《颜氏家训·勉学》中有:“博士买驴,书券三纸,未有‘驴’字”,目睹今日之广告界,竟有相似之处:各种名目的报告动辄上百页,PPT文稿一发不可收拾,精美包装赚取无数眼球……由此引发了“厚度代表生产力,包装决定一切”的怪谈。这究竟是投广告主所好、彰显自身实力的需要,还是确实言之有物、言之必然?事实上,这是否又是广告主的真实所需或的确能显示出广告公司的真实水平? 广告的天职在劝服,在销售;作为广告运动战略指南的策略报告,同样不能辱于该使命。报告无关长短厚薄,“说什么”、“怎么说”、“有什么用”才是定夺优劣的尺码。本着“干预广告生活”的舆论监督之责,本刊专题部诚挚邀请广告主、广告人和专家学者齐聚于此,共同探讨这一存在良久、业界亦颇有微词的现象,并尝试挖掘其背后更深的含义,在此飨于同仁,也衷心祝愿行业能健康持续地发展! In the “Family Teacher’s Guide to Dropout,” there are: “Doctors buy donkeys, three book coupons, and don’t have the word ’donkey’”. They have witnessed similarities in today’s advertising industry: there are hundreds of pages of reports on various names. The PPT manuscript was out of control and the exquisite packaging earned countless eyeballs. This led to the “thickness of productivity, packaging determines everything”. Is this exactly what advertisers need to do to show their own strength, or does it really have something to say, or is it inevitable? In fact, is it true that advertisers really need or do show the true level of advertising companies? The duty of advertisement is persuaded and sold; as a strategy report of advertising campaign strategies, it is equally inescapable to be disgraced by this mission. The report has nothing to do with length and length. What “say what,” “how do we say,” and “what does it have?” Are the sizes that determine the merits. In the spirit of “interfering with advertising life,” the editorial department of the magazine sincerely invites advertisers, advertisers, and experts and scholars to gather here to discuss the phenomena that have existed for a long time and that the industry is also very veiled and tries to dig out. The deeper meaning behind it lies in this area. I sincerely hope that the industry can develop healthily and continuously!