近年来,广告业发展迅速,最近在合肥市工商部门参加年审的广告公司已达120余家,有人估计这个字只是总数的三四分之一。除了一些起步早、实力雄厚的公司外,多数生意清淡、接触面窄,加之社会上对广告的认识不够,所以广告公司一哄而上反而出现僧多粥少的局面。广告是一门实践性、创造性较强的现代管理科学,优秀的广告创意往往依赖于从业者对公关学、传播学、社会学、市场学、心理学和管理科学的深入研究与领会。然而一部分广告业的从业人员由于缺乏广告基础理论的研习,自信心超过实际工作能力,凡事凭拍脑袋,“灵机一动”,缺乏实事求是、严 In recent years, the advertising industry has developed rapidly. More than 120 advertising companies have recently participated in the annual review in the industrial and commercial departments of Hefei City. Some estimate that the number is only three quarters of the total. Except for some early-starting and powerful companies, most of the businesses are light and have narrow contacts. In addition, there is not enough awareness of advertising in the community. Therefore, advertising companies have become more and more conspicuous. Advertising is a practical and creative modern management science. Excellent advertising ideas often rely on practitioners’ in-depth research and understanding of public relations, communications, sociology, marketing, psychology, and management science. However, due to the lack of research on advertising basic theory, some of the employees in the advertising industry are more confident than the actual working ability, and they always shoot their heads and “have a brainstorm”, lacking practicality and strictness.