中山大学吴柏林教授 “广告创意”绝密资料_TIF16

Chapter 16—Designing and Managing Integrated Marketing

Communications

True/False Questions

1.Marketing communications are only carried out prior to the sale to the consumer. False (moderate) p.

303

2.The source’s expertise, trustworthiness, and likeabilit y determine the level of source credibility. True

(moderate) p. 307

3.The percentage-of-sales method is a promotional budgeting method that forces management to spell

out assumptions about the relationship among dollars spent, exposure levels, trial rates, and regular usage. False (difficult) p. 308

4.One downside to using public relations and publicity is the lack of credibility. False (moderate) p.

309

5.The objective-and-task method for budgeting requires management to spell out its assumptions about

the relationship among dollars spent, exposure levels, trial rates, and regular usage. True (moderate) p. 309

6.Any paid form of nonpersonal promotion of ideas, goods, or services where the originator of the

promotion is known is called public relations and publicity. False (easy) pp. 309-310

7.When developing an advertising program, the five critical Ms are mission, money, media, message,

and measurement. True (moderate) p. 312

8.Reminder advertising works best for new products. False (easy) p. 313

9.Japanese ads tend to be less direct and appeal more to the emotions, when compared to U.S. ads.

True (moderate) p. 314

10.Audiences can be measured according to circulation, which is the number of physical units carrying

the advertising. True (moderate) p. 316

11.The cost-per-thousand for a medium that reaches 10,000,000 people at a cost of $135,000 is $13.50.

False (moderate) p. 317

12.Pulsing calls for spending all of the advertising dollars in a single period. False (moderate) p. 317

13.Pulsing is continuous advertising at low-weight levels reinforced periodically by waves of heavier

activity. True (moderate) p. 317

14.Copy testing is always done before ads are run. False (easy) p. 318

15.A firm that wants to attract new triers, reward loyal customers, or increase the repurchase rate of

occasional users would be best served by sales promotion. True (moderate) p. 318

16.A coupon is a type of consumer promotion that provides a price reduction after the purchase rather

than at the retail store. False (easy) p. 318

17.Although sales promotions are short-term in nature, they can be ―consumer franchise building‖ if they

reinforce understanding about the brand. True (moderate) p. 319

18.Public relations is an ineffective tool in the launch of a new product. False (moderate) p. 322

19.Public relati ons involves a variety of programs that are designed to promote or protect a company’s

image or its individual products. True (moderate) p. 322

20.Direct mail marketing can include the use of e-mail, voice mail, and fax mail. True (moderate) p.

325

Multiple Choice Questions

21.The first step in the development of effective communication is _______________.

a.)identifying the target audience (moderate) p. 303

b.)determining the communication objectives

c.)designing the message

d.)setting the budget

e.)selecting the communication channels

22._______________ is the set of beliefs, ideas, and impressions that a person holds regarding an object.

a.)Image (easy) p. 304

b.)Atmosphere

c.)Event

d.)Media

e.)Message

23.An ad in Surfer Girl magazine says, ― Mr. Zog’s sex wax gloms onto your stick better and longer than

any other wax.‖ This is an example of a(n) _______________ appeal.

a.)moral

b.)emotional

c.)cognitive

d.)social

e.)rational (moderate) p. 305

24.Michelin Tires has commercials featuring diaper-clad babies sitting in Michelin tires. A voiceover

tells you the tires are more expensive than many brands but that what is riding on them is priceless.

This is an example of a(n) _______________ appeal.

a.)moral

b.)emotional (easy) p. 306

c.)social

d.)discriminant

e.)rational

25.Ads that state you should buy Harley Davidson because it is made in America are using a(n)

_______________ appeal.

a.)moral (moderate) p. 306

b.)emotional

c.)social

d.)rational

e.)cognitive

26.The ad says, ― For about the cost of a cup of coffee a day, you can make little Pablo’s life so much

better.‖ This is an example of a(n) _______________ appeal.

a.)rational

b.)practical

c.)reciprocal

d.)emotional (moderate) p. 306

e.)provocative

27.The headline for an ad reads, ― Power Bars give you all you need—when you need it!‖ This is an

example of a(n) _______________ appeal.

a.)rational (moderate) p. 306

b.)practical

c.)reciprocal

d.)emotional

e.)provocative

28.Source credibility is a function of the source’s _______________.

a.)personal, social, and moral influences

b.)quality of expression—both verbal and nonverbal

c.)likeability, expertise, and trustworthiness (difficult) p. 307

d.)recognizability, trustworthiness, and reputation

e.)knowledge, reputation, and perceived expertise

29.A pharmaceutical drug rep giving her sales presentation to the office manager and the doctor is using

a(n) _______________ communication channel.

a.)personal (moderate) p. 307

b.)expert

c.)advocate

d.)informal

e.)competent

30.How are professionals using the personal influence channel when they encourage their clients to

recommend their services to others?

a.)They are creating opinion leaders.

b.)They are using word-of-mouth ref erral channels. (difficult) p. 307

c.)They are identifying influential individuals and devoting extra time to them.

d.)They are using believable people in testimonial advertising.

e.)They are communicating through community influentials, such as local talk show hosts and

organizational presidents.

31._______________ are occurrences such as news conferences and grand openings designed to

communicate to target audiences.

a.)Atmospheres

b.)Display media

c.)Events (moderate) p. 308

d.)Interactive communication channels

e.)Mood enhancers

32.Newspapers, magazines, and direct mail are all examples of which of the following types of media?

a.)print media (easy) p. 308

b.)broadcast media

c.)electronic media

d.)display media

e.)intermittent media

33.Which of the following types of media best describe audiotape, videotape, CD-ROM, DVD, and Web

pages?

a.)print media

b.)broadcast media

c.)electronic media (easy) p. 308

d.)display media

e.)intermittent media

34.Which of the following is not used as a supporting argument when considering the percentage-of-

sales promotional budget setting method?

a.)It makes sales the determiner of promotion. (moderate) pp. 308-309

b.)It links sales to corporate expenditures.

c.)It focuses attention on the relationship of costs and price and unit profit.

d.)It encourages stability when others in the industry spend the same percentag

e.

e.)Sales and promotional expenditures are related.

35.Ohana Surf, on the north shore of Oahu, Hawaii, is preparing its promotional budget for next year. If

its first step is to forecast next year’s sales, then Ohan a is probably using the _______________ method.

a.)percentage-of-sales (difficult) pp. 308-309

b.)affordable

c.)market share

d.)competitive-parity

e.)objective-and-task

36.Which of the following is a weakness of the percentage-of-sales method of establishing the promotion

budget?

a.)The percentage-of-sales method of establishing the promotion budget assumes the competition

knows what it is doing.

b.)The percentage-of-sales method of establishing the promotion budget is a complicated, time-

consuming process.

c.)The percentage-of-sales method of establishing the promotion budget leads to a budget that

ignores market opportunities. (difficult) pp. 308-309

d.)The percentage-of-sales method of establishing the promotion budget ignores the role of

promotion as an investment in the business.

e.)The percentage-of-sales method of establishing the promotion budget discourages promotional

wars.

37.In an ideal world, which is the preferred method of setting a promotion budget?

a.)percentage-of-sales method

b.)arbitrary allocation

c.)affordable method

d.)competitive-parity method

e.)objective-and-task method (easy) p. 309

38.If Ohana Surf, on the north shore of Oahu, Hawaii, wants to use the promotional tool that will build

the long-term image of the store and give the best cost per exposure, it should use _______________.

a.)direct mail

b.)public relations and publicity

c.)advertising (moderate) p. 309

d.)sales promotion

e.)personal selling

39.The three distinct benefits of _______________ are its ability to communicate, its ability to act as an

incentive, and its invitation to consumers to buy now.

a.)direct mail

b.)sales promotion (moderate) p. 309

c.)advertising

d.)public relations

e.)personal selling

40.If the director of marketing for a textile firm is concerned with the buyer-readiness stages of his

customers, the best promotional tool for him to use would be _______________.

a.)direct mail

b.)public relations and publicity

c.)sales promotion

d.)advertising

e.)personal selling (moderate) p. 310

41.At what stage of buyer readiness is sales promotion the most cost-effective promotional tool?

a.)awareness

b.)comprehension

c.)conviction

d.)ordering

e.)reordering (moderate) p. 310

42.At what stage of buyer readiness are advertising and publicity the most cost-effective promotional

tools?

a.)awareness (moderate) p. 310

b.)comprehension

c.)conviction

d.)ordering

e.)reordering

43.Hospitals are engaged in intense competition to fill their maternity beds. What type of advertising

would hospitals most likely use for advertising their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?

a.)descriptive

b.)persuasive

c.)reminder

d.)informative (moderate) p. 312

e.)instructive

44.Within the last couple of years several cosmetics manufacturers have introduced non-clumping

mascara. Revlon was one of those manufacturers. Revlon should use _______________ advertising to increase selective demand for its non-clumping mascara.

a.)descriptive

b.)persuasive (moderate) pp. 312-313

c.)reminder

d.)informative

e.)instructive

45.Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of

_______________ advertising.

a.)descriptive

b.)persuasive (moderate) p. 313

c.)reminder

d.)informative

e.)instructive

46.Abercrombie and Fitch could use _______________ advertising to reduce the cognitive dissonance

experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.

a.)persuasive

b.)comparative

c.)reinforcement (moderate) p. 313

d.)informative

e.)descriptive

47.When setting the advertising budget, management should consider all of the following factors

EXCEPT:

a.)product life cycle stage

b.)market share and consumer base

c.)competition and clutter

d.)product substitutability

e.)width of the company’s product line (difficult) p. 313

48.In developing a creative strategy, advertisers follow all of the following steps EXCEPT:

a.)message generation

b.)message evaluation and selection

c.)message execution

d.)subliminal implementation (difficult) pp. 313-315

e.)social responsibility review

49.The number of different persons exposed to a particular media schedule at least once during some

specified time is the _______________ of an advertisement.

a.)iteration

b.)frequency

c.)reach (moderate) p. 315

d.)impact

e.)gross rating points

50.The qualitative value of an exposure through a given media vehicle is called _______________.

a.)iteration

b.)frequency

c.)reach

d.)impact (difficult) p. 315

e.)gross rating points

51.Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany.

Credibility and prestige are important. The best medium for your advertising message is

_______________.

a.)television

b.)newspapers

c.)magazine (moderate) p. 316

d.)direct mail

e.)radio

52.The owner of a dive shop that provides its customers with scuba training and sells dive equipment

and accessories would like to advertise. He is considering outdoor advertising. Outdoor advertising would _______________.

a.)give its ad high repeat exposure (difficult) p. 316

b.)provide tremendous audience selectivity

c.)allow the restaurant to create very creative ads

d.)not have to contend with clutter

e.)provide all of the above benefits to the restaurant

53.Audiences can be measured according to _______________, which is the number of physical units

carrying the advertising.

a.)circulation (moderate) p. 316

b.)flighting

c.)effective audience

d.)effective ad-exposed audience

e.)continuity

54.Audience size can be measured according to how many people with the right target characteristics are

exposed to the ad. This is called _____________.

a.)circulation

b.)audience

c.)effective audience(moderate) p. 317

d.)effective ad-exposed audience

e.)bottom-line measure

55.If a 30-second advertisement during an old Seinfeld rerun costs $160,000 and reaches 8,000,000

people, the cost per thousand for a Coca-Cola ad would be _______________.

a.)$2.00

b.)$5.00

c.)$12.50

d.)$15.00

e.)$20.00 (moderate) p. 317

56.The media timing pattern in which advertising is run evenly throughout a given period is called

_______________.

a.)flighting

b.)concentration

c.)pulsing

d.)bursting

e.)continuity (moderate) p. 317

57.A Thai restaurant buys an ad in every issue of its small town’s weekly newspaper, and two lunchtime

ads every day on the local radio station. The owner has used this pattern of advertising for many years. Which of the following terms best describes the Thai restaurant’s media timing?

a.)flighting

b.)concentration

c.)pulsing

d.)bursting

e.)continuity (moderate) p. 317

58.Which of the following calls for spending all of the advertising dollars in a single period?

a.)bursting

b.)continuity

c.)pulsing

d.)concentration (moderate) p. 317

e.)flighting

59.An advertiser on a limited budget that schedules media so that a heavy dose of advertising is followed

by a period of no advertising is using a pattern called _______________.

a.)bursting

b.)continuity

c.)pulsing

d.)concentration

e.)flighting (moderate) p. 317

60.__________ is a media timing approach that involves continuous advertising at low-weight levels,

reinforced periodically by waves of heavier activity.

a.)Bursting

b.)Continuity

c.)Pulsing (moderate) p. 317

d.)Concentration

e.)Flighting

61._______________ is a key ingredient in many marketing campaigns and consists of a diverse

collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater

purchase, of particular products or services by consumers or the trade.

a.)Advertising

b.)Public relations

c.)Sales promotion (moderate) p. 318

d.)Personal selling

e.)Market segmentation

62.Pepsi is using a sales promotion campaign for AMP, its new energy drink based on its popular

Mountain Dew recipe. Pepsi is running coupons in magazines aimed at teenagers and college students, offering refund offers for multiple purchases, and mailing samples to homes in selected zip codes.

All of the methods that Pepsi is using are types of _______________.

a.)intermediary promotional activities

b.)trade promotions

c.)public relations activities

d.)functional promotions

e.)consumer promotions (moderate) p. 318

63.All of the following are examples of tools for consumer promotions EXCEPT_______________.

a.)samples

b.)coupons

c.)premiums

d.)prizes

e.)display allowances (moderate) p. 318

64.A firm that wants to attract new prospects, reward loyal customers, or increase the repurchase rate of

occasional users would be best served by _______________.

a.)personal selling

b.)direct marketing

c.)advertising

d.)sales promotion (moderate) p. 318

e.)an unbiased public relations article

65.When a movie studio uses toys in fast food restaurant kid’s meals to advertise their latest movie, they

are using _______________.

a.)tie-in promotions (moderate) p. 320

b.)prize promotions

c.)point-of-purchase promotions

d.)premiums

e.)promotion bundling

66.Tom’s used _______________ when it placed a coupon for $1.00 off any 12-pack of soda on

packages of its Hot Fries snacks.

a.)a price pack

b.)a prize promotion

c.)a point-of-purchase promotion

d.)a cross-promotion (moderate) p. 320

e.)promotion bundling

67._______________ involves a variety of programs that are designed to promote or protect a

company’s image or its individual products.

a.)Advertising

b.)Public relations (moderate) p. 322

c.)Sales promotion

d.)Personal selling

e.)Market segmentation

68.When Virginia did its ― Virginia Is for Lovers‖ campaign to help people think positively about a state

they may have had negative feelings about, this was an example of what type of marketing public relations?

a.)assisting the launch of new products

b.)assisting in repositioning a mature product (moderate) p. 322

c.)defending products that have encountered public problems

d.)influencing specific target groups

e.)building interest in a product category

69.Public relations is particularly effective in _______________.

a.)building awareness and brand knowledge in new and existing products (difficult) p. 322

b.)reinforcing the buyer’s decision

c.)developing and maintaining a long-term increase in sales

d.)enabling companies to adjust to short-term variations in the supply and demand of their markets

e.)preventing intermediaries from misusing trade promotions

70.The original and oldest form of direct marketing is _______________.

a.)telemarketing

b.)― junk‖ mail

c.)the field sales call (moderate) p. 325

d.)catalog marketing

e.)e-marketing

Essay Questions

71.Tom Elrich is responsible for setting the promotional budget for a microwave dish that cooks bacon

on a rack over a drip pan. It is a new product for the market and for the small plastics manufacturer that Tom works for. Tom has only a very limited amount of time to set the budget. In a short essay, explain the different budgeting options Tom has, choose one of the forms, and justify it by discussing its pros and cons.

Answer:

(1) The affordable method of setting budgets simply determines the amount of budget by how much

the company has available. (2) The percentage-of-sales method sets promotion expenditures at a specified percentage of sales (either current or anticipated). (3) The competitive-parity method lets companies set their promotion budget to achieve share-of-voice parity with competitors. (4) The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. In selecting one of these methods, competitive-parity is illogical.

The objective-and-task, while a sound method, is time-consuming. Of the two remaining methods, the affordable method is probably the easiest to use. It does completely ignore the role of promotion as an investment and the immediate impact of promotion on sales volume. The percentage of

anticipated sales method is useful because it encourages management to think in terms of promotion cost, selling price, and profit per unit, but the question is does Tom have time to accurately predict sales? On the negative side, this method uses circular reasoning. It leads to the same thing as the affordable method—a budget based on available funds not market opportunities. Most students, if they reason through what they know about budgeting, should select affordable method given the circumstances.

(difficult) pp. 308-309

72.The venture capital group has just given a small publishing house $2.1 million to help the publisher

continue to grow. The managers/owners decide they need to spend about $500,000 on getting the word out about the company. JoAnn remembers from a marketing class she took in college something about ― reach, frequency, and impact‖ when it comes to choosing your media for a promotional effort.

She asks you, a friend, if you remember these words and what they might mean for how she chooses to spend her promotional budget. Respond to JoAnn’s question in a brief essay.

Answer:

Reach refers to the number of different persons or households that are exposed to a particular media schedule at least once during a specified period.

Frequency refers to the number of times within a specified period that an average person or household is exposed to the message.

Impact refers to the qualitative value of an exposure through a given medium.

When planning her media, JoAnn should realize that there will be trade-offs among these elements.

Reach is most important when launching new products, but frequency is most important when there are strong competitors and a complex story to tell. It generally takes several exposures to get a person to pay attention to an ad and remember it, so JoAnn will need to take that into account when planning her media usage.

(moderate) p. 315

73.Machaca-filled burritos have long been a favorite dish at Mexican restaurants in southern Arizona.

Maria Gutierrez decided to market this traditional treat regionally under the brand name Mama G’s.

She sells a package of dehydrated machaca meat with a stack of flour tortillas and some envelopes of her favorite salsa. Discuss the five major decisions that she had to make when developing the

advertisin g program for Mama G’s.

Answer:

The five major decisions that Gutierrez had to make are known as the five Ms. First, she had to decide on Mission – what were her advertising objectives? Second, she had to create primary demand for her product in the area of the country that was unfamiliar with it. Then she had to determine a sales level that she wanted to accomplish with a specific audience in a specific period of time. Her next issue was Money. How much should she spend on budget? How should she determine that amount?

Then she needed to consider her Message. What message should be sent? Should she focus on the good taste, the nutritional value, the product’s heritage, or some other feature? After deciding on her copy, pictures (if any), headlines etc., she would need to select her Media. Where would she run her advertisements? What combination of media would she use? Would she use sales promotions and public relations along with advertising? Her final decision would have to do with Measurement.

How would she evaluate the results of her advertising efforts? How would she ascertain that she got value from her advertising expenditures?

(moderate) p. 312

74.In a short essay, discuss the three types of advertising objectives in terms of their impact on product

life cycle.

Answer:

Informative advertising would be most likely used in the introductory stage when the advertiser needs to create primary demand. As the competition heats up in the growth stage, advertisers rely heavily on persuasive advertising. With mature products, some advertisers rely on reminder advertising. In the decline stage, the advertising budget is typically decreased. Sometimes there is no advertising at all for products in the decline stage. More commonly reminder advertising is used to let the

consumer know the product is still available, or persuasive advertising such as ― Try it Again‖ is used.

(moderate) pp. 312-313

https://www.sodocs.net/doc/274272628.html, ran an ad in Mother Jones magazines in which it announced it had nearly

every video documentary in print and many no longer in print—all available for rental. The

advertisement cost $16,000. Since the goal of this ad was to make people aware that Only-

https://www.sodocs.net/doc/274272628.html, rents and sells videos, it would want to measure the effectiveness of the ad. How could it measure the communication effect of the ad? How could it measure the sales effect of the ad?

Given https://www.sodocs.net/doc/274272628.html,’s advertising objective, which measure would be more important?

Answer:

Communication-effect research seeks to determine whether an ad is communicating effectively by using copy testing. It would have been done before the ad was run in the magazine. There are three ways it could be done. The direct rating method asks consumers to rate alternative ads – all

marketing the same product. A portfolio test would have asked consumers to view a portfolio of ads.

Consumers are then asked to recall the ads and their contents. The question is, ―Did our ad stand out from the clutter?‖ Laboratory tests could als o be used. This type of test monitors the physiological reactions to ads.

Communication-effect research is important, but given https://www.sodocs.net/doc/274272628.html,’s objective, sales-

effect research would have been more useful. https://www.sodocs.net/doc/274272628.html, wants to know what sales

were generated by the ad. The historical approach to sales-effect research involves correlating past

sales to past advertising expenditures using advanced statistical techniques. Experimental design is another type of sales-effect research. It requires an advertiser to set up tests in which the impact of

various levels of sales expenditures are tested to determine the sales impact of each. Only-

https://www.sodocs.net/doc/274272628.html, would be likely to use the historical approach to determine the effectiveness of

its ad.

(difficult) p. 318

Mini-Cases

Mini-Case 16-1

Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899 Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water-soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin is proven to have long-term cardiovascular and anticancer benefits. In spite of these positive aspects to the product, a concern that aspirin might contribute to Reye’s syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for a aspirin the se days, and you’re likely to receive a Tylenol. Aspirin manufacturers are trying to educate people that simple aspirin can help keep them alive.

76.Refer to Mini-Case 16-1. Consumers who buy aspirin because the they have run out but not because

they have a current need for the product are probably going through which response hierarchy

sequence?

a.)learn-feel-do

b.)learn-do-f eel (difficult) p. 304

c.)learn-feel-do-feel

d.)can-do-will-to-do

e.)do-feel-learn

77.Refer to Mini-Case 16-1. The headline of an Anacin advertiseme nt reads ― The taking of one aspirin

daily may prevent heart attacks.‖ This ad is using a _______________ appeal.

a.)moral

b.)decoded

c.)cognitive

d.)social

e.)rational (moderate) p. 305

78.Refer to Mini-Case 16-1. What type of communication should the aspirin industry use if its goal is to

promote the benefits of aspirin in a manner that it seems to allow the industry to have little or no control over the message content?

a.)advertising

b.)direct marketing

c.)sales promotion

d.)public relations and publicity (moderate) p. 322

e.)personal selling

Mini-Case 16-2

Sedona Advertising is developing a marketing campaign for a Latter-Day Skates, a skateboard manufacturer. The greatest emphasis has been placed on the design of a series of ads featuring the riders using their boards in thrilling, extreme riding situations. The agency has pretested the recall of these print ads. As part of the ad evaluation process, the agency determined the Latter-Day’s share of voice is 6 percent and its share of market is 4.4 percent for its last ad campaign during which it spent $35,000. As part of this integrated marketing campaign, Sedona is also designing sales promotion activities. Latter-Day wants to link the sales of its best selling long boards to its new line of Vert-Rider specialty boards without cannibalizing sales of the established product. This is the first ever line of skateboards designed with vertical riding in mind. As Sedona gears up for this campaign, the owner of Latter-Day Skates announces he really wants to build community awareness of what the company does, especially its charitable work. This new promotional task is being added after most of the budget has already been allocated. Sedona Advertising is searching for a way to meet the owner’s goals within his current budget.

79.Refer to Mini-Case 16-2. What would be the most likely advertising objectives for the two products

listed?

a.)informative for the V ert-Riding lines; reminder for the best-selling long boards (difficult)

pp. 312-313

b.)persuasive for both

c.)persuasive for the new product; reminder for the best-selling long boards

d.)informative for both products

e.)persuasive for the new product; informative for the best-selling long boards

80.Refer to Mini-Case 16-2. The ads for the new Vert-Rider board are using what type of appeal?

a.)rational

b.)emotional (easy) p. 306

c.)moral

d.)casual

e.)multinational

81.Refer to Mini-Case 16-2. The most probable way for Sedona to help Latter-Day Skates get the word

out about their charitable work and still stay within the budget is to use _______________.

a.)direct selling

b.)sales promotions techniques

c.)outdoor advertising

d.)public relations (moderate) p. 322

e.)copy testing

中山大学博士生发表学术论文的具体规定(汇编)

中山大学博士生发表学术论文的具体规定 （2014年6月修订） 依据《中山大学硕士、博士学位授予工作细则》的有关规定，博士研究生获得学位前必须至少有一篇学术论文在国内外重要刊物发表或录用，论文第一署名单位应为中山大学，博士生必须是第一作者（或导师为第一作者、博士生为第二作者）。根据不同学科的特点，经各学位分委员会和校学位评定委员会审议通过，各学科博士生发表学术论文的具体规定如下： 一、人文社会科学学科学位分委员会的规定 1. 刊物范围：学校社会科学处公布的《中山大学人文社会科学重要期刊 目录》。 对于在国外、境外出版的刊物上发表的学术论文，由各培养单位学位审议机构认定，并报研究生院公示。 2. 发表时间要求：以正式刊出为准。 3. 发表的学术论文必须和学位论文属于同一领域并具有相关性。 4. 有条件的培养单位学位审议机构可以在学位分委员会规定的基础上， 制订更高的发表学术论文标准，经学位分委员会审议通过，报研究生院备案。 二、理学学科学位分委员会的规定 1. 刊物范围：由各培养单位学位审议机构确定发表学术论文的刊物目录，经学位分委员会审议通过，报研究生院备案。 为鼓励对重要科学问题开展合作研究并发表高水平学术论文，各培养单位学位审议机构可对发表在高水平刊物上的学术论文并列第一作者（或同等贡献者）情况进行规定。 2. 发表时间要求：以正式刊出或正式录用通知为准。 3. 发表的学术论文必须属于学位论文的部分内容。

4. 鼓励博士生选择高难度或攻关性的研究课题。若博士生所进行的学位论文研究，经认定具有较大创新前景的，在审议学位时可不按上述条件要求。对于此类学位论文，各培养单位学位审议机构应有明确的认定程序和要求，博士生应在申请论文答辩时向所在培养单位提出申请，经导师书面推荐，培养单位组织专家认定，并在博士生论文答辩之前将认定的相关材料报研究生院公示、备案。 三、医学学科学位分委员会的规定 1. 刊物范围：学术学位博士生发表学术论文的刊物要求是SCI（含SCIE）收录的杂志；专业学位博士生发表学术论文的刊物要求是SCI（含SCIE）收录的杂志，或中华医学会主办的中华系列的杂志，或中国科技期刊总被引频次排序在前400名以内的杂志（中国科技信息研究所公布，在校期间的排位），或下列学报：北京大学学报医科版、中国医学科学院学报、协和医科大学学报、中南大学学报医科版、华中科技大学学报医科版、四川大学学报医科版、复旦大学学报医科版、上海交通大学学报医科版、中山大学学报医科版。 2. 发表时间要求：发表时间应在审议学位的当月底之前；对于在国外、境外发表的SCI（含SCIE）收录的学术论文可以是清样，也可以是附有导师签名担保的校样或正式录用通知。 3. 发表的学术论文必须属于学位论文的部分内容。 4. 为鼓励发挥我校科研团队的联合攻关作用，对于一篇SCI（含SCIE）学术论文出现多名作者并列第一（或同等贡献）署名的情况，作如下规定：IF≥3.0时，认可并列第一作者中的前2位符合要求； IF≥6.0时，认可并列第一作者中的前3位符合要求，署名无并列第一作者的，认可排名前2位作者符合要求； IF≥10.0时，认可并列第一作者中的前5位符合要求，署名无并列第一作者的，认可排名前3位作者符合要求。 5. 有条件的培养单位学位审议机构可以在学位分委员会规定的基础上，制订更高的发表学术论文标准，经学位分委员会审议通过，报研究生院备案。

最新中山大学考研

2011中山大学考研

241 英语：①《新编英语教程》（1-3册），李观仪等，上海外语教育出版社，1999 445 汉语国际教育基础：依据《全日制汉语国际教育硕士专业学位研究生入学考试大纲》 448 汉语写作与百科知识: 参照教指委公布的考试大纲。 610 民俗学概论：本科目考试范围为：民俗的基本特征，民俗的类别及其特征（如物质生产民俗、物质生活民俗、社会组织民俗等等不同类别及其特征），中外民俗学 史、民俗学研究方法。主要包括三个方面：①考察学生对民俗学基本知识、基本理论、基本方法以及中外民俗学学术动态的了解、把握程度；②考察学生对民俗文化的经验、感受以及描写能力；③注重对学生知识结构和学术功底的考察，考察学生综合运用民俗学、人类学、社会学、历史学等学科知识、理论、方法，解读、分析、阐释民俗现象以及中外民俗学文献的能力。不再提供参考书目。 611 文学评论写作：主要考察对具体文学作品的评论赏鉴，兼及对众多批评方法与文学流派的理论把握和应用。不再提供参考书目。 612 语言学概论：①《语言学纲要》，叶蜚声、徐通锵编，北大出版社 613 现代汉语与语言学概论：①《语言学纲要》，叶蜚声、徐通锵编，北大出版社；②《现代汉语》黄伯荣、廖序东主编，高教出版社 614 文献释读：主要考察考生对古代文献的标点与翻译,阅读与理解，分析与评论的能力 615 文学基础：本课目考察考生对中国文学史、外国文学史以及古代汉语的基础知识，包括文学史现象、作家作品、流派和思潮等；古代汉语的常识，例如字词的释义、古文断句等，也在考察范围之内。不再提供参考书目。 616 世界文学：①郑克鲁主编：《外国文学史》（上、下），高等教育出版社，2006年修订版 803 民间文学概论：本科目考试范围为：民间文学的基本特征，民间文学的类别及其特征（如神话、传说、故事等不同类别及其特征），民间文学与作家文学的关系，民间文学的多民族交流关系，民间文学的田野作业及其科学写定，中国民间文学史 略，民间文学的鉴赏与研究等等。不再提供参考书目。 804 文学理论（含中西文论）：本课程以童庆炳主编的《文学理论教程》所含内容为主要范围，另需考察中国历代文论及西方文论。 805 汉语言学基础：①《古代汉语》，王力主编，中华书局；②《现代汉语》黄伯荣、廖序东主编，高教出版社 806 古汉语与古文字：①《古代汉语》，王力主编，中华书局；②《古文字学纲要》，陈炜湛、唐钰明编著，中山大学出版社，2009年版 807 中国古代文学与批评：考试范围包括从先秦到清代中国各体文学（诗、文、小说、戏曲）及中国古代文学批评。考试内容包括相关的基础知识、基本理论及对考生分析能力的考察。不再提供参考书目。

福特公司SWOT分析 中山大学吴柏林教授 研究生“品牌管理”绝密资料

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论坛：中山大学的岭南学院的博士招生让人厌恶

中山大学的岭南学院的博士招生让人厌恶，太黑了作者:埃米诺特时间:2005-5-28 15:09:00 第1楼 ?4月份以后初试成绩出来了，我在整个专业方向排名第2（整个专业方向有6个导师招12 个）结果被刷掉了太黑了 作者:roar_horse 时间:2005-5-30 13:15:00 第2楼 ?我觉得你肯定是看错了，中大岭南学院排名是按专业里的某个研究方向来排名的（如金融学专业里的货币政策与金融监管方向），不同研究方向的考试科目都不一样，岭南学院怎么会按全专业排名呢？我觉得你在你所在的研究方向里考第二没被录取非常有可能，也许就招一个学生，我就知道有几个导师只招一个学生。你在这里发这样醒目的帖子，实在对中大岭南学院非常不尊重。 作者:jbchen001 时间:2005-5-31 10:52:00 第3楼 ?三楼的应该是中大的学生吧，为母校辩护的心情可以理解。但每一个有良知的人都有说真话的义负与道德责任。偶同意楼主的观点。中山大学博士生招生的确是很混乱，尤其是岭南学院和管理学院，要捞取博士学位的达官贵人太多，据说有的导师已经私下把权贵考生排队了，有的竟然排到五年以后去了。而且中大学风浮躁，绝非治学之所。偶对中大是敬而远之，偶是在广州读硕士，但从未想过要考中大的博士。今年报了一所比中大更有名气的大学的金融学博士，与导师没有任何关系，照样被录取了。给有志于考博的同仁一点建议：睁大眼睛看清楚报考学校，最好选透明度高、考生口碑较好的名校。这样，即使考输了也输得心甘情愿。 作者:roar_horse 时间:2005-5-31 12:48:00 第4楼 ?坦白说我真的不是中大的学生，至少暂时不是，以后也许有可能，因为我在广州一所学校教书，想读中大的在职---------我是就事论事，楼主确实是理解错了，今年中大博士排名确实是按专业里的研究方向排的，每个方向只招一至两个，要问我为什么那么清楚？因为我抱负不是很大，水平也只是一般，所以今年考的是中大岭南学院，也没考上，我们导师只招一个，我也只排第二，但是我有个同学今年也考的是中大，他就考了第一，他跟导师也从不认识（我们是从西部一所普通211院校毕业的），只是成绩出来后跟他导师联系了一下，前几天他跟我说他被录取了，还给了他个公费名额。我就凭这一点觉得中大可能也没有你“据说”的那样黑。当然我也同意你说的“每一个有良知的人都有说真话的义负与道德责任”。所以我保证我说的是实话！另外我很想知道楼上的你考的是哪所学校，我很想明年试试！ 作者:liusha2000 时间:2005-5-31 20:23:00 第5楼

中山大学军理考试多选题

、多选题： 1.军事应用技术按其完成的军事任务的性质可分为（） A、战略武器装备技术 B、战役战术武器装备技术 C、军事系统工程技术 D、电子对抗技术 2、军事高技术的突出特征有（） A、发展的超前性 B、效果的突袭性 C、应用的双重性 D、系统的综合性 3、军事高技术对军队建设的影响是（） A、压缩军队规模，提高军队质量 B、军队结构不断优化 C、军队人员构成不断变化 D、军队整体素质大幅度提高 4、现代侦察监视技术按照侦察活动方式可分为（） A、武装侦察 B、地面侦察 C、技术侦察 D、战略导弹侦察 5、声纳是接收水中声波的装置，主要用于（） A、对水下或水面目标的搜索 B、用于水声对抗 C、对水下武器的制导 D、对水下武器的控制 6、现代航空侦察的设备主要有（） A、有人驾驶侦察机 B、无人驾驶侦察机 C、侦察直升机 D、预警机

7、一枚完整的导弹由哪些要素组成（） A、战斗部 B、动力装置 C、制导系统 D、本身是一个飞行器 8、按照作战使命可以将巡航导弹分为（） A、海射型巡航导弹 B、陆射型巡航导弹 C、战略巡航导弹 D、战术巡航导弹 9、精确制导弹药主要有（） A、制导炸弹 B、制导炮弹 C、制导地雷 D、制导鱼雷 10、世界新军事变革对我国军队建设提出的要求是（） A、加速组建新型部队 B、加速研制新型武器 C、加速建立新型指挥 D、加速造就新型人才 11、关于军事思想的表述正确的是（） A．军事思想是关于战争和军队问题的理性认识 B．军事思想通常包括战争观、战争问题的方法论、战争指导思想、建军指导思想等基本内容。 C．军事思想来源于军事实践，不能指导军事实践。 D．军事思想具有鲜明的阶级性。 12、对先进主战武器的应用给军事领域带来的深刻变革的研究，成为近现代西方军事思想最主要的特征，其主要的技术标志是哪些（） A．火药 B．机械化武器C．核武器D．高技术武器 13、对《孙子兵法》的地位评价正确的有（） A．被推崇为“兵学圣典”，在世界军事史上有突出地位

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schiffman16_tif 中山大学吴柏林教授 “广告心理学(清华大学出版社2010)”绝密资料

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四、教学工作（任现职近五年内）（如超过表格行数，请另附页） Teaching Experience (most recent 5 years; if current position is shorter than 5 years, please list the experiences since the position started. if needed, attach a sheet. ) 1．课程教学情况（学年学期至学年学期） st nd st nd

五、代表性学术成果及其影响力说明 Representative Academic Outputs and Statements of Impact 研究类别：□理论创新研究类；□应用、技术与工程研究类 Category of research: □Theoretical □Applied, Technical or Engineering 注：以下内容按填表说明第7点相应要求填写Note: Please fill in this section according to Note 7 代表性学术成果2 Academic Output2

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中山大学管理学院博士生发表学术论 文的具体规定 为适应加快建设世界一流大学的形势，进一步提高博 士生培养质量和科研能力，学校要求提高博士生发表学术 论文的标准，根据《关于提高博士生发表学术论文要求的通知研院〔2016〕45号》、《中山大学关于博士生发表学术论文的具体规定》，特制定以下规定。 一、论文刊物及篇数规定 从2016级博士研究生开始，学院所有学科（包括1201管理科学与工程一级学科、1202工商管理一级学科和020204金融学二级学科）博士研究生在申请论文预答辩前必须在中山大学管理学院认定的期刊目录（期刊目录见附件）上发表符合以下要求之一的学术论文： （1）在学院认定的中文期刊上发表1篇学术论文； （2）在学院认定的英文期刊目录TOPB及以上期刊上发表1篇学术论文。 二、其它规定 1.学术论文应在申请论文预答辩前正式发表（含在线发表），才能进入申请学位审议阶段。

（1）发表学术论文是指正式刊出、已印刷出版或在线 发表的论文； （2）发表学术论文应与学位论文属于同一领域并具有 相关性； （3）学术论文第一署名单位应为中山大学管理学院； （4）博士生必须是第一作者或通讯作者； （5）当主导师为第一作者时，博士生必须为第二作 者； （6）博士生本人第一署名单位名称：中文期刊，统一 注释为“中山大学管理学院”；外文期刊，统一注释为“SunYat-senBusinessSchool,SunYat-senUniversity”； （7）对于在国（境）外发表的SCI（含SCIE）、EI、SSCI、A&HCI收录的学术论文可以是附有导师签名的正式录 用通知。 2.学校或学院公派出国（境）联合培养的博士生在国（境）外发表的学术论文的署名单位排名时，国外导师单位为第 一署名单位，中山大学为第二署名单位也可以。 3.学术论文发表的刊物应为正刊，除特别指明外，不 包括增刊、特刊、专刊等。

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