If anyone has the review questions and materials for the 2010 Shanghai Self-Taught Advertising Planning Examination, please share them.

Advertising Planning" Review Questions

1. Fill in the blanks (1 point each, ***10 points)

1. The strategic idea of ??advertising planning was first proposed by the founder of Boas Massilai Pollitt Advertising Company in London. One, advertising expert ( ) proposed in the 1960s.

2. In a sense, what advertising planning produces is not ( ) a product, but a scientific knowledge achievement. It has varying degrees of value-added effects on enterprises.

3. The main thinking methods in advertising planning include systematic thinking, ( ), ( ), artistic thinking, etc.

4. The purpose of integrated marketing communication is to establish ( ) between the product brand and consumers, so that consumers "once have it, there is nothing else to ask for."

5. Modern advertising activities have two important theoretical pillars, one is ( ) and the other is ( ) theory.

6. The object of advertising performance is ( ).

7. The three basic points of advertising planning are market, ( ), ( ).

2. Explanation of terms (5 points for each question, ***25 points)

1. Advertising planning

2. Points of concern

< p>3. Integrated marketing communications

4. Advertising performance

5. Media mix strategy

(Each question is 4CM blank)

3. Case Analysis (65) (10CM for each question below)

1. Analyze the following thinking methods that can be used in the advertising planning of "Dutch Urban Trash Renovation". (20 points)

In a certain city in the city, because people are unwilling to put garbage into the trash can, the city is full of garbage. The planners of the Health Bureau grafted the tape recorder onto the trash can and came up with the planning inspiration of "producing a trash can that can tell jokes". After being put into practice, every time garbage is thrown into such a bucket, the tape recorder will play a pre-recorded joke. Each trash can joke is different, and the jokes change every two weeks. Naturally, people are willing to throw garbage into the bucket to listen to a joke, and the city is clean again. When planning advertising activities, you must be good at "grafting".

2. The connotation of integrated marketing communication. (10)

3. Advertising positioning analysis (15 points)

4. (20 points)

1. Indicate what kind of appeal positioning strategy the following advertising slogans represent and analyze them.

(1) Pepsi-Cola’s “Get up, you are the younger generation of Pepsi-Cola”.

(2) Pepsi-Cola’s “same price, twice the content” for Coca-Cola.

For reference only