The Mandate for Effectiveness

写在新专题的前面：

不知道有多少人是和我一样，是不明真相的情况下进入广告业的，我不是在说世道险恶，而是说，在我混迹这个圈子两年多后，发现自己想不明白的事情反而越来越多...

所以，回到最基础的地方开始，是目前我能想到的最理性的解决方式。

选择的书是中国人民大学出版社的教辅书《广告学原理和实务》(Advertising Principles and Practice)，作者是William Wells, John Burnett, Sandra Moriarty。

书是10多年前买的，肯定里面一些案例不是最新的，但我从这本书中希望找到是这个学科的一些”底层代码“及模型，希望能帮助我更好的理解自己目前所在的行业和工作。

简而言之，希望能更自洽一点吧...

Chapter 1 Introduction to Advertising

图片发自App

- Advertising will only survive and grow if it focuses on being effective.

- All advertisers are expecting specific results, based on their stated objectives.

- Clients expect proof, and, for the most part, that proof must lead to or actually produce sales.

- It is no longer acceptable to tell a client, “Our ads work, we just don’t know how, when, and with what results.”

- The basic premise of this book is that advertising must be effective; it must achieve its objectives.