广告策划与创意是一门应用性很强的综合性课程,实践教学的要求高、难度大。目前,广告策划的实践方式和方法已经越来越多样化,不仅采用传统的案例分析,也采用项目模拟实战、以赛代训和校企合作等多样化的模式。这些模式能够激发学生的学习热情,让广告策划课程的实践教学落到实处。但这些模式也有各自的优势和问题,其经验和教训应该在教学实践的过程中不断地总结。 Advertising planning and creativity is a highly applied comprehensive course, practical teaching demanding, difficult. At present, the methods and methods of advertising planning have become more and more diversified. Not only the traditional case analysis, but also the diversified modes of project simulation, competition training, and school-enterprise cooperation are adopted. These models can stimulate students’ enthusiasm for learning, so that the practical teaching of advertising planning courses can be implemented. However, these models also have their respective advantages and problems. Their experiences and lessons should be constantly summarized in the teaching practice.