What is the aperture concept is advertising?

The Aperture concept is an integral part of the strategy development process called The ROI (Relevance, Originality & Impact), being practiced in advanced versions by DDB Needham Group.

Essentially, it focuses on: "Who, Where, At What Time & under which circumstances" is most likely to respond to a brand's promise.

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, useful.

Dinesh Sibal

dinsib@hotmail.com