Core Viewpoint - The digital communication era has significantly transformed the advertising environment, presenting various challenges for advertising education in universities. The urgent need for digital transformation in advertising education is highlighted, focusing on the expansion of disciplinary boundaries, reshaping of professional knowledge, and adjustment of talent training models. A practical course titled "Creative Communication Management" initiated by Peking University in 2024 aims to explore a new path for university advertising education through multi-party cooperation and integration of practical labor and ideological education [2][3][11]. Group 1: Challenges in Advertising Education - The advertising education in universities faces a shortage of teaching resources, particularly in faculty and educational materials, as the current faculty often lacks the necessary digital communication skills and interdisciplinary backgrounds [5][6]. - The teaching environment is often closed, leading to a disconnect between teaching content and industry demands, with many universities still relying on traditional course structures that do not adequately address the needs of the digital advertising landscape [7][8]. - The outdated educational philosophy limits the ability to meet the growing demand for interdisciplinary and innovative talent, as traditional advertising education focuses primarily on specialized knowledge without fostering practical skills and cross-disciplinary thinking [9][10]. Group 2: Digital Transformation in Advertising Education - The rapid development of digital technology necessitates a transformation in advertising education, which is aligned with the "New Liberal Arts" initiative aimed at integrating digital technology with social sciences [11][12]. - The transformation involves expanding the scope of disciplines, innovating theoretical frameworks, and changing talent training methods to better align with the evolving advertising industry [12][13]. - A deep integration between academia and industry is essential for developing a talent training model that meets the demands of the digital advertising sector, emphasizing the need for collaboration and practical engagement [14]. Group 3: Practical Teaching Innovations - The "Creative Communication Management" course launched by five universities emphasizes practical teaching, allowing students to engage in real-world advertising projects, thereby enhancing their operational skills and market insights [23][25]. - The course integrates theoretical knowledge with practical application, utilizing digital tools and platforms to provide students with hands-on experience in digital advertising [26][28]. - The focus on public welfare projects within the course not only enhances students' professional skills but also instills a sense of social responsibility and awareness of societal issues [32][33].

Core Viewpoint - Douyin has become one of the largest short video platforms in China, attracting many businesses to leverage it for online marketing to attract potential customers [1] Group 1: Douyin Marketing Strategies - The most direct method for businesses to drive traffic on Douyin is by creating and publishing short videos, which are familiar to users. Douyin has a distribution mechanism for original videos, ensuring that all original content receives some level of exposure, with higher quality and creativity leading to more traffic [3] - Businesses can utilize giant advertising as an effective tool for rapid traffic generation, with options for search promotion and display promotion based on their needs. However, this is a paid promotion, and companies must consider their budget [4] - Conducting keyword analysis and SEO optimization on Douyin is essential for businesses to attract traffic. Douyin's integration with Toutiao search allows various content forms to be indexed, enhancing visibility for well-optimized keywords [4] Group 2: Interactive and Content-Based Strategies - Douyin's interactive Q&A community allows businesses to answer customer inquiries, guiding them to visit the company's website or physical store, thus achieving traffic generation [8] - Sharing relevant articles on Toutiao can attract visitors to a business's Douyin account, increasing follower count. For instance, a tech company sharing articles on cutting-edge technology can lead readers to explore its Douyin content [8] - Creating entries related to the business or products in Douyin Baike and providing detailed information and links can attract users to learn more about the company, facilitating traffic generation [9] Group 3: Media and Content Distribution - High-quality articles published on various media platforms can be indexed by Douyin search, allowing businesses to reach users actively searching for information, which holds high commercial value [9] - It is crucial for businesses to select the right media platforms for publishing soft articles, as performance can vary significantly across different platforms, impacting the effectiveness of traffic generation [10]