本刊定下“广告主眼中的广告公司”这个选题,正值众多企业(即广告主)为新的一年制定广告投放计划。从广告业三大构件看,企业对广告费的资金流向及分配起着不可动摇的决定作用。对企业来说,广告只是其经营中的一个部分,是其营销组合中的一个元素但对广告公司来说,广告却是其经营的全部,是其收入的唯一来源。显然,广告公司是处于弱势的,从这个角度看,广告主与广 The issue of “advertisers in the eyes of advertisers,” the topic, many businesses (ie, advertisers) for the new year to develop advertising plan. Judging from the three major components of the advertising industry, the enterprises play an unshakable role in determining the capital flow and distribution of advertising expenses. For businesses, advertising is only one part of its business, an element of its marketing mix, but for an advertising agency, advertising is all it does and is the only source of revenue. Obviously, the advertising company is in a weak position, from this perspective, advertisers and wide