广告公司与广告主、广告媒介构成了广告业发展中的三角关系。在这三角关系中,广告公司处于“讨饭吃”的“尴尬”地位。虽然广告公司在广告代理业中处于核心位置,广告业的水平主要是看广告公司的水平,但由于广告公司手中的资源有限,广告主、广告媒介有着明显的优势。这种被动的局面使广告公司长期处于不稳定的状态,有人形容广告行业是“你方唱罢我登场”。再加上WTO后外资广告公司大举进入中国,使我国 Advertising agencies and advertisers, advertising media constitute the advertising industry in the development of triangular relations. In this triangle, the advertising company is in an “embarrassment” position for “begging for food.” Although advertising agencies are at the center of the advertising agency industry, the level of advertising is mainly based on the level of advertising agencies. However, advertisers and advertising media have obvious advantages due to the limited resources of advertising agencies. This passive situation makes the advertising company in an unstable state for a long time. Some people describe the advertising industry as “you sing it to me.” Coupled with the WTO after the foreign advertising company into China in large scale, so that China