该篇文章立足于区域电视台的实践,反思了电视台在和广告公司、广告主的合作过程中出现的诸多问题,并试图提出解决问题的思路和方法。在保证广告主利益的前提下,作者提出了“保证广告效果”是媒体和广告公司重新思考其能力和定位的出发点和落脚点。而媒体和广告公司的有效合作成为影响广告效果的关键性要素。 Based on the practice of regional television stations, this article reflects on the many problems that television stations face in the cooperation with advertising agencies and advertisers, and tries to put forward the ideas and methods to solve the problems. Under the premise of ensuring the interests of advertisers, the author put forward the “guarantee advertising effectiveness” is the starting point and the foothold of the media and advertising companies to rethink their capabilities and positioning. The effective cooperation of the media and advertising companies has become a key element affecting the effectiveness of advertising.