信息社会媒体竞争激烈。能否及时、灵活地调整广告经营思路,发挥自身优势,稳步提升支撑媒体运作的广告收入,愈来愈成为广播电台生存和发展的重要问题。上世纪八十年代,是我国广播广告市场的恢复期。当时许多电台把光会“嘴皮子”不会“笔尖子”的非业务骨干“发配”到广告部去等广告或拉广告。如今,广告进入市场化,广告经营者的地位在提高,对其要求的素质标准也在提高:不仅要具备广告专业知识,还应掌握与广告学有关的市场经济、社会和人文学科的知识。唯其如此,才能适应不断变化的竞争激烈的广告经营市场。 Information and social media are highly competitive. Whether we can timely and flexibly adjust advertising management ideas and exert our own advantages and steadily enhance the advertising revenue that supports the operation of the media has increasingly become an important issue for the survival and development of radio stations. The eighties of last century, is China’s recovery of radio advertising market. At that time, many radio stations called “advertising” or “advertising” advertisements to non-business backbone of “pencils”. Today, advertising is marketized and its position as advertisers is on the rise. Standards of qualifications required for it are also rising: not only must they have advertising expertise, but knowledge of marketing economics, social and humanities related to advertising. Only in this way can we adapt to the ever-changing and highly competitive advertising market.