融合模式下的广播广告经营应该将自有新媒体和社会上新媒体的管理、技术、传播优势碎片化,全面应用到广播广告的经营管理和传播当中,实现新媒体在广播广告内容传播和经营中的全方位、全过程渗透。今天,广播电台的主要可支配收入还是来源于广告,但广播广告的经营方式及经营收入正在受到新兴媒体和电子商务的严重冲击和瓜分。从发展趋势上看,推动广播电台与新兴媒体融合发展,实现优势互补、一体化发展,是广播电台发展的必然方向。很多广播电台正是看到这样的 Radio and television advertising under the integrated mode should be applied to the management and dissemination of radio and television advertisements in a way that enables the management of new media and the new media in society to be fragmented, In all directions, the whole process of infiltration. Today, the main disposable income of radio stations is still derived from advertisements. However, the operating mode and operating income of radio advertisements are being severely affected and divided by emerging media and e-commerce. From the perspective of development trend, it is the inevitable direction for the development of radio stations to promote the integration and development of radio and emerging media and realize the complementary advantages and integrated development. Many broadcasters just see this