Three campaign concepts, one budget, and no agreed way to compare them.
Channel mix, campaign selection and positioning calls, where taste and evidence have to be weighed against each other in the open.
When this comes up
- Campaign selection
- Channel reallocation
- Repositioning
Templates for marketing
Choosing between campaign concepts
Compare campaign concepts on agreed criteria so the choice is not settled by whoever presents last.
Reallocating channel spend
Decide how to split spend across channels, recording the assumptions each split depends on.