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中国广播广告史有如一本验证广播媒体发展的历史书籍,厚重又源远流长却铁证如山。展开发黄的书页回顾历史,我们不难发现广播走过了沧桑的百年之路。80年代后期开始,广播背上“弱势媒体”的负担后,开始走下坡路直至2003年的峰回路转。2003年是广播的拐点,是广播人的喜庆。中宣部副部长、国家广电总局局长徐光春指出广电总局将2003年定为“广播发展年”,从此广播一发不可收,广播广告增长率跃升各大媒体之首,一举成为“受众欢迎媒体”,收到了强势效果。2006年广播广告的持续拔高,更是成为众媒体、众人群关注的焦点。鉴于此,笔者认为有必要将中国广告市场的发展状况,广播广告的市场表现及其特点进行分析盘点,一方面便于读者了解,更希望能在总结的基础上推进2007年广播的新发展。
The history of radio and television advertisements in China is like a history book that verified the development of broadcasting media. Unfolding yellow pages Review history, we can easily find the radio has gone through a century of vicissitudes of life. After the beginning of the 1980s, when broadcasting lapsed behind the burden of the “weaker media”, it started to decline until the peak of 2003. 2003 is the inflection point of radio, is the radio people’s festivities. Xu Guangchun, deputy director of the Central Propaganda Department and director of the State Administration of Radio, Film and Television, pointed out that the SARFT designated 2003 as the “Year of Broadcasting Development.” Since then, radio and television advertisements have risen sharply each head of major media and become the “ ”, Received a strong effect. The continuous rise of radio advertisements in 2006 has even become the focus of the mass media and the public. In view of this, I think it is necessary to analyze the status of China’s advertising market, the market performance of radio ads and their characteristics inventory, on the one hand to facilitate readers to understand, but also hope to be able to promote the 2007 broadcast new developments.