为了自救，我们必须忘记顺利交谈，软件和金钱的操纵 - 以恢复广告和营销，我们要了解这个词的含义，然后沟通实践它！

The trouble with Britain is that the whole of the entrepreneurial society is in the City, despite the fact that skill is what built this country but nowadays it is treated with contempt.与英国的麻烦的是，整个社会的企业家是在城市尽管技术是建立了这个国家，但现在它是与蔑视。 Young people are seduced by media, marketing & leisure studies..青年人是诱惑媒体，营销和休闲研究.. The main reason there is little health in advertising & marketing these days is because the pinnacles of achievement are seen to be smooth talking, celebrity, gimmicky marketing, formulaic admin together with a complete lack of understanding of the communication process.主要的原因有广告及市场推广这些天很少，因为健康是成就的顶峰被看作是顺利说，名人，花哨的营销，管理与公式化的沟通过程中完全缺乏共同的认识。

In the modern risk adverse society of to-day there is a mind-set problem, a national drift towards abstraction, virtuality, waffle and theory and it can only get worse.在现代社会中的不利风险的日常有一个思维方式问题，一个国家走向抽象漂移，虚拟，松饼和理论，它只能进一步恶化。 The Internet has made advertising ever more less practical, to-day people interact with flat screens and buttons which depersonalises and dehumanises the communication process even more than it was in the past!互联网广告已经越来越少的实际，对天与人互动的平板显示屏和按钮depersonalises和dehumanises沟通过程甚至超过它在过去的啊！

The current financial crisis reveals the reality of the modern work place.当前的金融危机揭示了现代工作场所的现实。 Nowadays it is just impossible for a boss to continually know more than every employee does.如今它是不可能为老板不断认识不超过每一位员工。 Ignorance therefore, isn't a failing of a particular individual but an in eliminable fact about any organisation.因此，无知，是不是一个失败的某个人，而是一个可排除对任何组织的事实。

In modern organisations their hierarchy is much the same as that of the first factories of the industrial revolution.在现代组织中的层次结构，就像工业革命的第一个工厂一样。 However the conditions that made these hierarchy work back then is no longer present.不过，条件是这些阶层的工作作出了当年不再存在。 That condition is that bosses know more than their workers.这一条件是，老板知道比他们的雇员。 In the first factories bosses knew everything about production process, while the workers knew nothing.在第一个工厂的老板知道生产过程中的一切，而工人一无所知。 It was therefore sensible for information flow up the hierarchy and orders flow down.因此，索取资料的层次结构合理的流量和订单流下来。

To days knowledge is spread throughout the business what looks like bosses competence is in fact the skill and goodwill of their employees.为了天知识是整个业务的老板看起来像什么，其实传播能力的技能和员工的善意。 Without these they are like one legged ducks.如果没有这些他们喜欢一腿的鸭子。 They might look calm and reassured on the surface but underneath they are paddling frantically without much idea where they are heading.他们看起来冷静，表面上放心，但背后却戏没有太多的想法，他们正在走向疯狂。

The crisis shows us that big organisations can't always be run effectively even when managed by highly intelligent and diligent people, thus the new marketing language should be about waste, misadministration, extravagance, incompetence and drift.这场危机告诉我们，大机构往往不能有效地运行，即使通过高度智能化的管理，勤奋的人，因此新的营销语言应约浪费，misadministration，奢，无能和漂移。 The new Marketing should be the need in hard times for rigour, severity and unsentimentally!新的营销应该是在困难的时候严谨性，严重性和unsentimentally需要的！

Recently Heinz went on record to say that "Traditional advertisers are flexing their muscles by seeking 'Pay per Performance' deals saying media pricing has to be more reflective of actual sales."最近亨氏接着记录说，“传统广告正在显示其肌肉中的实际销售业绩寻求薪资每'交易说媒体定价的更真实写照。”

Of course advertising has NEVER been able to provide effectiveness research of the kind to answer all the questions posed nowadays by Clients regarding accountability.当然，广告始终无法提供实物效果的研究，以回答所有提出的问题现在就由客户负责。

What is lacking in the advertising world of to-day? 什么是缺少在广告世界的日常？

Mainly we appear to lack ideas, strong ideas, competing ideas, confident philosophies, angry dissent.主要是我们似乎缺乏思想，强烈的观念，竞争观念，自信的理念，愤怒的异议。 Advertising people used to have ideas & policies & they jostled to present their ideas.广告人只有思想和政策与他们推挤提出自己的想法。
But what is alarming is the impassivity of our advertising people & the idleness of advertising debate, as we wait.但什么是令人震惊的是我们广告人与广告的辩论懒散无动于衷，因为我们等待。 There is a sense of vacuum.有一种真空的感觉。

Where to-day is the bold advocacy, the impatience to persuade, the urgency of argument?在哪里今天是大胆的宣传，说服不耐烦，紧迫性的论点？ Where are the shouts of "here's how!"?哪里的“这里的留言怎么！”？ Where are the leading actors, the big voices, the great thoughts?哪里的领导者，大声音，伟大的想法？
Headlines about "Twitter", the Internet, "Facebook" et al, are these now the only images we have of a once great advertising industry?关于新闻“Twitter的”，互联网，“商标”等，这些现在我们对一个曾经伟大的广告业只有图像？

But perhaps the problem is simpler but just as scary, in a headline " Lack of experience affects business" the Institute of Advertising had this to say, "The nature of the business is such that in order to be cost efficient process gets dumbed down and farmed out to more junior people. There is a tendency to commodity and that can lead to work being de-skilled".但也许这个问题是简单，但只是作为一个吓人的标题，“经验不足会影响生意”的广告研究所是这样说，“该业务的性质是这样，为了符合成本效益的过程变得简单化下来养殖到更多的初级人。有一种倾向，对商品，可导致工作被取消技能“。