外文翻譯---通過(guò)廣告打造品牌資產(chǎn)

1、<p>　　（二）標(biāo)題：Building Brand Equity Through Advertising</p><p>　　原文：Learning from Brand Equity Research to Build Ads That Build Brands</p><p>　　Years of research have shown that consumer perc

2、eptions and attitudes - measured collectively, and commonly described as consumer Brand Equity - have a direct relationship to a brand's market position and business results. Marketers rely on advertising as one prim

3、ary tool to develop and nurture Brand Equity. This paper will share some findings that look at advertising, as a contributor to Brand Equity - specifically, how Brand Equity measures can contribute to the development and

4、 evaluation of ad</p><p>　　Short-Term Impact and _ Long-Term Brand Equity</p><p>　　Historically, pretest (copytest) measures are designed primarily to evaluate an ad's potential impact in th

5、e short term. We use standardized measures of the ad's potential to be noticed and remembered; to register the brand name and convey its message or image; to reinforce loyalty or preference among current buyers; and

6、to persuade consumers to buy or use the brand. Previous studies, many of them presented at the ARF over the years, have validated these pretest measures in relation to inmarket </p><p>　　But marketers also w

7、ant advertising to build their brands in the long term. Some studies have focused on the long-term effects of advertising, a year or more beyond the ad's run. They show that some ads are effective in the short term a

8、nd the long term, while some are effective only while they run. However, we have yet to see any evidence of ads that contribute to business results in the long term without any measurable short-term impact. So we could s

9、ay that short-term effectiveness is necessar</p><p>　　This raises the obvious question, how can we measure an ad's potential to build the brand in the long term - to develop or reinforce Brand Equity? On

10、e approach comes from our learning about Brand Equity. To show how that applies to copytesting, we have to start at the other end: with measures of consumer Brand Equity, in market.</p><p>　　Measuring Brand

11、Equity</p><p>　　Our measure of Brand Equity comes from a model that uses a handful of standardized attitude measures that are generalizable across brands, business sectors, and markets. In a study representi

12、ng 200 different brands from 40 different product and service categories, comprising over 12,000 consumer interviews for over 200,000 individual brand assessments, these measures have been validated in relation to market

13、 variables and business outcomes - what we like to call "Brand Health."</p><p>　　It is important to understand how the model works to measure Brand Equity. The overall construct that we call "

14、Brand Health" depends on three major factors: Brand Equity perceptions, Consumer Involvement with the category, and Price/Value perceptions. These are derived measures, based on a series of standard rating scales.&

15、lt;/p><p>　　The Brand Equity measure summarizes consumer perceptions on five dimensions: Familiarity, Uniqueness, Relevance, Popularity, and Quality. Involvement reflects consumers' reported sensitivity to

16、brand differences, how much brands matter to them in this category; and Price represents the perceived price/value relationship. To line up these ratings with business results, we also need to account for brand size.<

17、/p><p>　　The derived measure of Brand Health shows a strong correlation with consumers' reported brand loyalty, commitment, purchase intent ratings, and price sensitivity. At the brand level, we also find a

18、 strong relationship to market share, and to five-year trends in share and profitability.</p><p>　　Advertising and _Brand Equity</p><p>　　This begs the question: "If Equity drives the Brand

19、, what drives Equity?"</p><p>　　We went looking for answers in a follow-up study, that we reported at last year's Week of Workshops3. This study was more focused than the first one, concentrating on

20、 79 brands from 20 different categories of FMCGs with a relatively high penetration - in all, over 2,700 consumers gave more than 10,000 brand assessments.</p><p>　　Each brand was rated on our five Equity di

21、mensions, and also on several factors that we thought should contribute to Brand Equity - including perceptions of the advertising. Specifically, we asked whether they recalled advertising for the brand and if so, whethe

22、r they felt the advertising had a favorable impact on their opinion of the brand.</p><p>　　Advertising was not the biggest factor contributing to Equity; product and package performance, the "look and f

23、eel" of the brand, and the brand name itself, each had a stronger correlation to Equity than advertising had. But favorable ad awareness also had a significant relationship to Equity. In particular, it contributed t

24、o ratings for Familiarity and perceived Uniqueness - qualities that have a logical relationship to advertising. </p><p>　　But why is advertising correlated with Equity at lower levels than these other variab

25、les? One possibility is that advertising influences these other perceptions indirectly, but more strongly than consumers think it does. And of course, the brands would vary in the level and quality of their advertising s

26、upport. In any case, perceptions of the advertising are correlated with Equity. This confirms our belief that advertising contributes to Brand Equity, or at least, that it can - which points to t</p><p>　　Co

27、py Test Measures for_Brand Equity</p><p>　　At around the same time as this study, we began to include the five Equity ratings in the Diagnostic segment of our copy test. Of course, "equity" is not

28、a property of an individual ad; it's a property of the brand. But in a copy test that measures consumers' perceptions and reactions to an ad execution, we should be able to measure its potential to enhance or rei

29、nforce brand perceptions. Equity studies typically reference attributes specific to a brand or category, to identify the unique "equit</p><p>　　Here's a quick summary of the copytest methodology tha

30、t we call Next*TV: A nationally distributed sample is recruited to the survey by telephone, in the guise of a "program evaluation study." Qualified recruits get a packet in the mail with a VHS tape that has a h

31、alf-hour sitcom, with commercials embedded in the program, and instructions for the study. The next day we contact them again by phone to ask questions about the program, and to collect day-after recall measures for the

32、test ads.</p><p>　　After the recall measures, we administer a monadic exposure to selected test ads, which are "hidden" at the end of the tape. From this monadic exposure, we collect communication

33、and reaction measures, Purchase Intent, and Brand Attribute Ratings. Purchase Intent and Attribute Ratings are also collected for a matched Control group that answers the same question about the brand, but without exposu

34、re to the test ad. We get ratings for the Equity*Builder items developed in our Brand Equity research-</p><p>　　First, we see that individual ads do tend to produce a positive change in these ratings, compar

35、ed with Control group data collected for each brand without test ad exposure. Second, we see that the average ratings on these items, across all brands, are similar to the average ratings we've seen in our Brand Equi

36、ty database. And if we apply the Equity*Builder model to calculate an Equity Index, the copytest Control groups show the same distribution as the brands in our Equity database.</p><p>　　Calculating the same

37、index for each test ad, we see a lot of variation across executions - but of course a lot of that variation is due to differences in the brands, to begin with. If we take the difference, the increment above Control group

38、 levels, for each ad test, we find consistent discrimination between Test and Control - that is, most ads do produce a positive change from their starting levels. And we see a wide range of variation across ads: some do

39、a lot more than others to enhance Equit</p><p>　　These results confirm our expectations. The data show that:</p><p>　　1Validated Brand Equity measures can be transferred to the copytest;</p&

40、gt;<p>　　2Data distributions indicate we are measuring substantially the same things; so </p><p>　　3We can evaluate and discriminate between individual ads, based on their potential to enhance or re

41、inforce perceptions that drive Brand Equity. </p><p>　　This is useful in itself, because it provides an added dimension to the pretest assessment. For individual ads, however, thetraditional measures of imme

42、diate impact remain the primary criterion for evaluation. How are these related to the Brand Equity measures?</p><p>　　Equity Measures and Ad Recall</p><p>　　First, let's take a look at our

43、measures for Recall. If we divide the ads into thirds (high, middle, and low), based on their Equity Index, we see that brandassociated Related Recall is higher for ads that get higher Equity ratings.</p><p>

44、;　　This is day-after Related Recall, on a brand-aided basis, and validation studies tell us it's associated with awareness, or "rate of delivery." There's less difference in Measured Attention, our aide

45、d recognition of the creative execution; the difference in overall Recall is mostly due to higher Brand Linkage, a derived measure that represents brandassociated recall among those who notice and remember the ad itself.

46、</p><p>　　It's interesting, also, to see how these test measures relate to the individual "components" of Brand Equity. In particular, higher levels of ad Recall and Brand Linkage are associate

47、d with higher ratings for perceived Uniqueness, Familiarity, and (to some extent) Relevance of the brand.</p><p>　　These are not extremely strong relationships; they are statistically significant, but not pr

48、imary drivers of Recall. But it's clear that brands that have higher Equity ratings also enjoy at least a small advantage for their ads in being noticed, remembered, and especially, branded. Now let's look at Per

49、suasion.</p><p>　　Equity Measures and Persuasive Impact</p><p>　　We already know, from our Brand Equity studies, that the Equity Index and its components are directly correlated with Purchase In

50、tent (PI) for the brand. In our copytest, we turn Purchase Intent into a Persuasion measure by evaluating the change in PI for the ad, compared to its matched Control group with no ad exposure. Since the Equity measures

51、are already correlated with PI in the Control group, we need to take the Equity ratings for each ad as a change score too, relative to its Control grou</p><p>　　This relationship holds for each of the compon

52、ents of the Equity Index: Familiarity, Uniqueness, Relevance, Popularity, and Quality.</p><p>　　Conclusions</p><p>　　We've demonstrated an ability to evaluate and differentiate ads on the ba

53、sis of their potential to enhance or reinforce Brand Equity. But more than that, the relationship between sales - validated measures of short-term advertising impact, on the one hand, and market-validated measures of Bra

54、nd Equity, on the other, is both compelling and useful.</p><p>　　It shows that immediate and long-term objectives are compatible, and may be mutually supportive. It means the Equity ratings add a new Diagnos

55、tic dimension to the copytest, to help advertisers understand and optimize performance on the short-term measures. As some of these tested ads find their way into media schedules and the brands are measured again in our

56、longitudinal studies, we expect to see that ads that move these Equity ratings, in the copytest, will build Brand Equity in the long term.</p><p>　　出處：Dave Walker. Building Brand Equity Through Advertising.

57、ARF Week of Workshops, 2002, 8 .</p><p>　?。ǘ?biāo)題：通過(guò)廣告打造品牌資產(chǎn)</p><p>　　譯文：從品牌資產(chǎn)研究中學(xué)習(xí)建立廣告、打造品牌</p><p>　　多年的研究表明，消費(fèi)者的觀念和態(tài)度- 通過(guò)全體測(cè)量，并通常被描述為消費(fèi)者品牌資產(chǎn)-直接關(guān)系到提高到一個(gè)品牌的市場(chǎng)定位和經(jīng)營(yíng)成果。市場(chǎng)主體依靠廣告為主要的途徑來(lái)發(fā)展

58、和培育品牌資產(chǎn)。本文將分享一些成果，將廣告作為品牌資產(chǎn)的貢獻(xiàn)者--特別是如何測(cè)量品牌資產(chǎn)才能在副本測(cè)試的預(yù)試階段來(lái)促進(jìn)廣告的發(fā)展和評(píng)估在預(yù)試階段副本測(cè)試。</p><p>　　短期碰撞和長(zhǎng)期品牌價(jià)值</p><p>　　過(guò)去，從短期來(lái)說(shuō)，預(yù)測(cè)方法只要被用來(lái)評(píng)價(jià)一個(gè)廣告的現(xiàn)在影響力。我們用標(biāo)定廣告的潛力來(lái)告知和記住，注意品牌名字和傳達(dá)它的信息或圖片，加強(qiáng)忠誠(chéng)或偏愛(ài)其中當(dāng)前的買(mǎi)方，說(shuō)服消費(fèi)者購(gòu)

59、買(mǎi)或用牌。</p><p>　　短期效應(yīng)和長(zhǎng)期品牌資產(chǎn)</p><p>　　以往，預(yù)測(cè)評(píng)估是用來(lái)初步評(píng)估一個(gè)廣告的短期潛在影響。我們用標(biāo)準(zhǔn)化的方式來(lái)評(píng)估廣告潛在的吸引力；注冊(cè)品牌名及傳播信息和影像；在現(xiàn)有買(mǎi)家中加強(qiáng)忠誠(chéng)度和表現(xiàn)；以及說(shuō)服消費(fèi)者購(gòu)買(mǎi)使用品牌。在以往的許多研究中顯示ARF歷經(jīng)多年，證實(shí)了這些預(yù)測(cè)評(píng)估與市場(chǎng)結(jié)果的關(guān)聯(lián)性–一般與在廣告播放后短期內(nèi)的營(yíng)業(yè)額或者市場(chǎng)份額，及知曉度相關(guān)。

60、所以預(yù)測(cè)評(píng)估能實(shí)際確定量化獨(dú)立廣告的短期效力。</p><p>　　但是，市場(chǎng)同時(shí)要求廣告建立他們長(zhǎng)期的品牌。有些研究著眼與廣告的長(zhǎng)期效力，一年或者超出廣告的運(yùn)行時(shí)間。研究顯示，有些廣告在短期和長(zhǎng)期都有效力，有些只在廣告的運(yùn)行時(shí)間內(nèi)有效力。但是，如果不對(duì)短期影響做出評(píng)估，我們還沒(méi)有發(fā)現(xiàn)任何證據(jù)證實(shí)廣告對(duì)商業(yè)結(jié)果的長(zhǎng)期有利影響。所以我們可以說(shuō)短期的效力是必要的，但對(duì)產(chǎn)生長(zhǎng)期效益不是不是充分條件。</p>

61、<p>　　這產(chǎn)生了一個(gè)明顯的問(wèn)題，我們要怎樣評(píng)估一個(gè)廣告是否有潛力建立長(zhǎng)期品牌–發(fā)展和加強(qiáng)品牌資產(chǎn)。有一個(gè)解決方法來(lái)自我們學(xué)習(xí)品牌資產(chǎn)。顯示如何應(yīng)用于廣告原稿測(cè)試，我們必須從另一頭開(kāi)始：在市場(chǎng)中評(píng)估測(cè)量消費(fèi)者的品牌資產(chǎn)。</p><p><b>　　評(píng)估品牌資產(chǎn)</b></p><p>　　一種評(píng)估品牌資產(chǎn)的方式來(lái)自一個(gè)普遍應(yīng)用于品牌，商業(yè)部門(mén)，和市場(chǎng)

62、中使用少數(shù)標(biāo)準(zhǔn)化態(tài)度測(cè)量模式。在一個(gè)囊括了40多個(gè)產(chǎn)品和服務(wù)的200多個(gè)不同品牌，包含對(duì)200000多個(gè)品牌評(píng)定的12000多個(gè)消費(fèi)者采訪的研究中，這些評(píng)估被證實(shí)與市場(chǎng)變量和商業(yè)成果有關(guān)–即我們常說(shuō)的“品牌健康”。這對(duì)我們理解模式怎么工作評(píng)估品牌資產(chǎn)非常重要。我們所說(shuō)的品牌健康的整體概念取決于三個(gè)主要因素：品牌資產(chǎn)觀念，消費(fèi)者的參與度，價(jià)格/價(jià)值觀念。這些是衍生的評(píng)估測(cè)量方法，以一系列標(biāo)準(zhǔn)化比例為基礎(chǔ)。</p><p

63、>　　品牌資產(chǎn)評(píng)估總結(jié)概括消費(fèi)者觀念于五個(gè)規(guī)格：熟悉，獨(dú)特，相關(guān)，普及，質(zhì)量。參與度反應(yīng)了消費(fèi)者對(duì)不同品牌的敏感度，在一定范圍內(nèi)他們對(duì)多少品牌在意；價(jià)格代表了認(rèn)知到的價(jià)格/價(jià)值的關(guān)系。排列這些等級(jí)與商業(yè)結(jié)果，我們還需要考慮品牌尺寸。</p><p>　　品牌健康的衍生評(píng)估顯示了消費(fèi)者報(bào)告的對(duì)品牌的忠誠(chéng)，認(rèn)同，購(gòu)買(mǎi)意圖等級(jí)，及價(jià)格敏感度之間一種強(qiáng)烈的關(guān)聯(lián)。在品牌水平上，我們也發(fā)現(xiàn)了市場(chǎng)份額與份額利潤(rùn)五年內(nèi)的趨

64、勢(shì)的強(qiáng)烈的相關(guān)性。</p><p><b>　　廣告和品牌資產(chǎn)</b></p><p>　　這要求我們回答一個(gè)問(wèn)題：如果資產(chǎn)效應(yīng)推動(dòng)品牌，什么推動(dòng)資產(chǎn)效應(yīng)？</p><p>　　我們?cè)谏弦荒曛芄ぷ鲌?bào)告的跟蹤調(diào)查中尋找答案。這個(gè)研究比第一個(gè)更加集中，集中注意于20個(gè)FMCGs不同分類(lèi)的79個(gè)品牌，有著相對(duì)高的突破力–總共有超過(guò)2700個(gè)消費(fèi)者給出

65、了超過(guò)10000份的品牌評(píng)估。</p><p>　　每個(gè)品牌都按我們標(biāo)準(zhǔn)評(píng)分，還有幾個(gè)我們認(rèn)為應(yīng)該考慮的其他因素–包括廣告的角度。特別是，我們問(wèn)到消費(fèi)者是否在見(jiàn)到品牌時(shí)會(huì)回想起廣告，如果是，廣告是否對(duì)他們對(duì)品牌的印象有有利的影響。</p><p>　　廣告并不是對(duì)品牌資產(chǎn)影響最大的一個(gè)因素；產(chǎn)品和包裝，品牌的“看和感覺(jué)”，還有品牌的名稱(chēng)，這些都與品牌資產(chǎn)的關(guān)系都比廣告強(qiáng)。但是，好的廣告認(rèn)知

66、度與品牌資產(chǎn)仍舊有很大的關(guān)系。尤其是，廣告對(duì)熟悉和獨(dú)特認(rèn)知的評(píng)分有積極影響–質(zhì)量與廣告有著邏輯上的關(guān)系。</p><p>　　但是為什么廣告比其他因素對(duì)品牌資產(chǎn)的影響小呢？一種可能性是廣告間接的影響著其他因素，但比消費(fèi)者認(rèn)為的要強(qiáng)。當(dāng)然，品牌會(huì)在廣告支持的水平和質(zhì)量上有差異。在任何情況下，廣告的認(rèn)知與品牌資產(chǎn)都有著密切的聯(lián)系。這使我們更加確信廣告有助于品牌資產(chǎn)的累計(jì)，或者可以說(shuō)，至少，它能指出在預(yù)測(cè)中一種評(píng)估廣告

67、潛在的對(duì)品牌資產(chǎn)的有利影響的途徑。</p><p>　　品牌資產(chǎn)的廣告原稿測(cè)試實(shí)驗(yàn)</p><p>　　在進(jìn)行這個(gè)調(diào)查的同時(shí)，我開(kāi)始包含五個(gè)資產(chǎn)排列在圖標(biāo)了部分。當(dāng)然，資產(chǎn)不是個(gè)人廣告的必有因素，這是一個(gè)品牌的必有因素。但是在評(píng)估顧客的感知能力和對(duì)廣告的反應(yīng)能力的廣告原稿測(cè)試中，我們應(yīng)該評(píng)估它能提高和增強(qiáng)品牌感知能力的潛在性。資產(chǎn)特別地研究了品牌或者類(lèi)別的特性參考屬性，并來(lái)定義特殊的在“資

68、產(chǎn)”的位置，區(qū)分個(gè)體品牌。我們也總是評(píng)估廣告原稿測(cè)試。但是在資產(chǎn)建立模型中增加了有用的總體性質(zhì)的向量，我們可以預(yù)先估計(jì)廣告對(duì)建立品牌資產(chǎn)的內(nèi)在性。</p><p>　　在這里，我們對(duì)廣告原稿測(cè)試方法論做一個(gè)小小的總結(jié)：在以評(píng)估實(shí)驗(yàn)的外衣下，通過(guò)電話進(jìn)行全國(guó)性的隨機(jī)分配樣本。先通過(guò)郵件發(fā)送一個(gè)錄像，里面帶那有一個(gè)半小時(shí)情景喜劇，同時(shí)包含廣告內(nèi)容，這個(gè)不知作為實(shí)驗(yàn)框架。第二天，我們電話聯(lián)系之前的用戶(hù)，并對(duì)之前的實(shí)驗(yàn)內(nèi)

69、容進(jìn)行提問(wèn)，手機(jī)反饋信息來(lái)進(jìn)行測(cè)量。反饋測(cè)量以后，我們對(duì)選擇性的廣告進(jìn)行曝露實(shí)驗(yàn)，這將在錄影帶的末尾進(jìn)行。對(duì)這個(gè)曝露，我們可以收集溝通反應(yīng)的測(cè)試，購(gòu)買(mǎi)的意愿和品牌的定位。購(gòu)買(mǎi)意愿和品牌的定位會(huì)通過(guò)一個(gè)控制組來(lái)進(jìn)行測(cè)量，這個(gè)測(cè)試組沒(méi)有進(jìn)行廣告曝露但將會(huì)大關(guān)于品牌的問(wèn)題。我們得到了資產(chǎn)模型里面每個(gè)項(xiàng)目的定位，無(wú)論測(cè)試組還是控制組。通過(guò)這些現(xiàn)成的資料，我們將可以分析他們之間的關(guān)系。</p><p>　　首先，通過(guò)比較控

70、制組的信息，我們發(fā)現(xiàn)對(duì)產(chǎn)品的定位，廣告會(huì)產(chǎn)生正面的影響。第二，我們發(fā)現(xiàn)這些項(xiàng)目的平均定位和我們?cè)谄放瀑Y產(chǎn)數(shù)據(jù)的資料是相一致的。如果我們運(yùn)用資產(chǎn)模型去計(jì)算資產(chǎn)數(shù)值，廣告原稿測(cè)試的控制組將會(huì)展示和在資產(chǎn)數(shù)據(jù)一樣的分布。</p><p>　　通過(guò)每個(gè)測(cè)試廣告的指標(biāo)計(jì)算，我們發(fā)現(xiàn)很多變量，但是在這些變量里，很多事因?yàn)槠放频膮^(qū)別造成的。如果我們考慮這些區(qū)別——控制組的水平增長(zhǎng)量。我們將會(huì)得到測(cè)試組合控制組一致的差值。這就是

71、說(shuō)，廣告對(duì)顧客的購(gòu)買(mǎi)起點(diǎn)產(chǎn)生了正面的改變。我們是可以看到廣告造成的這些改變：一些人比另一些人更能增加資產(chǎn)的感知能力。這些結(jié)果加強(qiáng)了我們的推測(cè)；</p><p>　　1, 廣告原稿測(cè)試可以有效地測(cè)量品牌一致性</p><p>　　2, 樣本分布暗示了我們?cè)跍y(cè)量同樣的東西</p><p>　　3, 通過(guò)個(gè)體廣告增強(qiáng)品牌資產(chǎn)的潛力， 我們可以評(píng)估和區(qū)別個(gè)體廣告的差別。&l

72、t;/p><p>　　這個(gè)實(shí)驗(yàn)本身是有用的,因?yàn)樗峁┝祟A(yù)測(cè)評(píng)估的多樣性。然而對(duì)個(gè)體廣告而言，直接的傳統(tǒng)測(cè)試依然是評(píng)估的標(biāo)準(zhǔn)。那這些標(biāo)準(zhǔn)和品牌資產(chǎn)測(cè)試有多少相關(guān)性呢？</p><p><b>　　資產(chǎn)測(cè)量和廣告回顧</b></p><p>　　首先，讓我們回顧一下我們的測(cè)量。如果我把廣告分成三類(lèi)（高，中和低頻）。我們發(fā)現(xiàn)有更高頻的資產(chǎn)定位的品牌和對(duì)

73、相關(guān)性的回顧更有一致性。</p><p>　　建立在品牌基礎(chǔ)上的，一天時(shí)間后對(duì)商品的回顧和實(shí)效性試驗(yàn)告訴我們這是和意識(shí)相關(guān)的，或者說(shuō)和“傳遞速率”相關(guān)。測(cè)量意識(shí)和我們的創(chuàng)造性感知幾乎沒(méi)有差別。即使有差別也是因?yàn)楦叩钠放葡嚓P(guān)性，一種在看到和記牢廣告本身的實(shí)驗(yàn)者展現(xiàn)品牌相關(guān)性的回顧測(cè)量。</p><p>　　有趣的是這些測(cè)試測(cè)量和品牌資產(chǎn)的個(gè)體組成相聯(lián)系。特別是，高頻的廣告回顧和品牌聯(lián)系度和

74、無(wú)意識(shí)的，熟悉的更相關(guān)性的品牌高定位有關(guān)。但很明顯的是，更高的資產(chǎn)定位賦予他們的廣告很多優(yōu)勢(shì)，這些廣告可以更加被注意，記牢和品牌效應(yīng)化?，F(xiàn)在讓我們看啊看你說(shuō)服性。</p><p>　　資產(chǎn)測(cè)量和說(shuō)服力影響</p><p>　　我們已經(jīng)知道，在我們的品牌資產(chǎn)實(shí)驗(yàn)中，資產(chǎn)指標(biāo)和它的組成部分和品牌的購(gòu)買(mǎi)意圖（PI）息息相關(guān)。在我們的復(fù)制實(shí)驗(yàn)中，我們通過(guò)評(píng)估廣告的PI改變并比較沒(méi)有曝露的控制組，我

75、們把購(gòu)買(mǎi)意圖歸為說(shuō)服力測(cè)量。因?yàn)橘Y產(chǎn)測(cè)量和控制組的PI相關(guān)聯(lián)，我們應(yīng)該通過(guò)對(duì)每個(gè)廣告進(jìn)行資產(chǎn)定位，并且算出相對(duì)應(yīng)控制組的改變分值。</p><p>　　這樣的關(guān)系在每個(gè)資產(chǎn)指標(biāo)來(lái)展現(xiàn)：熟悉程度，特殊程度，相關(guān)程度，流行程度和質(zhì)量程度。</p><p><b>　　總結(jié)</b></p><p>　　我們已經(jīng)展現(xiàn)了建立在增強(qiáng)品牌資產(chǎn)的潛力上的對(duì)聘雇

76、和區(qū)分廣告的能力。但除此之外，我們還展示了銷(xiāo)量和對(duì)短期廣告影響的有效測(cè)量的關(guān)系，同時(shí)品牌的市場(chǎng)有效性測(cè)量也是有效的。</p><p>　　這說(shuō)明利己的并且長(zhǎng)期目標(biāo)是協(xié)調(diào)的，事實(shí)上是互利的。這意味著，資產(chǎn)定位對(duì)復(fù)制測(cè)試增加了新的圖畫(huà)性寬度，并且?guī)椭鴱V告商了解優(yōu)化短期測(cè)量的有效性。當(dāng)這其中的一些測(cè)試廣告已經(jīng)升入了解，一些品牌已經(jīng)被長(zhǎng)期調(diào)查，我們期盼推動(dòng)資產(chǎn)定位的廣告在廣告原稿測(cè)試中可以建立長(zhǎng)期的品牌資產(chǎn)。</p

77、><p>　　出處：戴維德·沃克. 通過(guò)廣告打造品牌資產(chǎn).[J] 東盟地區(qū)論壇研究周,2008,8.</p><p><b>　　三、指導(dǎo)教師評(píng)語(yǔ)</b></p><p>　　外文翻譯內(nèi)容與論文主題聯(lián)系緊密，譯文通暢且比較準(zhǔn)確。符合要求。</p><p><b>　　建議成績(jī)：90</b>&l