The Study On The Management Issues Of Radio Advertisements

Except the government supplies some funds,the advertisement income is the main source of earnings for the radio station.At the audience and influence,radio seems not catch up with TV and net.In the fierce and multivariate media competition,how can radio station adjust advertisement operation plan,make best of its advantage,and develop steadily its advertisement income is an important problem for the survive of radio station.Indeed,the birth of a new medium can't stand the death of the old medium.The new medium is just more advanced and perfect in the skill and function.But for the radio,its spread speed,remarkable for both voice and expression can go beyond other media.So,if the radio station wants to enhance its competitiveness,it must establish the idea of serving the audience.From studying radio programme,advertisement and audience attention resources,analyses the market economy,social humanities and advertisement market of the radio frequency covering square,and then explore to proceed professional and humanistic service in the advertisement operation.At last,construct programme,market,service three-dimensional radio advertisement operation truss,and realize the new development of radio advertisement.This paper combines our country's radio advertisement's peculiarity and operation in recent years,from the ecoenvirment of radio advertisement,deeply analyses the audience and enterprise how to throw the advertisements.Basing on our country's radio advertisement operation situation,I directly raise some opinions and suggestions,and hope to arrange radio advertisement plan,adjust strategies,in order to welcome the new chance and peak of the radio advertisement.