6.廣告信息的第二層包裝是廣告(      )

A.主題                                                     B.創(chuàng)意

C.定位                                                     D.表現(xiàn)

7.競爭對(duì)手的廣告攻勢強(qiáng)勁，則企業(yè)投入的廣告費(fèi)用(      )

A.少                                                        B.很少

C.一般　　　                                          D.較多

8.率先在廣告領(lǐng)域使用“策劃”這一概念的是(      )

A.艾·里斯                                              B.杰克·特勞特

C.斯坦利·波利坦                                   D.大衛(wèi)·奧格威

9.雜志媒介的局限性是(      )

A.保存時(shí)間                                              B.時(shí)效性

C.復(fù)制質(zhì)量                                              D.聲譽(yù)

10.引導(dǎo)銷售者的最古老的企業(yè)經(jīng)營觀念是____________觀念。(      )

A.產(chǎn)品                                                     B.生產(chǎn)

C.推銷                                                     D.營銷