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'smarketpositionandbusinessresul

2、ts.MarketersrelyonadvertisingasoneprimarytooltodevelopandnurtureBrandEquity.Thispaperwillsharesomefindingsthatlookatadvertising,asacontributortoBrandEquity-specifically,howBrandEquitymeasurescancontributetothedevelopmentandevaluationofadvertisingatthepreteststage,inacopytest.Short-TermIm

3、pactand_Long-TermBrandEquityHistorically,pretest(copytest)measuresaredesignedprimarilytoevaluateanad'spotentialimpactintheshortterm.Weusestandardizedmeasuresofthead'spotentialtobenoticedandremembered;toregisterthebrandnameandconveyitsmessageorimage;toreinforceloyaltyorpreferenceamongcurr

4、entbuyers;andtopersuadeconsumerstobuyorusethebrand.Previousstudies,manyofthempresentedattheARFovertheyears,havevalidatedthesepretestmeasuresinrelationtoinmarketresults-typicallyintermsofsalesvolumeorshare,andsometimesawareness,fortheperiodduringorimmediatelyfollowingthead'srun.Sothesepre

5、testmeasureshaveademonstratedabilitytoidentifyandquantifytheshort-termeffectivenessofindividualads.Butmarketersalsowantadvertisingtobuildtheirbrandsinthelongterm.Somestudieshavefocusedonthelong-termeffectsofadvertising,ayearormorebeyondthead'srun.Theyshowthatsomeadsareeffectiveintheshort

6、termandthelongterm,whilesomeareeffectiveonlywhiletheyrun.However,wehaveyettoseeanyevidenceofadsthatcontributetobusinessresultsinthelongtermwithoutanymeasurableshort-termimpact.Sowecouldsaythatshort-termeffectivenessisnecessary,butnotsufficient,toproducelong-termresults.Thisraisestheobvio

7、usquestion,howcanwemeasureanad'spotentialtobuildthebrandinthelongterm-todeveloporreinforceBrandEquity?OneapproachcomesfromourlearningaboutBrandEquity.Toshowhowthatappliestocopytesting,wehavetostartattheotherend:withmeasuresofconsumerBrandEquity,inmarket.MeasuringBrandEqui