What Is The Concept Of Aperture In Advertising?

A target market is a general manifestation of the set of consumers that a brand aims to target.  However each consumer is different and has a distinct set of preferences and tastes that determine his / her individuality.  Similarly amongst the target market, there would be many consumers who will have a high-involvement relationship with the brand along with consumers who share a low-involvement bond with the brand.  In order for a brand to reach optimum profitability, a brand must reach those customers first who have a high-involvement relationship with the brand.  Although attention would still be given to the customers with low-involvement relationships, however most of the concentration would be given to high-involvement customers.  For that matter, there is an ideal time and an ideal way to reach those customers.  That ideal time and way amalgamate to form an ideal point, which would be perfect.  This ideal point is known as the aperture.

Definition: The ideal moment for exposing consumers to advertising message
- Know consumer’s media preferences
- Understand their buying pattern
- Identify media consumption pattern