The Problems And Countermeasures Of Advertising Management In China's Radio And Television Programs

At present,China is in the era of rapid development of commodity economy,advertising in its own way,participates in marketing,is a common means to expand sales and improve the competitiveness of the producer.According to the State Administration of radio,film and television(SARFT 2010 blue book report,in 2009,China's Radio and television advertising revenue over the same period increased nearly 18 percent,income up to about seventy billion yuan,visible,growing broadcasting and TV advertising industry has in economic development occupy the important position.Advertising in the dissemination of information and communication values,while interactive lead consumers to produce a positive,to some extent affect people's consumption patterns and consumption rhythm.Everything has two sides,in radio and television advertising the rapid development at the same time,it also causes many problems,such as many kinds of goods wantonly false advertising;TV shopping advertisement and time;star advertising is widespread,long time repeatedly repeated TV shopping;use the psychology of audience and the identity of the children the image of advertising and foreign image advertising;advertising level is inferior,cause visual pollution is serious;the level of public advertisements uneven in quality etc.,these problems are illustrated for the necessity of advertisements on radio and TV regulation,determined by the administrative department for Industry and Commerce and other departments to coordinate the advertising supervision and management system,but the system itself regulation also has many problems,this paper will expound one by one.Some solutions for these problems,for example,operate in accordance with the law,strengthen self-discipline;strengthen coordination management,perfect the supervision system;strengthen the leadership,ensure the implementation of measures;advertising for "integrity" broadcast;promote the moral cultivation of advertisements on radio and TV industry development etc..Only in this way can we ensure the correct and positive consumption of radio and TV advertisements.China's advertising industry has developed for only a few decades,while the advertising industry in western developed countries has matured.This article analyzes some other western countries' radio and television advertising management features,combined with China's characteristics,and puts forward some appropriate opinions and suggestions.This article is divided into five parts.The first part is the introduction,which expounds the development of China's Radio and television advertising,and summarizes the stages and development of China's Radio and television advertising.Secondly,the total number of related concepts and theories,as well as the differences and Inspirations of western countries' advertising management system and our country,and analyzes the importance and significance of strengthening supervision.Third is elaborated our country broadcast television advertisement supervising and managing present situation.Fourth,it lists and analyzes the problems and reasons of advertising management in China's Radio and TV programs.Finally,combining the results of the first four parts of this article,we put forward some suggestions for the improvement of the advertising supervision of China's Radio and television.