How do you compare marketing quotes without mixing unlike scopes?

A quote is compared by channel, by quarter and by what arrives on day 30, not by the package title. Two similar figures can be a shoot plus ads, or only copy for a calendar nobody photographs. Ask each line to name the piece: a Maps read, a calendar, ads or a shoot. A line that says “strategy” and never says which file arrives does not get added in. The fee, the ad spend and a website get mixed into one total. The owner thinks they bought acquisition and they bought a document. The studio’s proposal fits in a message: one channel, a spend cap and the quarter’s pieces. That list is what you set beside another proposal.

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