The allocation of budget across channels. Mix is set by objective, audience, and evidence from Marketing Mix Modeling and Incrementality tests, and is the decision in a plan with the largest effect on results: getting the mix right matters more than optimization within any channel. Mix decisions made on platform-reported ROAS systematically overweight bottom-funnel channels.
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Cite this entry:
Agency Echelon. "Media Mix." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/media-mix/