title = "Channel Mix Principles"

content = """
No single channel serves all objectives or audiences equally. A well-designed channel mix balances reach, relevance, and cost-efficiency across platforms that align with where the target audience consumes media.

**Complementarity:** Select channels that complement rather than duplicate each other. Paid search captures high-intent users; display and social build upper-funnel awareness. Together they form a coherent journey. Avoid stacking overlapping placements that compete for the same impressions.

**Audience Match:** Each channel should reach a meaningful portion of the target audience at a competitive cost. Use platform-level audience estimates (e.g., Meta Audience Insights, Google Audience Manager) to validate reach and composition before allocation.

**Budget Thresholds:** Maintain minimum viable spend per channel. Fragmented budgets across too many channels dilute impact and limit optimization. Aurora recommends concentrating on 3–5 primary channels per campaign unless testing mandates otherwise.
"""  # noqa: E501

version = "0.0.1"
