As the media landscape gets more and more complicated, media planning is getting difficult. There's just never enough time to look at everything, and it's tempting to take shortcuts in order to make your job easier.
But you shouldn't-- no matter what kind of hurry you're in.
Here are seven common media planning mistakes and why you should do the extra work to avoid making them.
Author Notes:David L. Smith is CEO and Founder of Mediasmith, Inc., a San Francisco based Media Agency