(二)标题:BuildingBrandEquityThroughAdvertising原文:LearningfromBrandEquityResearchtoBuildAdsThatBuildBrandsYearsofresearchhaveshownthatconsumerperceptionsandattitudes-measuredcollectively,monlydescribedasconsumerBrandEquity-haveadirectrelationshiptoabrand',asacontributortoBrandEquity-specifically,howBrandEquitymeasurescancontributetothedevelopmentandevaluationofadvertisingatthepreteststage,-TermImpactand_Long-TermBrandEquityHistorically,pretest(copytest)measuresaredesignedprimarilytoevaluateanad''spotentialtobenoticedandremembered;toregisterthebrandnameandconveyitsmessageorimage;toreinforceloyaltyorpreferenceamongcurrentbuyers;,manyofthempresentedattheARFovertheyears,havevalidatedthesepretestmeasuresinrelationtoinmarketresults-typicallyintermsofsalesvolumeorshare,andsometimesawareness,fortheperiodduringorimmediatelyfollowingthead'--termeffectsofadvertising,ayearormorebeyondthead',,wehaveyettoseeanyevidenceofadsthatcontributetobusinessresultsinthelongtermwithoutanymeasurableshort--termeffectivenessisnecessary,butnotsufficient,toproducelong-,howcanwemeasureanad'spotentialtobuildthebrandinthelongterm-todeveloporreinforceBrandEquity?,wehavetostartattheotherend:withmeasuresofconsumerBrandEquity,
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