进入21世纪以来，随着经济的快速平稳发展和广告业的持续兴旺，我国广播广告市场也呈现出快速、健康的增长态势。本书作者崔恒勇是北京印刷学院广告专业的青年教师，我作为和他同一年进入这所学校的同事，深深感觉到这个年轻人对广告的巨大热情。在一起工作的几年里，对他深厚的学养和精湛的业务水平有了一个肯定的判断。他在其职业生涯中写下的第一本教材以广播广告为题，这让我很佩服他的学术眼光，通读全书之后，对其学术造诣也有颇多领会，这使我很骄傲地写下这些文字，作为本书的序。(Entering the 21st Century, with the rapid and stable development the economy and the constant prosperity of the advertising industry, China's broadcast advertising industry shows a booming and healthy momentum of development.The author is a professional young teacher of the Advertising Major of Beijing Institute of Graphic Communication. His great passion on the advertising business has deeply touched me.After several years of work with him, I recognize his knowledge and business skills.His first textbook is themed on the broadcast advertising. I admire his academic insight. I also learn a lot from the book. Therefore, I prepare this foreword with pride.)