摘要
Abstract
In the era of integrated media,radio and television media are gradually transforming and upgrading towards the direction of"four modernizations",and the pace is constantly accelerating.While creating favorable conditions for the development of radio and television media,higher requirements have also been put forward for their advertising operations.This requires radio and television media to change their mindset,keep up with the development situation of the times,combine their own current situation,innovate development strategies around advertising management,and improve the overall efficiency of advertising management.Utilize advertising to generate revenue and support the development of the broadcasting and television industry.Based on the new era environment,this article analyzes the effectiveness and challenges of radio and television advertising management.Starting from enhancing brand awareness,strengthening business management,expanding advertising marketing carriers,and building a high-quality talent team,it focuses on exploring the optimization path of radio and television advertising management.The purpose of this study is to provide reference for relevant personnel,increase advertising revenue of radio and television media,and promote the long-term sustainable development of the radio and television media industry.关键词
电视媒体/广播电视/广告经营/品牌经营/新媒体Key words
television media/radio and television/advertising business/branding business/new media分类
社会科学
