通过广告打造品牌资产[外文翻译]

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1、（二）标题：BuildingBrandEquityThroughAdvertising原文：LearningfromBrandEquityResearchtoBuildAdsThatBuildBrandsYearsofresearchhaveshownthatconsumerperceptionsandattitudes-measuredcollectively,andcommonlydescribedasconsumerBrandEquity-haveadirectrelationshiptoabrand'smarketpositiona

2、ndbusinessresults.MarketersrelyonadvertisingasoneprimarytooltodevelopandnurtureBrandEquity.Thispaperwillsharesomefindingsthatlookatadvertising,asacontributortoBrandEquity-specifically,howBrandEquitymeasurescancontributetothedevelopmentandevaluationofadvertisingatthepretest

3、stage,inacopytest.Short-TermImpactand_Long-TermBrandEquityHistorically,pretest(copytest)measuresaredesignedprimarilytoevaluateanad'spotentialimpactintheshortterm.Weusestandardizedmeasuresofthead'spotentialtobenoticedandremembered;toregisterthebrandnameandconveyitsmessageor

4、image;toreinforceloyaltyorpreferenceamongcurrentbuyers;andtopersuadeconsumerstobuyorusethebrand.Previousstudies,manyofthempresentedattheARFovertheyears,havevalidatedthesepretestmeasuresinrelationtoinmarketresults-typicallyintermsofsalesvolumeorshare,andsometimesawareness,f

5、ortheperiodduringorimmediatelyfollowingthead'srun.Sothesepretestmeasureshaveademonstratedabilitytoidentifyandquantifytheshort-termeffectivenessofindividualads.Butmarketersalsowantadvertisingtobuildtheirbrandsinthelongterm.Somestudieshavefocusedonthelong-termeffectsofadvert

6、ising,ayearormorebeyondthead'srun.Theyshowthatsomeadsareeffectiveintheshorttermandthelongterm,whilesomeareeffectiveonlywhiletheyrun.However,wehaveyettoseeanyevidenceofadsthatcontributetobusinessresultsinthelongtermwithoutanymeasurableshort-termimpact.Sowecouldsaythatshort-

7、termeffectivenessisnecessary,butnotsufficient,toproducelong-termresults.Thisraisestheobviousquestion,howcanwemeasureanad'spotentialtobuildthebrandinthelongterm-todeveloporreinforceBrandEquity?OneapproachcomesfromourlearningaboutBrandEquity.Toshowhowthatappliestocopytesting

8、,wehavetostartattheotherend:withmeasuresofconsumerBrandEquity,inmarket.MeasuringBrandEqui