本文从社会主义市场经济下企业营销的角度,介绍了广告及其相关的基本概念、市场营销的核心理论、广告在企业营销中的位置和作用、产品生命周期与广告投入、广告与公关的关系以及企业广告组织的基本模式等内容,旨在使企业营销在市场竞争机制下,正确地运用广告这一重要的促销手段,赢得更佳的经济效益。 This article describes the advertising and its related basic concepts, the core theories of marketing, the position and function of advertising in corporate marketing, the relationship between product life cycle and advertising investment, advertising and public relations, from the perspective of corporate marketing in a socialist market economy. As well as the basic models of corporate advertising organizations, the aim is to make corporate marketing use advertising as an important marketing tool under the market competition mechanism to win better economic benefits.