)任感 B. 廣告宣傳突出人生、人格的價值 C. “軟性廣告”更能滿足消費(fèi)者的需要 D. 廣告的個性化更為突出 滿分： 2 分 6. 廣告國際化在組織上的發(fā)展，帶來了廣告業(yè)的一些變化趨勢，如（ ABC ）。） 1. 20世紀(jì) 60年代開始，前蘇聯(lián)全國的廣告工作的領(lǐng)導(dǎo)單位是（ CD ） A. 全蘇工商部 B. 蘇聯(lián)廣告協(xié)會 C. 全蘇貿(mào)易部 D. “部際廣告協(xié)會” 滿分： 2 分 2. 在國際廣告管理中，關(guān)系到人們健康的商品，如（ ABCD ）的廣告、商標(biāo)或標(biāo)簽受到最多的限制或禁止。 A. 英國廣告人聯(lián)合會 B. 英國廣告標(biāo)準(zhǔn)局 C. 英國廣告商協(xié)會 D. 報(bào)紙出版者協(xié)會 滿分： 1 分 20. 日本最大的廣播、電視機(jī)構(gòu)是 ( D )。它除了對本行業(yè)的廣告進(jìn)行監(jiān)督管理外，還對國家的廣告活動提出意見，對政府指定的法律法規(guī)做出反應(yīng)。 A. 1869 年 B. 1871 年 C. 1872 年 D. 1868 年 滿分： 1 分 16. 以下哪個獎項(xiàng)的評委完