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电视的迅猛发展使广播的阵地不断被蚕食,第四媒体——因特网又向传统大众媒介发起了冲击。这使当今的广播广告与20世纪上半叶的辉煌时代不可同日而语。就连一些广播人自己也认为广播是一种夕阳媒体,再没有什么发展余地了。有些广告公司在为客户制定媒体计划时,也很少把广播包括在内,似乎广播是可以忽略不计的媒体。广告客户更是认准了电视台,甚至不惜一掷千金,对广播却提不起一点兴趣。
With the rapid development of television, radio positions have been continuously eroded. The fourth media, the Internet, has also launched an impact on the traditional mass media. This makes today’s radio ads quite different from the glorious era of the first half of the 20th century. Even some broadcasters themselves consider broadcasting a sunset media, with little room for development. Some advertisers rarely include broadcasts when developing media plans for their clients, and it appears that broadcasting is a negligible medium. Advertisers are more focused on the television station, or even spend money or even spending, but can not afford to broadcast a little bit of interest.