- Know consumer’s media preferences
- Understand their buying pattern
- Identify media consumption pattern
The Aperture concept is an integral part of the strategy development
process called The ROI, being practiced in advanced versions by DDB
Essentially, it focuses on: "Who, Where, At What
Time & under which circumstances" is most likely to respond to a
Its a loaded question and needs to be resolved
along with the other segments of the strategy development like the 1.
Purpose. 2. Promise. The target etc. Each needs to endorse the
others..before the strtagey can be completed.. As it were the answers
were in the air.
Hope this is useful.