(1) Benchmarking the category for brand and activation media investments and (2) relating these to sales, is helping to get a grip on growth of my brand.

For most categories the average purchase frequency is one that is not on a daily basis. Most days, relatively few category buyers are actively looking to purchase. This is why it is not important to reach the entire market. In fact, doing that is a true waste of money.

For TV, the costs of prime time ads are higher than of day time. This is worthwile because the net reach per placement in prime time is much higher (even including light TV consumers).

Bursting is not a good thing to do. Only the small audience that is ‘in the market now’ is addressed.

Balancing media investments for growth in the digital era includes the use of a variety of media types, with three basic functions (1) continuous reach for emotional brand building; (2) activation with more rational messaging; (3) conversion optimization for extra motivating and enabling the desired purchase behaviour.

The ‘screening out’ function of our attention makes sure we focus on everything new, leaving the familiar unattended. This is why we should repeat the same message as much as we can in a single media approach.

Like in all categories, in media we have heavy and light consumers. For brands aiming at light buyers, the media strategy should take light media users into account. This is because the latter group represents a significant market share but is not always reached properly.