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作为以信息产业为经济属性的广播,虽然在发挥其频率、人才、专业等资源优势,进行信息服务等许多方面有着广阔的发展前景,但就目前多数电台的实际状况来看,在相当长的一段时间内,广播广告业务还是其主要的经营渠道和重要的经济来源。因此,对广播广告的研究与反思是在市场经济条件下广播业发展的重要一环。一、广播广告的经营现状八十年代初,广告开始成为经济生活中的一件大事,但媒体广告还处
As a radio broadcasting with economic attributes of the information industry, it has broad prospects for development in many aspects such as giving full play to its resources such as frequency, talents and specialties and conducting information services. However, judging from the current actual situation of most radio stations, there is a long way to go For a period of time, the radio advertising business is still its main business channel and an important source of income. Therefore, research and reflection on radio advertisements are an important part of the development of the broadcasting industry in the market economy. First, the status of radio advertising business The early eighties, advertising began to become a major economic life, but the media is still advertising