How do Media and Advertising Work Together?

Media and Advertising have a mutually dependent relationship. Most advertising is a result of what happens in the Media, and Media would lose a ton of recognition if it were not for advertising. For example, in class we have been discussing Tiger Woods pretty religiously. In Tiger's most recent ad he is talking to a voice which can be recognized as Mr.Woods passed father. Without all the media attention on Tiger Woods this ad clearly wouldn't have the attention and amount of viewing that it currently possess, in fact, the ad would make very little sense to any of us because we wouldn't have any idea what was going on without the Media. On the opposing side, if Nike, the sponsor of Tiger Woods and that most recent ad had not made an ad, people may have already forgotten about the entire Tiger Woods scandal, and maybe the media wouldn't have such a controversial issue to be able to openly debate about which was as "juicy" lets say.