“广告公司往往非常看重广告的制作，他们请电影导演来做，最后导致的结果就是广告看起来非常漂亮，最后观众却没有记住是什么产品。此外，广告失败的另一个重要原因就是缺乏与消费者之间的沟通。”一位广告界资深人士的这些话恐怕能够得到目前很多从事传播行业人士的共鸣。 “Advertising agencies tend to place a lot of emphasis on the production of advertisements and they ask their directors to do the work, and the end result is that the ads look very nice and the audiences do not even remember what they are.” Another important reason why advertisements fail is the lack of Communication between consumers. "These words from an industry veteran in the advertising industry probably will resonate with many people in the communications industry.