通过广告打造品牌资产外文翻译Word文件下载.docx
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通过广告打造品牌资产外文翻译Word文件下载.docx
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Historically,pretest(copytest)measuresaredesignedprimarilytoevaluateanad'
spotentialimpactintheshortterm.Weusestandardizedmeasuresofthead'
spotentialtobenoticedandremembered;
toregisterthebrandnameandconveyitsmessageorimage;
toreinforceloyaltyorpreferenceamongcurrentbuyers;
andtopersuadeconsumerstobuyorusethebrand.Previousstudies,manyofthempresentedattheARFovertheyears,havevalidatedthesepretestmeasuresinrelationtoinmarketresults-typicallyintermsofsalesvolumeorshare,andsometimesawareness,fortheperiodduringorimmediatelyfollowingthead'
srun.Sothesepretestmeasureshaveademonstratedabilitytoidentifyandquantifytheshort-termeffectivenessofindividualads.
Butmarketersalsowantadvertisingtobuildtheirbrandsinthelongterm.Somestudieshavefocusedonthelong-termeffectsofadvertising,ayearormorebeyondthead'
srun.Theyshowthatsomeadsareeffectiveintheshorttermandthelongterm,whilesomeareeffectiveonlywhiletheyrun.However,wehaveyettoseeanyevidenceofadsthatcontributetobusinessresultsinthelongtermwithoutanymeasurableshort-termimpact.Sowecouldsaythatshort-termeffectivenessisnecessary,butnotsufficient,toproducelong-termresults.
Thisraisestheobviousquestion,howcanwemeasureanad'
spotentialtobuildthebrandinthelongterm-todeveloporreinforceBrandEquity?
OneapproachcomesfromourlearningaboutBrandEquity.Toshowhowthatappliestocopytesting,wehavetostartattheotherend:
withmeasuresofconsumerBrandEquity,inmarket.
MeasuringBrandEquity
OurmeasureofBrandEquitycomesfromamodelthatusesahandfulofstandardizedattitudemeasuresthataregeneralizableacrossbrands,businesssectors,andmarkets.Inastudyrepresenting200differentbrandsfrom40differentproductandservicecategories,comprisingover12,000consumerinterviewsforover200,000individualbrandassessments,thesemeasureshavebeenvalidatedinrelationtomarketvariablesandbusinessoutcomes-whatweliketocall"
BrandHealth."
ItisimportanttounderstandhowthemodelworkstomeasureBrandEquity.Theoverallconstructthatwecall"
BrandHealth"
dependsonthreemajorfactors:
BrandEquityperceptions,ConsumerInvolvementwiththecategory,andPrice/Valueperceptions.Thesearederivedmeasures,basedonaseriesofstandardratingscales.
TheBrandEquitymeasuresummarizesconsumerperceptionsonfivedimensions:
Familiarity,Uniqueness,Relevance,Popularity,andQuality.Involvementreflectsconsumers'
reportedsensitivitytobranddifferences,howmuchbrandsmattertotheminthiscategory;
andPricerepresentstheperceivedprice/valuerelationship.Tolineuptheseratingswithbusinessresults,wealsoneedtoaccountforbrandsize.
ThederivedmeasureofBrandHealthshowsastrongcorrelationwithconsumers'
reportedbrandloyalty,commitment,purchaseintentratings,andpricesensitivity.Atthebrandlevel,wealsofindastrongrelationshiptomarketshare,andtofive-yeartrendsinshareandprofitability.
Advertisingand_BrandEquity
Thisbegsthequestion:
"
IfEquitydrivestheBrand,whatdrivesEquity?
"
Wewentlookingforanswersinafollow-upstudy,thatwereportedatlastyear'
sWeekofWorkshops3.Thisstudywasmorefocusedthanthefirstone,concentratingon79brandsfrom20differentcategoriesofFMCGswitharelativelyhighpenetration-inall,over2,700consumersgavemorethan10,000brandassessments.
EachbrandwasratedonourfiveEquitydimensions,andalsoonseveralfactorsthatwethoughtshouldcontributetoBrandEquity-includingperceptionsoftheadvertising.Specifically,weaskedwhethertheyrecalledadvertisingforthebrandandifso,whethertheyfelttheadvertisinghadafavorableimpactontheiropinionofthebrand.
AdvertisingwasnotthebiggestfactorcontributingtoEquity;
productandpackageperformance,the"
lookandfeel"
ofthebrand,andthebrandnameitself,eachhadastrongercorrelationtoEquitythanadvertisinghad.ButfavorableadawarenessalsohadasignificantrelationshiptoEquity.Inparticular,itcontributedtoratingsforFamiliarityandperceivedUniqueness-qualitiesthathavealogicalrelationshiptoadvertising.
ButwhyisadvertisingcorrelatedwithEquityatlowerlevelsthantheseothervariables?
Onepossibilityisthatadvertisinginfluencestheseotherperceptionsindirectly,butmorestronglythanconsumersthinkitdoes.Andofcourse,thebrandswouldvaryinthelevelandqualityoftheiradvertisingsupport.Inanycase,perceptionsoftheadvertisingarecorrelatedwithEquity.ThisconfirmsourbeliefthatadvertisingcontributestoBrandEquity,oratleast,thatitcan-whichpointstotheneedforawaytomeasureanad'
spotentialcontributiontoBrandEquity,inapretest.
CopyTestMeasuresfor_BrandEquity
Ataroundthesametimeasthisstudy,webegantoincludethefiveEquityratingsintheDiagnosticsegmentofourcopytest.Ofcourse,"
equity"
isnotapropertyofanindividualad;
it'
sapropertyofthebrand.Butinacopytestthatmeasuresconsumers'
perceptionsandreactionstoanadexecution,weshouldbeabletomeasureitspotentialtoenhanceorreinforcebrandperceptions.Equitystudiestypicallyreferenceattributesspecifictoabrandorcategory,toidentifytheunique"
equities"
thatpositionanddifferentiateindividualbrands.Weoftenevaluatetheseincopytests,too.Butbyaddingthevalidated,generalizableitemsfromtheEquity*Buildermodel,weshouldbeabletoassessadsatthepreteststageintermsoftheirpotentialtobuildBrandEquity.
Here'
saquicksummaryofthecopytestmethodologythatwecallNext*TV:
Anationallydistributedsampleisrecruitedtothesurveybytelephone,intheguiseofa"
programevaluationstudy."
QualifiedrecruitsgetapacketinthemailwithaVHStapethathasahalf-hoursitcom,withcommercialsembeddedintheprogram,andinstructionsforthestudy.Thenextdaywecontactthemagainbyphonetoaskquestionsabouttheprogram,andtocollectday-afterrecallmeasuresforthetestads.
Aftertherecallmeasures,weadministeramonadicexposuretoselectedtestads,whichare"
hidden"
attheendofthetape.Fromthismonadicexposure,wecollectcommunicationandreactionmeasures,PurchaseIntent,andBrandAttributeRatings.PurchaseIntentandAttributeRatingsarealsocollectedforamatchedControlgroupthatanswersthesamequestionaboutthebrand,butwithoutexposuretothetestad.WegetratingsfortheEquity*BuilderitemsdevelopedinourBrandEquityresearch-bothforthetestad,andfortheunexposedControlgroup.Withthesedatainhand,wecanbegintolookattherelationships.
First,weseethatindividualadsdotendtoproduceapositivechangeintheseratings,comparedwithControlgroupdatacollectedforeachbrandwithouttestadexposure.Second,weseethattheaverageratingsontheseitems,acrossallbrands,aresimilartotheaverageratingswe'
veseeninourBrandEquitydatabase.AndifweapplytheEquity*BuildermodeltocalculateanEquityIndex,thecopytestControlgroupsshowthesamedistributionasthebrandsinourEquitydatabase.
Calculatingthesameindexforeachtestad,weseealotofvariationacrossexecutions-butofcoursealotofthatvariationisduetodifferencesinthebrands,tobeginwith.Ifwetakethedifference,theincrementaboveControlgrouplevels,foreachadtest,wefindconsistentdiscriminationbetweenTestandControl-thatis,mostadsdoproduceapositivechangefromtheirstartinglevels.Andweseeawiderangeofvariationacrossads:
somedoalotmorethanotherstoenhanceEquityperceptions.
Theseresultsconfirmourexpectations.Thedatashowthat:
1ValidatedBrandEquitymeasurescanbetransferredtothecopytest;
2Datadistributionsindicatewearemeasuringsubstantiallythesamethings;
so
3Wecanevaluateanddiscriminatebetweenindividualads,basedontheirpotentialtoenhanceorreinforceperceptionsthatdriveBrandEquity.
Thisisusefulinitself,becauseitprovidesanaddeddimensiontothepretestassessment.Forindividualads,however,thetraditionalmeasuresofimmediateimpactremaintheprimarycriterionforevaluation.HowaretheserelatedtotheBrandEquitymeasures?
EquityMeasuresandAdRecall
First,let'
stakealookatourmeasuresforRecall.Ifwedividetheadsintothirds(high,middle,andlow),basedontheirEquityIndex,weseethatbrandassociatedRelatedRecallishigherforadsthatgethigherEquityratings.
Thisisday-afterRelatedRecall,onabrand-aidedbasis,andvalidationstudiestellusit'
sassociatedwithawareness,or"
rateofdelivery."
There'
slessdifferenceinMeasuredAttention,ouraidedrecognitionofthecreativeexecution;
thedifferenceinoverallRecallismostlyduetohigherBrandLinkage,aderivedmeasurethatrepresentsbrandassociatedrecallamongthosewhonoticeandremembertheaditself.
It'
sinteres
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