本文从理论讲授、案例式与探讨式互动教学、角色扮演法、以比赛与商业项目促进教学,对《广告策划与创意》课程教学方法的探索与实践进行探讨,注重教学的过程参与和课堂内外的双向交流,提升教学效果,培养学生独立思考能力、组织策划和创新能力。 This paper discusses the exploration and practice of the teaching methods of “Advertising Planning and Creativity” from theory teaching, case-based and discussion-based interactive teaching and role-playing method, competitions and commercial projects to promote teaching, focusing on the teaching process participation and inside and outside the classroom Two-way communication, improve teaching effectiveness, develop students’ ability to think independently, organize planning and innovation ability.