世界上有两件事情最难,一是把自己的思想装进别人的脑袋;二是把别人的钱装进自己的口袋。而令人“难过”的是,我们广告人要同时做这两件事。坦率地讲,做广告就是要说服别人买东西,甚至是买没用的东西,所以我们提供的信息往往是不受大家欢迎的,这也是人类一种本能的抵触,心理学上把这叫做“认知防御”。有数据表明,我们每个人每天都会接触1500条左右的广告信息,但真正能被我们接受的广告有几条呢?客户经常说,我的广告费一半被浪费掉了,其实,浪费的也许还不止一半!长期以来,为了避免这种浪费,提高广告沟通的效 There are two things in the world, the hardest one is to put one’s mind into the minds of others and the other is to put someone else’s money into one’s own pocket. And it is “sad ” is that we advertising people to do both these things at the same time. Frankly speaking, advertising is to persuade people to buy things, even to buy useless things, so we often provide information that is unpopular, which is also a human instinct of conflict, psychology call it Cognitive Defense. There are data that we each have access to about 1,500 advertising messages every day, but how many of the ads we really accept? Customers often say that half of my advertising costs were wasted, in fact, the waste may also More than half! For a long time, in order to avoid this waste, improve the effectiveness of advertising communication