Channels differ in audience access, creative format and measurement. Choose a channel for a defined audience and objective, then identify what its evidence can establish.
Before you begin
Use a fictional campaign brief and clearly defined audience and objective. Do not invent performance data.
Work through the idea
State the intended outcome and how it would be measured before comparing channels. Keep observation and interpretation separate, and include costs and attribution limits. A planning example is not a claim about an actual campaign's results. Confirm permissions before contacting people or publishing material.
- Define the intended audience
- Choose a measurable objective
- Separate observed response from causal effect
Practice task
Compare a fictional local print campaign and an online campaign using consistent goals.
Check your result
Explain attribution limits and which costs are included in the comparison.
A mistake to avoid
Do not claim that every click or inquiry was caused by the last observed channel.
Keep a review note
Save the inputs or scenario, your reasoning and the result you checked. Explain one assumption and one case that needs more work. Revise the exercise after feedback and distinguish what you demonstrated from what remains untested.
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