We use media to generate a valuable experience and promote engagement between a brand and the consumer. Such media come in various forms, besides the traditional mass media. They include all consumer-brand touchpoints, such as the Internet, mobile and other digital media, point-of-purchase sales promotion activities, and word-of-mouth via Internet-based social networking services. We call the point at which the consumer has an experience the “Experiential Point.” We employ ADK’s proprietary “Experiential-Point Survey” to analyze Experiential Points and identify the most effective touchpoints. For mass-media advertising, which requires considerable investment, we develop and use our own systems for optimal planning.