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2025-03-24 09:46本頁(yè)面
【正文】 ings with business results, we also need to account for brand size. The derived measure of Brand Health shows a strong correlation with consumers39。s Week of Workshops3. This study was more focused than the first one, concentrating on 79 brands from 20 different categories of FMCGs with a relatively high peration in all, over 2,700 consumers gave more than 10,000 brand assessments. Each brand was rated on our five Equity dimensions, 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, whether they felt the advertising had a favorable impact on their opinion of the brand. Advertising was not the biggest factor contributing to Equity。s potential contribution to Brand Equity, in a pretest. Copy Test Measures for_Brand Equity 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 a property of an individual ad。s a property of the brand. But in a copy test that measures consumers39。s a quick summary of the copytest methodology that 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 halfhour sit, with mercials 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 dayafter recall measures for the test ads. 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 munication 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 exposure to the test ad. We get ratings for the Equity*Builder items developed in our Brand Equity researchboth for the test ad, and for the unexposed Control group. With these data in hand, we can begin to look at the relationships. First, we see that individual ads do tend to produce a positive change in these ratings, pared 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 we39。 2 Data distributions indicate we are measuring substantially the same things。s take a look at our 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. This is dayafter Related Recall, on a brandaided basis, and validation studies tell us it39。s less difference in Measured Attention, our aided recognition of the creative execution。s interesting, also, to see how these test measures relate to the individual ponents of Brand Equity. In particular, higher levels of ad Recall and Brand Linkage are associated with higher ratings for perceived Uniqueness, Familiarity, and (to some ex
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