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
The Mandate for Effectiveness
- 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.
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