Is the mediums in which you are using to convey your brand message to your consumers. Some of these mediums include but are not limited to:
Is the strategy behind advertising placement. This is where the numbers game comes into play.
What are the results?
Are you getting the best return of investment for your business, service, or product?
Are you reaching the correct demographics?
Is the response the response your aiming for?
This is where the metrics are determined.