广告从前世到今生的一个变迁——以前我们都讲精雕细琢一个创意,现在更多是追求一个新的创意形式;以前讲的是要打造一个品牌理念,现在更多的是要一个话题点;以前讲的是改变消费者的行为,现在讲的是媒体有多少效用、影响力。潘晟:FCB是全球十大跨国广告公司之一,1873年已在美国纽约成立。现在我们两位想问大家一个很不幸的问题:我们为什么要做广告?股市行情非常不稳,但是广告的投入每 Advertising from past life to a change of life - in the past we all talked about crafting an idea, now more is the pursuit of a new creative form; previously talked about is to create a brand concept, now more is to have a topic Point; previously talked about changing consumer behavior, now talk about how much the media effectiveness and influence. Pan Sheng: FCB is one of the world’s top ten multinational advertising company, founded in New York in 1873 in the United States. Now we two would like to ask everyone a very unfortunate question: why do we advertise? Stock market is very unstable, but the advertising investment each