Sharp, Binet, Field etc. would suggest that you target for Activation efforts (short-term sales) and leverage reach/broad audiences when focused on Brand Building. What is your guidance now?

Well our research certainly casts doubt on those recommendations. Our research is based on mathematical representation of processes which are inviolate. If you only look at aggregated data, as they tend to do, you can be quite misled. Clearly, Outcomes Based Planning is now a legitimate alternative hypothesis that we hope marketers want to test for long term health of the brand to the reach based recommendations of those other experts.