【正文】 in itself, because it provides an added dimension to the pretest assessment. For individual ads, however, thetraditional measures of immediate impact remain the primary criterion for evaluation. How are these related to the Brand Equity measures? Equity Measures and Ad Recall First, let39。ve seen in our Brand Equity 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. Calculating the same 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 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 a lot more than others to enhance Equity perceptions. These results confirm our expectations. The data show that: 1 Validated Brand Equity measures can be transferred to the copytest。 perceptions and reactions to an ad execution, we should be able to measure its potential to enhance or reinforce brand perceptions. Equity studies typically reference attributes specific to a brand or category, to identify the unique equities that position and differentiate individual brands. We often evaluate these in copytests, too. But by adding the validated, generalizable items from the Equity*Builder model, we should be able to assess ads at the pretest stage in terms of their potential to build Brand Equity. Here39。 it39。 product and package performance, the look and feel 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 to ratings for Familiarity and perceived Uniqueness qualities that have a logical relationship to advertising. But why is advertising correlated with Equity at lower levels than these other variables? 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 support. 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 the need for a way to measure an ad39。 reported brand loyalty, mitment, purchase intent ratings, and price sensitivity. At the brand level, we also find a strong relationship to market share, and to fiveyear trends in share and profitability. Advertising and _Brand Equity This begs the question: If Equity drives the Brand, what drives Equity? We went looking for answers in a followup study, that we reported at last year39。 reported sensitivity to brand differences, how much brands matter to them in this category。s 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 contrib