广告公司的核心职责是通过架设一种沟通渠道,让品牌信息有效地传递给消费者,从而促成消费者对于品牌的认同和接受。然而不同于品牌拥有者,广告公司一定要有企业本身不具备的专业能力,方能够承担起这样的职责。也就是说,广告公司对于市场、品牌和消费者以及媒介环境都必须有区别于客户的独立的专业认知,才能够代位行使这样的职责。广告公司的专业价值就体现在这里。 The core responsibility of the advertising company is to set up a communication channel so that the brand information can be effectively delivered to the consumers so as to promote consumers’ acceptance and acceptance of the brand. However, different from the brand owner, advertising companies must have the company’s own expertise, can afford to do such a job. In other words, an advertising agency must have an independent, professional knowledge of the market, brand, consumer, and media environment that distinguishes itself from the client in order to perform such duties on behalf of the client. The advertising company’s professional value is reflected here.