媒介(包括广告公司)与企业的相互关系是一个既不易处理好,又必须处理好的难题。近十几年来,二者任恩恩怨怨中不断发展着、壮大着,在荣荣辱辱中不断认识着、调整着他们的相互关系。媒介和企业这一矛盾的统一体,既有相互依存的一面,又有相互对立的一面。双方虽然有着各自不同的特殊利益这一矛盾,但它们在根本利益上却是一致的。人们在实践中逐渐认识到二者一损俱 The interrelationship between media (including advertising companies) and enterprises is a difficult problem that cannot be handled well and must be handled well. In the past decade or so, both of them have continued to develop and grow in their grievances, and they have continuously recognized and adjusted their mutual relations in the glory and disgrace of Rongrong. The contradiction between the media and the enterprise has both a mutually dependent side and a mutually opposing side. Although the two sides have their own contradictions of special interests, they are consistent in their fundamental interests. In practice, people gradually realize that they are both