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广告主、广告公司、广告媒体构成了广告业的三大支柱。在广告活动中,广告主决定着广告费的资金流向及其分配,广告公司负责调研、定位、创意、表现等活动,媒体从事广告信息的发布。广告活动水平的高低,很大程度上取决于广告主所选定的为之服务的广告公司的水平。广告主的广告实施中一个重要问题就是如何选择和确定广告公司,选择广告公司策略成为广告主广告活动中的最重要一环。
Advertisers, advertising companies, and advertising media constitute the three pillars of the advertising industry. In advertising campaigns, advertisers determine the flow of funds for advertising expenses and their distribution. The advertising company is responsible for research, positioning, creativity, performance, and other activities. The media engages in the dissemination of advertising information. The level of advertising activity depends to a large extent on the level of the advertising company selected by the advertiser to serve. An important issue in the advertisement implementation of advertisers is how to select and determine the advertising company, and the strategy of selecting the advertising company becomes the most important part of the advertising campaign of the advertiser.