In this episode we interview Paul Hemingway, a marketing leader at Lighthouse Foods, about how smart brands choose media channels when budgets are tight and competitors are loud. What you'll learn in this episode:How to pick channels based on who you want to reach Why “share of voice” changes your media strategy How to think about competitors before you spend a dollar What to measure at the top vs bottom of the funnel How to use pre post studies and A B test markets When it makes sense to lean on agencies and third party mix modelingText us what you think about this episode!

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