The picture shows a cover of the book discussing the development of ads in China.[Photo: China CITIC Press]

A book by two professors who specialize in advertisement has recently been published. It discusses how new media platforms can reach consumers in China.

Ding Junjie, a professor with the Communication University of China, and Chen Gang, a professor with Peking University's School of Journalism and Communication, have co-written the book, The Outperformance of Advertisement.

Both professors think traditional means of advertisement are faced with challenges and need to somehow adapt to current online consumption habits.

An interesting part of their book also discusses whether traditional ad agencies have become a dying model since they still use traditional media platforms like billboards, posters, radio and television.

The book records the development China's advertisements have undergone over the past three decades and more importantly advises the Chinese ad industry on how to better adapt to the new age of media.