广告大师约翰·沃纳梅克曾说：“我知道我的广告费有50％是浪费的,但我不知道是哪50％在浪费”。冷静地审视我们身边的企业,浪费掉的广告费何止一半!不管我们的广告费浪费多少,绝大多数企业还是不得不仰仗广告来打天下。可是在执行广告的过程中,企业又面临众多的矛盾和困惑：不打广告肯定做不大,甚至存活都成问题,但打了广告有时又加速了死亡；精美的广 Advertising guru John Wanamaker once said: “I know that my advertising costs 50% wasted, but I do not know which is 50% wasted.” Calmly watching the business around us, waste half of the advertising costs! No matter how much our advertising waste, most companies still have to rely on advertising to fight the world. However, in the process of executing advertisements, the enterprises are faced with numerous contradictions and confusions: they are certainly not doing a good job of advertising or even surviving, but advertisements sometimes speed up their death; exquisite