Most agencies plan paid media using the marketing funnel: upper, mid and lower, or TOFU, MOFU and BOFU. Media buyers find it useful, but founders and brand directors often don't. They tend to think about their brand, what makes them different and the products they sell, rather than funnel stages.

Use this guide to review your current ads, brief new creative, and check that each part of your budget has a clear purpose.  Includes:

• The Three Layers
• Planning the Mix
• Briefing Creative
• Measuring Success

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