“怎样才能减少广告浪费?有什么规则可减少广告浪费吗?”从广告主的口中,总是不断提出类似的问题。同样或类似的问题被反复提出,本身就说明有些根本的问题没有解决。 造成广告主广告投入的无谓浪费,会令广告业丧失应有的尊严。没有尊严的行业是没有前途的。 中国的广告业有时似乎被一些潜在的、很多人意识到却又看不清的力量所挟持。没有规则,就没有游戏。一个行业没有规则、或有所谓的规则而该行业的大多数从业者不想遵循或无力遵循,则该行业很难有尊严可言。 “How can we reduce the waste of advertising? What rules can reduce the waste of advertising?” From the advertisers mouth, always ask a similar question constantly. The same or similar problems have been repeatedly presented, which in itself shows that some fundamental problems have not been solved. As a result, unnecessary waste of advertisers’ advertising costs will deprive the advertising industry of its due dignity. An industry without dignity has no future. China’s advertising industry sometimes seems to be under the control of some potential, many-conscious but invisible. No rules, no games. An industry has no rules, or so-called rules, and most practitioners in the industry do not want to follow or can not follow, then the industry is difficult to have a dignity at all.