Advertising Is Dead, And Its Past Glory Is Accelerating.

Over the years, advertising has been an advert for my career in the industry, from advertising planning to managing advertising companies, advertising from university classes to the publication of many advertising works.

However, I am very conscious that I am getting rid of this industry which reflects the false prosperity with many colors.

Although advertising is still being taught in universities, the attraction of advertisements seems to be fading away and gradually blurred.

About 2 years ago, suddenly, there was a feeling that this course was like a confused child. There was neither a path nor a goal.

Although you can still talk about it with a little effort, you may even feel like a more boring person.

This year's class begins in the summer semester. After one day, I want to check the classroom, but no one can enter the school's educational administration department.

At 4 o'clock in the morning, I opened the computer and found the telephone of the educational administration department. I was ready to call the classroom early in the morning, but I never slept.

There is no way. Zhejiang University's punishing regulations make the teacher tremble with fear. If you are 5 minutes late for class, you may have big problems.

That day, plus the reason why I didn't know it was the season, or the laziness that I had just passed after the holidays, although the 4 classes were finished in spirit, the weariness and dissatisfaction finally reflected on the scorn of advertising.

For many years, I haven't prepared lessons like before. I once envied that some teachers had a wonderful opening lecture mode. Every student had set the pattern once again, but he had never made such a model, so he talked differently every year.

Vaguely remembering this opening is the confusion of advertising, the confusion of the subject and the confusion of the industry.

Obviously, my students could not understand at once. Their professional teachers would talk about their profession with such contempt.

About 300 advertising professionals are currently in the Ministry of education. There are at least 15 universities in Zhejiang.

The rise of this discipline was related to the background of the vigorous development of the market economy. However, the great leap forward style of Chinese universities not only reduced the quality of advertising majors rapidly, but also quickly caused the saturation of supply and demand in this profession.

What should students of advertising major do?

Do you go to advertising planning company?

If an average of 50 students graduated from each school every year, there will be more than 15000 graduates every year in advertising major, plus an application design and marketing major that can be pferred to the profession at any time. Advertising companies simply can not accept it.

Moreover, the most frustrating thing for students is that although the number of advertising companies in China is large, but the scale is very small, the advertising companies, which are mainly private, are disappointing both in terms of treatment and stability, so job hopping has become the most common phenomenon in this industry.

This is a bad thing for both personal development and career pursuits.

A simple data can illustrate the problem. Since the total sales volume of China's advertising industry in 1997 was about 46000000000 yuan, and the turnover of advertising revenue for the first time exceeded 100 billion yuan in 2003, the growth of advertising expenses has been decreasing.

This is not only much lower than the growth of the sales volume of domestic enterprises, but also even lower than the growth of gross domestic product.

If the factors such as price and cost are eliminated, advertising turnover may be in a negative growth in recent years. This shows that the industry is facing a severe test.

On the one hand, a large number of professionals are coming to the society continuously, and there may be other alternatives which are easily replaced by other professions, such as Chinese, management and other long term professional graduates. It is easy to get started with advertisements. On the other hand, the contraction of industry leads to some professional unemployment state of the advertising profession.

10 years ago, when I was teaching students, I asked students about their career pursuits. Many of my students were full of confidence to be advertisers and wanted to set up their own advertising planning companies. Nowadays, few people think so.

I told the students that advertising is not a good occupation, either from the perspective of the industry or personal development.

Look around those Real Estate Company and manufacturing companies, even the smallest ones often exceed the biggest advertising companies.

This is the difference between industries. Advertising is a industry restricted by development. Its products are not replicable and depend on individual resources, so it can not form economies of scale.

I smiled and told my classmates that if you want to enter the Forbes list with lofty aspirations, you'd better not enter the industry.

Because no one in this industry has ever appeared on the list of wealth, I wonder if Jiang Nan Chun, who created the sub media, should be regarded as an advertising person.

If it's accidental.

The traditional advertising theory is based on the logical starting point of creativity. For many years, whether Ross Reeves, David ogway, or Leo Benner and Bill Bourne Baja, from the early years of various advertising concepts to all kinds of advertising awards, regarded outstanding creativity as the pursuit of advertising.

Unfortunately, the magic of creativity has gradually disappeared and is evolving into a game in many cases.

Many advertisers blame the advertisers for not doing the ads well, while advertisers are racking their brains to plan effective advertising.

But all efforts