Yan Jingyi, male, was born in August 1965 in Xinzheng, Henan. He is a professor and doctoral supervisor. He graduated from the Journalism Department of Zhengzhou University in 1987 and went to the School of Journalism and Communication of Renmin University of China for academic visit from 2002 to 2003. He is currently serving as the Executive Director of the China Advertising Education Association, a member of the China Advertising Association Academic Committee, Executive Director and Secretary-General of the Academic Committee of the Henan Advertising Association, a judge of the China Times Global Chinese University Students "Golden Calf Award" Advertising Competition, a judge of the "Academy Award" of the China University Student Advertising Art Festival, and Secretary-General of the Expert Committee of the "Dahe Cup" Advertising Creative Contest in Henan Province, etc. He mainly teaches undergraduate and graduate courses such as advertising planning and creativity, media economics and management, media advertising management, media economic research, and famous advertising people research. His research directions and fields cover media industry and management, advertising marketing planning, media creativity and management, etc.

Academic Profile:

I. Research Papers

1. On the Speciality of Journalists' Social Communication (sole author), Journal of News Knowledge, September 1991.

2. On the Definition of Newspapers (sole author), Journal of Zhengzhou University, March 1992.

3. CI Comics, serialized a total of 18 articles (sole author), Zhengzhou Evening News, July 1994 to January 1995.

4. Who is the Real Consumer of Advertising (sole author), International Trade Daily, May 23, 1998; June 4, 1998.

5. Advertising Market Needs Development (co-author), International Trade Daily, October 16, 1998.

6. "Love Triangle" is a Strange Phenomenon in Advertising (sole author), International Trade Daily, July 21, 1998.

7. Advertising Industry Needs to Serve the Economic Development of Henan Province (sole author), Zhengzhou Evening News, December 25, 1999.

8. Culture - A New Element of Effective Advertising (sole author), China Advertising, January 2000.

9. Research on the Economic Investigation and Countermeasures of Henan Newspaper Industry (co-author), Henan News and Publishing Daily, August 25, 2000.

10. Mao Zedong's Advertising Art (sole author), Enthusiastic for Journalism, September 2000.

11. Connotation Determines Quality - On the Material Basis of Advertising Culture (sole author), China Industry & Commerce News Time Advertising, November 1, 2000.

12. On Newspaper Eye-catching Advertising (sole author), Chinese Newspaper Industry, June 2001.

13. Value Practice, Strengthen Internship (sole author), Education Daily, September 5, 2001.

14. 50+50>100 - Exploration of the Examination Methods of the Course Advertising Planning (sole author), Zhengzhou Evening News, September 10, 2001.

15. Audience Research from the Perspective of Business Management (sole author), read at the Third National Audience Academic Seminar in September 2001, Journalism Practice, November 2001.

16. New Advertising Business Strategy for Media after Entering WTO (sole author), read at the International Symposium on the Centenary of World News Communication in November 2000, Journal of Zhengzhou University, June 2001.

17. The Importance of Advertising Release Service Level (sole author), Journalism Practice, March 2002.

18. How to Conduct Individual Interviews (sole author), Enthusiastic for Journalism, June 2002.

19. On the Advertising Value of News Media (sole author), Journal of Zhengzhou University, August 2002.

20. Reader Lock-in for Appreciation and Value Enhancement of Newspapers (sole author), Journal of News Knowledge, August 2002.

21. How to Build the Social Influence of Media (sole author), Journalism Practice, October 2002.

22. How to Conduct Word-of-Mouth Marketing, Sales and Marketing, Issue 34, 2008.

23. The Brand Building Process of Rongwei, China Advertising, Issue 4, 2008.

24. Research on the Cultivation Model of Practical Ability of Advertising Major Students, Enthusiastic for Journalism, Issue 12, 2008.

25. On the Fall of Famous Brands, China Advertising, Issue 1, 2009.

26. Jin Liquor: Strategic Confusion of Wuliangye, Sales and Marketing, Issue 16, 2009.

27. The Progress and Problems of China's Newspaper Advertising Management Research, China Advertising Research 30 Years, Xiamen University Press, 2009.

II. Textbooks and Works

1. Principles and Methods of Modern Advertising (sole author), Henan People's Publishing House, 1994 edition.

2. Introduction to News Media Advertising (sole