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So I heard Chapter 57: The Generalist Writer

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    Friday, April 29, 2016, the weather was sunny.  Yifan took my place at the Air Force General Administration today.  In the morning, I helped my colleague Xiao Zhu open the door of the main store, and after half an hour of duty, I went to the second store to go to the Neihu Administrative Center to adjust the transcripts of the customer's house.  Negotiate and sign the lease contract with the customer at noon.  In the afternoon, I looked at a few houses in Bihu Park and chatted with the client Mr. Lin until 6:30 in the evening. I rushed back to the store to code. Before coding, I received a question from Brother Qiang about Huang Yi's "Sun and Moon in the Sky"  There are still a few copies missing. I went back to my old home to look for them, but I still couldn't find them.     well!  It's really strange. I obviously won't lose any of Huang Yi's books, so why are so many of them missing?  But I found that there were too many books and the windows were opened, people were outside, it was windy and rainy, and some books got wet.  When I was rummaging through boxes and cabinets, what I smelled was not the smell of books, but the smell of books mixed with musty smell, shame!  Shou Shunu!  Guard until death.  I conveniently gave all the novels that were not published online to Brother Qiang. Most of the non-online documents were online documents before.  It¡¯s 7:22pm now, come on!  Then what?  I received another call from the main store, asking me to go on duty, so I collected my things and left the second store to go on duty at the main store.  The staff on duty at the main store went to Shiding to play and say goodbye.  No wonder I¡¯ve always been called a ¡°professional reliever.¡±  There is a lot of traffic outside the main store. Every weekend and Friday when I get off work, there is a lot of traffic.     Um!  I still have no idea at all, let¡¯s take a look at my little friend Xiaohan¡¯s Guangtong!  It would also apply if "advertising generalist" is changed to "writer generalist": "What is a generalist?" "Six Tao, Wang Yi": "The three generalists are mainly responsible for making up for mistakes, dealing with guests, discussing, and resolving problems.  " "Book of the Song Dynasty, Biography of Kong Yi": "In order to record the important points of the family, it is advisable to have a general talent and quick thinking.  Add those with diligent nature.  " "Yuan History and Shizu Ji 10": "Officials big and small in Ahema's time have all given examples. How can there be no generalists among them?  It is better to choose what is available and still use it.  " Lu Xun's "A Brief History of Chinese Novels" Chapter 17: "Wu Ze is a generalist.  Minhui and Yanya are the materials they draw from.  Quite extensive.  ¡± Generalists love the world and knowledge about it. Such people will be cheerful, not autistic, and can grasp the good side of things more and more keenly. Secondly, they have a persistent attitude, enthusiasm, and perseverance  . Intoxicated with exploring the confusion in one's own heart, it leads to the confusion of all mankind. Such people are proactive and perseverant. They are the basis of creativity that promotes the progress of human society.  Advertisers believe that only by looking at things from a macro and micro perspective and understanding the "big picture" and "small picture" of the advertising process can we craft a thoughtful and thoughtful advertising plan with the least amount of words.  What can be said is the ultimate art of advertising copywriting. Only by observing more and understanding human nature can you design an advertisement that "hits the mark". I believe that "no one can step into the same river twice."  Advertising, like life, is ever-changing and mysterious. I believe that the journey between generalists and specialist knowledge is the source of inspiration and intuition, and it is also the place where the wealth of advertising creation lies.  He has many things to do; he lifts things up in the dark, and he has no business and is knowledgeable.  ¡± For many years, generalist education has been considered by educators of all generations as a good way to cultivate talents; the advertising major is an applied major, and it uses modern generalist education concepts to guide the entire teaching work, so it cultivates ¡°generalists¡± in the new century.  College students. And advertising planning talents are particularly important. Excellent advertising planners must be honest, responsible, and open, respect personal talents and talents, and advocate finding a sense of accomplishment and happiness in work and life. Before learning to do things, you must first learn to be a person.  Optimism, maturity, integrity, honesty, and courage; excellent advertising planners are ambitious and are not satisfied with mediocrity. They have an unwavering belief in the pursuit of goals; they should learn to do small things before doing big things and keep an open mind;  Multi-skilled. Keep pace with the times and refuse to be self-isolated; master comprehensive knowledge and skills, including economics, behavioral science, literature, art, mathematics, statistics, psychology, sociology, ecology, trademarks, advertising and law, etc.  The experience of major companies in the world has proven that in order to shape the image of products and companies, they must rely on the planning of advertising planning talents. The reason why Ford¡¯s Mustang cars are popular in the United States is all related to Jacocca, who is good at advertising planning.  Without Jacocca's proficiency in advertising strategies, how could the Mustang be so popular with consumers at the beginning of its launch? The advertising industry in our country is like a football team, with hundreds of goals.  A football team cannot do without stars, and an advertising company cannot do without advertising talents.In the joint venture, there is an excellent TV commercial director, and one person can lead the whole business.  Annual advertising expenses amount to 10 million yuan.  Manufacturers from all over the country come here.  "Ten thousand taels of gold are not as good as one wise man."  Advertising competition is intensifying, and the core of the competition is the issue of talent.  In countries with developed advertising, advertising planning talents have become the backbone of advertising companies or corporate marketing departments.  Our country¡¯s advertising and business circles have neglected the development of advertising planning talents.  To this day, my country's advertising planning work is still a blank area.  In my country's advertising industry, there are too many "hard experts" who are busy promoting advertisements and focused on money, but too few strategists who are good at planning.  If this continues, the advertising field with blooming flowers will become barren due to lack of talent. ? Developing advertising planning talents is the need of the times, the need of competition, the need of business operations, and the need to improve the level of advertising planning, creativity, and management in our country.  As an advertising planning talent, you must be widely known.  The ancients said: "Talent is based on learning."  Knowledge is the source of decision-making thinking for advertising planning talents.  Without knowledge, there is no talent.  The systematic knowledge system of advertising requires talents to have knowledge in sociology, economics, marketing, commodity science, psychology, aesthetics, literature and mathematics, decision-making, operations research, public relations, systems theory and other fields.  Modern advertising planning talents are not only specialists in advertising activities, but also should have the quality of "generalists".  Comprehensive knowledge is the personality of modern advertising planning talents.  The key factor for advertising talents is not academic qualifications or experience in advertising, but their potential leadership abilities.  With ability, the trend will prevail and the rain will prevail; with talent, we can make clever moves and gain the initiative in advertising operations.  Advertising planning talents have their own personality.  Ronel DePison, President of the European Association of Advertisers, said it well: "The perfect advertiser is half poet and half businessman." Advertising planning talents are an integral part of strategic talents, and they must have the mind of a strategist.  The modern advertising industry requires advertising planning talents not only to have relatively deep knowledge in the vertical direction, but also to have extensive knowledge in the horizontal direction.  Knowledge is limited, imagination is unlimited.  In advertising campaigns, imagination is more important than knowledge.  Imagination, creating miracles, promote the continuous development of advertising industry.  Advertising planning activities are a creative thinking activity.  Create new ideas, new artistic conceptions, shape images, come up with new ideas and new methods, so that products can occupy a certain position in the minds of consumers.  The insight of advertising planning talents is an important means to grasp the progress of advertising activities.  Supporting and cultivating my country's creative advertising planning talents is the key to the prosperity of my country's advertising industry, and it is also the prerequisite for the flower of artistic advertising to bloom.  On the advertising road leading to the 21st century, the American advertising industry proposes to cultivate generalists in the advertising industry; China also proposes to cultivate generalists with pioneering innovation and artistic attainments in advertising.  "
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