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Module 4

Building the Plan

From budget to a defensible allocation.

5 lessons · 48 min

  1. 16

    Budget for learning and delivery

    Connect spend, reach, frequency, and time.

    10 min · 2 questions

  2. 17

    Allocating across channels

    Turn channel roles into percentages you can defend.

    10 min · 2 questions

  3. 18

    Flighting and seasonality

    When money is spent changes what it buys.

    9 min · 2 questions

  4. 19

    Pacing: spending on schedule

    The unglamorous discipline that quietly decides results.

    9 min · 2 questions

  5. 20

    Build the plan end to end

    Put the whole module into one defensible plan.

    10 min · 2 questions

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