Intelligent Advertising — Textbook Contribution
Publications
PROJECT TYPE
University textbook · Student contributor
YEAR
AREA OF WORK
Publications
FOCUS
Advertising education · Academic publishing
Overview
Supervised by Prof. Lan Xiaomeng, I contributed to the published university textbook Intelligent Advertising (ISBN 978-7-5772-2417-6) from August 2024 to January 2025. My work examined how advertising practice and consumer insight are changing with digital tools.
Supervised by Prof. Lan Xiaomeng, I contributed to the published university textbook Intelligent Advertising (ISBN 978-7-5772-2417-6) from August 2024 to January 2025. My work examined how advertising practice and consumer insight are changing with digital tools.
The challenge
The task was to turn theory into material that remained academically defensible, clearly structured, and useful to students encountering the concepts for the first time.
The task was to turn theory into material that remained academically defensible, clearly structured, and useful to students encountering the concepts for the first time.
Approach
My contributions were included in the sections “How the Traditional Advertising Industry Operates” and “The Intelligent Leap in Consumer Behavior and Consumer Insights.”
I reviewed 59 academic sources, analysed 17 industry cases, and interviewed nine international advertising professionals. I also developed a discussion of generative engine optimisation and the ethical risks of fabricated statistics or false corroboration in AI-generated answers.
Selected content was adopted by the editorial group and included in the published textbook.
My contributions were included in the sections “How the Traditional Advertising Industry Operates” and “The Intelligent Leap in Consumer Behavior and Consumer Insights.”
I reviewed 59 academic sources, analysed 17 industry cases, and interviewed nine international advertising professionals. I also developed a discussion of generative engine optimisation and the ethical risks of fabricated statistics or false corroboration in AI-generated answers.
Selected content was adopted by the editorial group and included in the published textbook.
Gallery
