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Outline The Media Springboard starts by revisiting a couple of key ROI questions, and then leads off in a slightly different route. It is what programmers would call a "sub-routine" of ROI, though it can also stand alone when needed. The first steps are to define the Desired Action and Target Audience, exactly as in ROI Springboard. Who are the target audience? What action do we want them to take as a result of our communication? The next step is to look for possible "apertures" when they will be "What reward would be appropriate to this particular aperture?" In this way, the creative message can be tailored to the consumers' frame of mind at the time and place we address them. The relationship between the Media Springboard and ROI is best described by the diagram below. Media Springboard Understanding Target Audience: Media Apertures Category Apertures Brand Apertures Behavioral Apertures ROI Springboard Objectives ...
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