Plan a paid media budget

Help me plan a paid media budget.
Inputs: budget and goal; channels considered; past results.

1. Align definitions and budget constraints.
2. allocate baseline, exploration and contingency funds.
3. use scenarios for marginal returns and measurement gaps.

Deliver: Bottom line, Economics, Allocation, Decision rules, Measurement, Assumptions to validate.
Clarify critical gaps, separate facts from assumptions, and do not invent data, citations or completed actions.

My material: [fill in here]

Before you start

Provide budget and goal; channels considered; past results.