More than 400 domestic and foreign experts and scholars came to attend the annual conference of Chinese Advertising Education that was jointly held by three universities and two platforms.

On December 11th, the 15th Annual Annual Conference of Chinese Advertising Education and the third International Forum of New Media Development and Innovation was held in the South China University of Technology. The conference's theme was “Mission and Responsibility: Innovation and Future of Chinese advertising" with in depth discussion on the innovation and future of Chinese advertising in the new era, the new direction and reconstruction of advertising theory, the ethics and regulations of digital marketing, training models and teaching methods innovation of advertising, traditional advertising convergence and innovation under the new media environment etc.

Tang E Schultz, who is lifelong honorary professor of the Northwestern University Medill ,the father of integrated marketing communication, brought the keynote speech of what is the future of advertising. What is advertising? How to define advertising? What are we going to study? What are we going to teach? These are common challenges the industry and academia are facing. Advertising needs constant change and innovation to adapt to the market environment nowadays and future days. Schultz said, “we need to propose a new set of 'assumptions', like that corporate goals are driven by consumers, solutions from the consumers’ angle; Forecasting will replace the return on investment as a measure of management capacity; Brands are more valuable than products and services; introduction of the concept of ‘full brand communication’; The development of new technology makes marketing realize data-driven, real-time analysis.” Only by forward-looking vision, not limit to what we have studied, but think about what is the future, can we keep up with the pace of development of the times, practice with the guidance of theory. In the main forum, four experts from home and abroad analyzed the development trend of advertising, advertising education and advertising research from professional academic perspectives. The president of China Advertising Education Research Association, Peking University professor Chen Gang explained the development process of advertising science. American AAA Advertising Association President, University of Minnesota professor Xu Zhixiu shared advertising research, education trends and problems, making specific recommendations. Professor Huang Shengmin from Communication University of China introduced the scientific research on how to plan, organize, sustain and breakthrough from the experience of their university. Associate professor Yao Zhiwei from Guangdong University of Finance elaborated the publishing background, main controversy and impact of “Internet advertising supervision interim measures”. From the practical point of view of closer contact with the industry , the experts also analyzed the mobile Internet era of advertising technology innovation, business model innovation, as well as new trends in advertising disciplines. Secretary General of China Advertising Education Research Association and Professor Yao Xi from Wuhan University discuss the value reconstruction -- the business model innovation of advertising company in digital era. Professor Li Hairong from Michigan State University reviewed the course of discipline development and proposed the development and transformation from interactive advertising to computational advertising. Tencent OMG effect advertising center senior director Ding Li , shared the latest advertising communication strategy of “product effect unity, link decision” with Tencent own case. Professor Duan Chunlin from Journalism and Communication at South China University of Technology, systematically explains the theoretical innovation and practical exploration of Integrated Brand Communication.

In the afternoon, the six parallel sub forums was held in Guangdong University of Foreign Studies HEMC campus, the experts and scholars made discussion of advanced topics on the big data and the spread of brand innovation, digital marketing development and standardization, the cultivation of innovative talents, Chinese advertising in the digital age, advertising art communication under the new media environment of traditional advertising, integration and innovation of computing advertisement and the future development. Whether workers, students or the scholars, had harvested a great deal. That evening, the dean forum and closing ceremony were held, and the ACAE Academic Thesis Award was awarded. Professor Chen Peiai from School of Journalism and Communication of Xiamen University summed up the annual meeting with three words - an unprecedented event, innovation event, international event. There had been more than and 400 people to participate in the meeting, in the accumulation of more than ten years, advertising academic annual meeting has become more and more popular. Chinese Advertising Innovative Talents Forum held in the afternoon, I feel very shocked, upgrading of the improvement of young teachers' teaching idea, teaching skills.They have done a lot of practical work, made discussions of talents training mode, put forward the core problem of advertising education. The annual meeting has an international perspective, invited a number of distinguished scholars at home and abroad.

China Advertising Education Annual Conference is China's top level advertising education research and academic seminar. The annual meeting was hosted by the association of China higher education journalism and communication specialized committee advertising education study group ( China advertising education seminar ), co-hosted by School of Journalism and Communication of South China University of Technology , Jinan University , Guangdong University of Foreign Studies, Guangzhou national advertising industry park, the new media and the spread of brand innovation and Application Laboratory. People of School Party Committee Propaganda Department, Social Sciences Department, News and Communication Institute and other units attended the meeting. (Graphic / correspondent: Alexander, Zhuang Qiuming, Yu Xiaochuan,Wei Ze, Chen Weiqiang Editor / Lu Qinglei)

Background: Introduction of China Advertising Education Research Group

Advertising Education Research Group Specialized Committee China Higher Education Institute of Journalism and Communication (former China Advertising Education Seminar) is the domestic advertising industry's most authoritative academic education organization, from Wuhan University, Xiamen University, Communication University of China, Renmin University of China, Fudan University, Shenzhen University initiated the establishment in 1999. Sponsored by the institute and still remained today, advertising seminars build an important academic exchange platform for China's advertising higher education. Besides, it makes higher education enhance responsibility, deepen understanding, promote consensus, and jointly promotes and expands the influence on China advertising education and advertising research to a higher level.