广告策划,决不等同于出点子,这一点越来越成为圈内外人士的共识。然而,广告策划究竟是什么?根据著名策划人王志纲对策划所作论述,我们对策划可作如下理解:(1) 策划是一门思维的科学。所谓思维的科学是怎样定位准确,审时度势,怎样把握主观和客观,怎 Advertising planning, by no means the same idea, this is more and more become the consensus of people inside and outside the circle. However, advertising planning exactly what? According to the famous planner Wang Zhigang on the planning of the discussion, we plan for the following understanding: (1) planning is a science of thinking. The so-called thinking of science is how to position accurately, assess the situation, how to grasp the subjective and objective, how