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由于新媒体的冲击和媒体竞争的加剧,近年来广播广告的投放量持续走低,广播广告的质量也低于传统四大媒体广告的一般水平。本文分析了广播广告口碑不好的原因,并对如何提升广播广告的格调提出了一些建议。
Due to the impact of new media and the intensification of media competition, the volume of radio advertisements kept dropping in recent years, and the quality of radio advertisements is also lower than that of the traditional four major media advertisements. This article analyzes the reasons for the poor reputation of radio advertising and offers some suggestions on how to improve the style of radio advertising.