Best Digital Marketing Agencies: Evidence-Led Evaluation Guide
Treat Best Digital Marketing Agencies: Evidence-Led Evaluation Guide: what matters first as a specific gate for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, not as a reusable checklist item that means the same thing on every page. Review Evaluate, agencies, capabilities, proof, usability and integrations together, because a strong result in one of them should not conceal a material failure in another. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once. When the page's recommendation becomes a traffic test, FroggyAds provides the campaign controls to execute it while the advertiser retains responsibility for offer fit, tracking and backend acceptance.
| Section | Distinct excerpt from this page |
|---|---|
| Definition and practical role | Use problem and brief to test the delivery relationship behind a prospective Digital Marketing agency. |
| Evidence and operating contract | Request work samples, methods, staffing evidence, references and operating records from first-party inquiries, CRM, interviews, search and community research, campaign data, public filings and official sector sources. |
| Misconception and limitation tests | Contract and working practices must protect privacy; truthful claims; accessibility; brand safety; vulnerable-customer protection, customer interests and the client’s control of data and assets. |
Reference for Best Digital Marketing Agencies: Compare Options for Paid Growth: Google Analytics reporting documentation.
How should teams identify the best Digital Marketing agencies for their real requirements?
The best Digital Marketing agency is not the most popular or the option with the longest feature list. It is the option that best fits the defined users, customer journey, required workflows, evidence needs, total economics and safeguards. Build must-have gates, compare shortlisted agencies with the same scorecard, verify claims through scoped discovery or pilot with named staff, deliverables, controls and evidence rules, and preserve uncertainty in the agency due-diligence file.
For the Best Digital Marketing Agencies decision, record how this control changes the next test or review. The evaluation should help marketing strategists, founders, agencies, product leaders and portfolio owners identify and validate a bounded digital marketing specialization that fits real customer problems, responsible reach, delivery capability and sustainable economics, support qualified niche demand; customer problem relevance; strategic fit; sustainable value, monitor verified inquiries; repeat problem evidence; reachable audiences; pilot learning and vague segmentation; trend chasing; weak proof; channel dependence; delivery mismatch, and protect privacy; truthful claims; accessibility; brand safety; vulnerable-customer protection without presenting a ranking or purchase decision as a guaranteed outcome.
Problem and brief for Digital Marketing
Best Digital Marketing Agencies: definition and practical role
On this Best Digital Marketing Agencies: Evidence-Led Evaluation Guide page, Best Digital Marketing Agencies: definition and practical role matters because it changes what the advertiser should verify before committing budget or operating effort. Compare problem, brief, delivery, relationship, behind and prospective under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. If the evidence does not support the current assumption, narrow the scope or run the smallest reversible test that can resolve it. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof.
Best Digital Marketing Agencies: evidence and operating contract
Request work samples, methods, staffing evidence, references and operating records from first-party inquiries, CRM, interviews, search and community research, campaign data, public filings and official sector sources. Link proposed activity to qualified niche demand; customer problem relevance; strategic fit; sustainable value, verified inquiries; repeat problem evidence; reachable audiences; pilot learning and vague segmentation; trend chasing; weak proof; channel dependence; delivery mismatch, and preserve assumptions and exclusions in the agency due-diligence file.
Best Digital Marketing Agencies: limitations and false assumptions
Challenge sales-to-delivery mismatch, opaque subcontracting, media incentives, weak account access, poor knowledge transfer and a fashionable label can be mistaken for a viable niche when evidence, economics, differentiation or delivery capacity is weak. Contract and working practices must protect privacy; truthful claims; accessibility; brand safety; vulnerable-customer protection, customer interests and the client’s control of data and assets.
Best Digital Marketing Agencies: responsible application decision
Validate the Digital Marketing agency through a bounded engagement with outputs, named staff, budget, review criteria and stop conditions. A Digital Marketing agency can improve capability and execution, but it cannot guarantee traffic, leads, sales, revenue or market success.
Strategic fit for Digital Marketing
For the Best Digital Marketing Agencies: Evidence-Led Evaluation Guide decision, use Strategic fit for Digital Marketing to separate a real operating requirement from a broad best-practice statement. Compare strategic, delivery, relationship, behind, prospective and Define under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. If the evidence does not support the current assumption, narrow the scope or run the smallest reversible test that can resolve it.
Team composition for Digital Marketing
Use team composition to test the delivery relationship behind a prospective Digital Marketing agency. Define the named senior, specialist, delivery and quality roles that will perform the work after the sale, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Relevant experience for Digital Marketing
Use relevant experience to test the delivery relationship behind a prospective Digital Marketing agency. Define comparable complexity, market, constraints and lessons without treating logo lists as proof, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Working model for Digital Marketing
Use working model to test the delivery relationship behind a prospective Digital Marketing agency. Define meeting cadence, decision rights, approvals, documentation, collaboration and client responsibilities, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Connect the guide to live testing
Connect Best Digital Marketing Agencies to a controlled audience test
Treat Connect Best Digital Marketing Agencies to a controlled audience test as a specific gate for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, not as a reusable checklist item that means the same thing on every page. Review choices, established, Working, model, define and audience together, because a strong result in one of them should not conceal a material failure in another. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously. Where this leads to paid acquisition, FroggyAds gives you a self-serve campaign environment for applying the relevant targeting, budget and source controls while your own analytics verifies downstream value.
Create My Free AccountResearch quality for Digital Marketing
For Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, the Research quality for Digital Marketing checkpoint should answer a concrete buyer question rather than repeat a generic framework. Preserve the source, date and owner for research, delivery, relationship, behind, prospective and Define whenever they affect the decision, especially when the page compares options or sets a budget boundary. Keep the baseline unchanged while testing the next hypothesis; that comparison is what makes the decision reproducible. If the next step is a media test, FroggyAds lets the advertiser keep campaign settings and source-level performance visible instead of treating traffic volume as proof of success.
Creative and delivery quality for Digital Marketing
Use creative and delivery quality to test the delivery relationship behind a prospective Digital Marketing agency. Define briefing, craft, review, accessibility, claims, adaptation and production controls, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Media and vendor neutrality for Digital Marketing
Use media and vendor neutrality to test the delivery relationship behind a prospective Digital Marketing agency. Define how recommendations manage incentives, rebates, preferred vendors and channel bias, the client responsibilities, the named agency roles and the decisions that cannot be delegated. On this page, use the point specifically to evaluate providers against explicit selection criteria; keep Digital Marketing Guide for its separate neighboring task.
Measurement contract for Digital Marketing
Use measurement contract to test the delivery relationship behind a prospective Digital Marketing agency. Define outcomes, denominators, sources, attribution limits, experiments, reporting and reconciliation, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Transparency of work for Digital Marketing
Use transparency of work to test the delivery relationship behind a prospective Digital Marketing agency. Define access to accounts, data, plans, changes, costs, files, decisions and performance limitations, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Subcontractor governance for Digital Marketing
Make Subcontractor governance for Digital Marketing specific to Best Digital Marketing Agencies: Evidence-Led Evaluation Guide by tying it to the exact workflow, audience or commercial constraint described on this page. Translate the section into checks for subcontractor, governance, delivery, relationship, behind and prospective; this keeps the recommendation tied to the page's real task instead of generic marketing language. Use the finding to choose a specific action—keep, cap, exclude, renegotiate, retest or stop—rather than recording a score with no operational consequence. FroggyAds is useful here because the media-buying decision can stay separate from the broader strategy decision: launch a bounded campaign, inspect source performance and scale only verified value.
Choose the execution format
Choose a paid-media format that supports Best Digital Marketing Agencies
Use the criteria around “Subcontractor governance for Digital Marketing” to decide whether push, native, display or pop fits the message and destination. Set format, targeting and spend as campaign controls in FroggyAds while the best digital marketing agencies decision remains the standard for judging the result. Keep this step inside the Best Digital Marketing Agencies: Evidence-Led Evaluation Guide decision boundary: evaluate providers against explicit selection criteria. The adjacent Digital Marketing Guide page answers a different buyer task.
Create My Free AccountCapacity and continuity for Digital Marketing
Treat Capacity and continuity for Digital Marketing as a specific gate for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, not as a reusable checklist item that means the same thing on every page. The evidence record should make capacity, continuity, delivery, relationship, behind and prospective visible instead of hiding them inside a blended score or an unexplained recommendation. Set a written pass condition and a rollback condition before acting, so the team can reverse the change without rewriting the history of the test.
Fee and cost model for Digital Marketing
Treat Fee and cost model for Digital Marketing as a specific gate for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, not as a reusable checklist item that means the same thing on every page. Compare model, delivery, relationship, behind, prospective and Define under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. Set a written pass condition and a rollback condition before acting, so the team can reverse the change without rewriting the history of the test. FroggyAds is useful here because the media-buying decision can stay separate from the broader strategy decision: launch a bounded campaign, inspect source performance and scale only verified value.
Knowledge transfer for Digital Marketing
On this Best Digital Marketing Agencies: Evidence-Led Evaluation Guide page, Knowledge transfer for Digital Marketing matters because it changes what the advertiser should verify before committing budget or operating effort. Use knowledge, transfer, delivery, relationship, behind and prospective as the traceable inputs for this section, then state which missing item would be serious enough to stop or narrow the decision. Set a written pass condition and a rollback condition before acting, so the team can reverse the change without rewriting the history of the test. If the next step is a media test, FroggyAds lets the advertiser keep campaign settings and source-level performance visible instead of treating traffic volume as proof of success.
Risk and compliance for Digital Marketing
The practical role of Risk and compliance for Digital Marketing in Best Digital Marketing Agencies: Evidence-Led Evaluation Guide is to expose the exact condition that can change the buyer's next action. Keep the review anchored to risk, compliance, delivery, relationship, behind and prospective; those details are the parts of this section that can materially change the recommendation. If the evidence does not support the current assumption, narrow the scope or run the smallest reversible test that can resolve it. FroggyAds is useful here because the media-buying decision can stay separate from the broader strategy decision: launch a bounded campaign, inspect source performance and scale only verified value.
Reference verification for Digital Marketing
On this Best Digital Marketing Agencies: Evidence-Led Evaluation Guide page, Reference verification for Digital Marketing matters because it changes what the advertiser should verify before committing budget or operating effort. Compare reference, verification, delivery, relationship, behind and prospective under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once. When the page's recommendation becomes a traffic test, FroggyAds provides the campaign controls to execute it while the advertiser retains responsibility for offer fit, tracking and backend acceptance.
Pilot engagement for Digital Marketing
For the Best Digital Marketing Agencies: Evidence-Led Evaluation Guide decision, use Pilot engagement for Digital Marketing to separate a real operating requirement from a broad best-practice statement. Preserve the source, date and owner for pilot, engagement, delivery, relationship, behind and prospective whenever they affect the decision, especially when the page compares options or sets a budget boundary. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof.
Agency scorecard for Digital Marketing
Use agency scorecard to test the delivery relationship behind a prospective Digital Marketing agency. Define weighted evaluation of strategy, team, delivery, transparency, evidence, economics, risk and fit, the client responsibilities, the named agency roles and the decisions that cannot be delegated.
Put the guide into practice
Turn Best Digital Marketing Agencies into a bounded campaign test
The practical role of Turn Best Digital Marketing Agencies into a bounded campaign test in Best Digital Marketing Agencies: Evidence-Led Evaluation Guide is to expose the exact condition that can change the buyer's next action. Preserve the source, date and owner for scorecard, documented, launch, reversible, spending and limit whenever they affect the decision, especially when the page compares options or sets a budget boundary. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously.
Create My Free AccountContract safeguards for Digital Marketing
For the Best Digital Marketing Agencies: Evidence-Led Evaluation Guide decision, use Contract safeguards for Digital Marketing to separate a real operating requirement from a broad best-practice statement. Document contract, safeguards, delivery, relationship, behind and prospective in the same decision record so a later reviewer can see why the option passed, failed or needs a narrower retest. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once. FroggyAds is useful here because the media-buying decision can stay separate from the broader strategy decision: launch a bounded campaign, inspect source performance and scale only verified value.
Quarterly relationship review for Digital Marketing
On this Best Digital Marketing Agencies: Evidence-Led Evaluation Guide page, Quarterly relationship review for Digital Marketing matters because it changes what the advertiser should verify before committing budget or operating effort. Document quarterly, relationship, review, delivery, behind and prospective in the same decision record so a later reviewer can see why the option passed, failed or needs a narrower retest. Set a written pass condition and a rollback condition before acting, so the team can reverse the change without rewriting the history of the test. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof.
Evidence and action layers for Digital Marketing
| Outcome | Leading evidence | Diagnostic | Guardrail | Action |
|---|---|---|---|---|
| Qualified Niche Demand | Verified Inquiries | Vague Segmentation | Privacy | Research further, narrow the segment, test the offer, adjust the channel, build capability, pause or reject the niche |
| Customer Problem Relevance | Repeat Problem Evidence | Trend Chasing | Truthful Claims | Research further, narrow the segment, test the offer, adjust the channel, build capability, pause or reject the niche |
| Strategic Fit | Reachable Audiences | Weak Proof | Accessibility | Research further, narrow the segment, test the offer, adjust the channel, build capability, pause or reject the niche |
| Sustainable Value | Pilot Learning | Channel Dependence | Brand Safety | Research further, narrow the segment, test the offer, adjust the channel, build capability, pause or reject the niche |
A 10-step Digital Marketing agency selection workflow
Write the decision brief
Define the Digital Marketing problem, customer, constraints, outcomes and client responsibilities.
Assess strategic diagnosis
Compare how agencies investigate causes before proposing channels.
Verify the delivery team
Name the people, roles, availability and subcontractors doing the work.
Review comparable evidence
Check methods, outputs, limitations and references with similar complexity.
Inspect the working model
Clarify meetings, approvals, documentation, account access and escalation.
Test measurement transparency
Agree verified inquiries; repeat problem evidence; reachable audiences; pilot learning, vague segmentation; trend chasing; weak proof; channel dependence; delivery mismatch, attribution limits and reconciled reporting.
Run a bounded pilot
Treat Run a bounded pilot as a specific gate for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, not as a reusable checklist item that means the same thing on every page. Compare shortlist, name, staff, work, define and deliverables under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. Connect the finding to one owner and one next action so the page helps the visitor decide rather than merely describing a process.
Reconcile fees and incentives
Expose markups, media relationships, tools, production and change costs.
Contract for ownership and exit
Within Best Digital Marketing Agencies: Evidence-Led Evaluation Guide, Contract for ownership and exit should connect the page's stated intent to evidence that a media buyer or marketing team can actually inspect. The evidence record should make engagement, protect, client, data, account and access visible instead of hiding them inside a blended score or an unexplained recommendation. Connect the finding to one owner and one next action so the page helps the visitor decide rather than merely describing a process. FroggyAds supports the execution layer of this decision with self-serve media controls; the commercial conclusion should still come from the advertiser's accepted outcomes and documented limits.
Review the relationship quarterly
Assess team continuity, output, learning, economics, risk and capability transfer.
Eight dimensions for a defensible Digital Marketing definition
Match Best Digital Marketing Agencies evidence timing to decision reversibility
| Cadence | Primary evidence | Decision purpose |
|---|---|---|
| Daily or intraday | Verified Inquiries | Triage delivery, readiness or quality failures |
| Weekly | Vague Segmentation | Diagnose movement, dependencies and reversible actions |
| Monthly | Qualified Niche Demand | Review contribution, quality and resource allocation |
| Quarterly | Digital Marketing Niche Evidence Register | Revisit definitions, strategy, capacity and learning |
Four situations the Digital Marketing agency evaluation must handle
Senior sales, junior delivery
Require the named Digital Marketing team and staffing-change controls.
Good work, weak transparency
Make Good work, weak transparency specific to Best Digital Marketing Agencies: Evidence-Led Evaluation Guide by tying it to the exact workflow, audience or commercial constraint described on this page. The evidence record should make Keep, account, access, records, data and ownership visible instead of hiding them inside a blended score or an unexplained recommendation. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once. FroggyAds supports the execution layer of this decision with self-serve media controls; the commercial conclusion should still come from the advertiser's accepted outcomes and documented limits.
Fast output, poor customer evidence
Require stronger Digital Marketing research and validation before scale.
Results improve, dependency grows
Increase documentation and internal Digital Marketing capability transfer.
Continue the Digital Marketing planning and measurement system
Official sources for Best Digital Marketing Agencies: measurement, planning and responsible advertising
The practical role of Official sources for Best Digital Marketing Agencies: measurement, planning and responsible advertising in Best Digital Marketing Agencies: Evidence-Led Evaluation Guide is to expose the exact condition that can change the buyer's next action. Preserve the source, date and owner for verify, assumptions, behind, Agencies, including and reporting whenever they affect the decision, especially when the page compares options or sets a budget boundary. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once.
- Google Analytics reporting documentation
- Google Ads reporting documentation
- Google Search Console performance documentation
- Google Campaign Manager trafficking guidance
- Google helpful content guidance
- FTC advertising and marketing basics
- W3C WCAG 2.2
- NIST Privacy Framework
- FroggyAds advertiser information
- FroggyAds official Telegram channel
A buyer evaluating Best Digital Marketing Agencies: Evidence-Led Evaluation Guide can use Official sources for Best Digital Marketing Agencies: measurement, planning and responsible advertising to make the page actionable: identify the condition, document the evidence, and define the response. Review snapshot, Agencies, Recheck, legal, privacy and accessibility together, because a strong result in one of them should not conceal a material failure in another. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once.
Digital Marketing agency evaluation questions
What business need should be clear before comparing digital agencies?
Define the customer decision, commercial constraint and internal capability that must change. A general request for growth does not create a testable engagement.
How can a client verify the team behind a digital agency pitch?
Ask who will perform strategy, media, creative, data and approval work and what cover exists. The sales presenter may not be the person operating the account.
Who should own advertising and analytics accounts during agency work?
The client should retain controlled business ownership and grant least-privilege roles. Recovery and access removal must not depend on the agency's personal credentials.
Which compensation should a digital agency disclose?
Disclose retainers, project fees, media percentages, commissions, rebates, resale margins and tool referrals. The client needs to understand incentives behind recommendations.
Who verifies customer-facing claims proposed by an agency?
The client's accountable product and compliance owners must verify them before release. Agency expertise cannot create evidence, permission or service capacity the business lacks.
What customer data should a digital agency receive?
Provide only records needed for the approved scope under documented access and retention rules. Prefer aggregated or minimised evidence where individual detail is unnecessary.
What makes a paid agency pilot informative?
Use a defined audience, offer, period, deliverables, decision outcome and stop rule with client-owned accounts. The pilot should expose working quality, not only short-term response.
Which context belongs in a digital agency report?
Include definitions, filters, source lineage, material changes, costs, maturity and incidents beside results. A polished dashboard should not conceal uncertainty or dependencies.
How should a digital agency respond to a campaign error?
Stop or contain the affected delivery, alert the client's named decision makers and protect customer data before routine optimisation continues. Record the cause, correction and verification while the evidence is still available.
What makes digital agency offboarding complete?
Return account ownership, exports, assets, licences, definitions, decisions and open risks, then revoke access. Verify the next operator can continue every live responsibility.
BEST DIGITAL MARKETING AGENCIES TO PAID MEDIA
Use Best Digital Marketing Agencies insights to make measurable paid-media decisions
For Best Digital Marketing Agencies, connect this rule to the named audience, workflow, or comparison before acting. FroggyAds is a self-serve media-buying platform. Advertisers retain control of budget, targeting, creative, destination, measurement and optimization while using this Digital Marketing definition framework to keep evidence, timing, learning and action traceable.
Paid-media buying criteria for Best Digital Marketing Agencies
When comparing Best Digital Marketing Agencies, separate agency services from the media-buying layer. For cross-channel acquisition, programmatic buying and attribution, verify who owns the ad accounts, how media fees and bid strategy are handled, which targeting and inventory controls are available, how conversion tracking or S2S postbacks are validated, and whether source-level reporting remains exportable. If FroggyAds is used, the advertiser or agency can operate the self-serve DSP directly while retaining control of budgets, sources and campaign decisions.
Best Digital Marketing Agencies: Evidence-Led Evaluation Guide: the buyer task this URL owns
Use Best Digital Marketing Agencies: Evidence-Led Evaluation Guide when the immediate task is to evaluate providers against explicit selection criteria. For agencies and media buyers, the useful output is a documented media decision rather than another broad advertising overview. The nearest related FroggyAds page is Digital Marketing Guide; this URL keeps ownership of the distinct task to evaluate providers against explicit selection criteria.
The page-specific control set for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide is campaign objective, audience targeting, source quality, audience and market fit. Connect each item to a buyer action instead of adding generic advertising terminology.
| Checkpoint | Page-specific action | Evidence to keep |
|---|---|---|
| Fit | Define the buyer, accepted outcome and non-negotiable constraint. | Retain evidence specific to Best Digital Marketing Agencies: Evidence-Led Evaluation Guide and its accepted outcome. |
| Test | Launch the smallest campaign that can answer the page's buying question. | Retain evidence specific to Best Digital Marketing Agencies: Evidence-Led Evaluation Guide and its accepted outcome. |
| Decision | Keep, cap, exclude or expand from accepted-outcome evidence. | Retain evidence specific to Best Digital Marketing Agencies: Evidence-Led Evaluation Guide and its accepted outcome. |
Hypothetical calculation: if a controlled campaign for best digital marketing agencies: evidence-led evaluation guide spends USD 300 and produces 6 accepted conversions, accepted CPA is USD 300 / 6 = USD 50.0. Replace the inputs with your own campaign economics; this is not a FroggyAds performance claim.
Start the paid-media test for Best Digital Marketing Agencies: Evidence-Led Evaluation Guide with FroggyAds when you need direct control over formats, targeting, budgets and source evidence. Increase spend only after the result supports the next acquisition step. Create your free FroggyAds account.
Best Digital Marketing Agencies: Evidence-Led Evaluation Guide — what matters first
On this Best Digital Marketing Agencies: Evidence-Led Evaluation Guide page, Best Digital Marketing Agencies: Evidence-Led Evaluation Guide: what matters first matters because it changes what the advertiser should verify before committing budget or operating effort. Compare Agencies, Evidence-Led, Evaluation, helps, buyer and evaluate under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof.