英语翻译Can a company compete with itself The key point here is

英语翻译
Can a company compete with itself
The key point here is the level of involvement of the target audience .If vehicle ads are aimed at people intending to buy a new car in the next two or three months ,then these people are likely to be highly involved .However ,adout one-third of all new-car purchases are made by people who did not intend to buy a new car but were overtaken by events.These include those whose old car suddenly gives them problems,and the growing number of people who separate from their spouse and find a need for another car.Such people are likely to be low-involved at the time of exposure to the advertising—at least up to the point when the need is triggered by the unforeseen event.
So advertising for high-involvement products(such as cars)does not impact only on a high-involved audience.It also impacts on relatively uninvolved consumers.And this uninvolved audience will at some time in the future become an involved one harboring memories of past advertising.
In summary ,successful advertising planning and evaluation demands detailed analysis of more than just one`s own ad expenditure.It necessitates an understanding of consumer memory processes in regard to interference effects as well as memory decay .The on-air effectiveness of an ad is influenced by several things---not necessarily in the order：
＊The execution .Is it a great ad?
＊The dollar spend .How much ‘weight’ was put behind it that week?
＊The reach .What percentage of the target audience had at least one opportunity to see it?
＊The flighting.How is the ad being scheduled from week to week
＊The number of competitors who are on air in the same week and how much they spent.
＊The number of different ad executions for the same brand that you have on air in any one week.
＊The number of commercials for the same umbrella brand that you have on air in any one week.
＊The level of involvement of the target audience and the complexity of the message that needs to be communicated.
＊The ad objective .Is it a reminder of a message already established or is it communicating a new message?

一个公司能否与自己竞争?
这里的关键问题是受众的参与程度.如果汽车广告的手中是那些有意愿在今后的两到三个月中买新车的人群,那么,这些人很可能就会有高度的积极性来参与.然而,有三分之一的情况是这样的.人们并不打算买新车,但是意外的事情发生而促使他们买车.这些情况包括：有些人的车突然出现故障.又如有愈来愈多的人与其配偶分隔两地,而感觉有必要买一辆新车.这些人在接触到广告时,参与性很低.至少是在意外情况促使他们产生想买车的欲望以前.所以搞参与度产品的广告（如汽车）并不仅仅对高参与度的受众有影响.它同样影响到参与度相对较低的消费者.这样一个没有参与进来的受众会在今后的某一时间参与进来.在他的记忆里有过去看到的广告印象.总而言之,成功地广告企划和评估需要十分细节的分析,这种分析不仅仅是发布广告的开销.这样一个优秀的广告需要广告人理解消费者的记忆获取,对记忆的干预以及记忆的丧失.正在使用中的广告受多方面的影响.下面所列的几项并没有确定的顺序.
 广告的执行,这是一个好广告吗?
 广告的费用.那周,有多少钱花在广告上了?
 广告的覆盖面.在广告所针对的对象中有百分之几至少有一次机会能看到这个广告.
 广告的变化.随着一周周的推移,广告的播放有怎样的计划.
 在同一周里,有多少竞争广告,它们都花费了多少.
 在广告放映的任意一周里,对同一品牌有多少不同的广告执行方式.
 在广告放映的任意一周里,有多少对同一雨伞品牌的广告.
 受众的参与度以及信息传达的复杂程度.
 广告的目的.这个广告是要使人们回忆起已经建立起来的一个信息还是要传达一个新信息.