“我们的广告费有一半被浪费了,但我们不知道具体是哪一半被浪费了”,出自于英国肥皂及人造奶油大王李维修门一世(the　first　Lord　Leverhulme)之口,“一半”之说,言之凿凿,成为广告业的一道咒语,一百多年来,围绕着“广告效果”这个问题,争论不休,探索不已。上期的焦点围绕着 “Half of our advertising costs were wasted, but we do not know exactly which half was wasted,” said the British Lord Lord Lord Leverhulme soap and margarine, “half” said , Conclusively, has become a mantra in the advertising industry, over a hundred years, revolving around the issue of “advertising effectiveness”, endless debate, endless exploration. The focus of the previous period around