Module 1
What advertising buys, and how to aim it.
5 lessons · 41 min
Media money buys attention. Everything else is what you do with it.
8 min · 2 questions
Turn a vague request into a measurable media job.
7 min · 2 questions
Use it to find the broken step, not to describe real behavior.
The split most teams argue about is not a real choice.
9 min · 2 questions
The seven things every plan must state, and what to question in each.