外文翻译--通过广告打造品牌资产.docVIP

（二）标题：Building Brand Equity Through Advertising 原文：Learning from Brand Equity Research to Build Ads That Build Brands Years of research have shown that consumer perceptions and attitudes - measured collectively, and commonly described as consumer Brand Equity - have a direct relationship to a brands market position and business results. Marketers rely on advertising as one primary 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 evaluation of advertising at the pretest stage, in a copytest. Short-Term Impact and _ Long-Term Brand Equity Historically, pretest (copytest) measures are designed primarily to evaluate an ads potential impact in the short term. We use standardized measures of the ads 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 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 results - typically in terms of sales volume or share, and sometimes awareness, for the period during or immediately following the ads run. So these pretest measures have a demonstrated ability to identify and quantify the short-term effectiveness of individual ads. But marketers also want 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 ads run. They show that some ads are effective in the short term and 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 say that short-term effectiveness is necessary, but not sufficient, t