When it comes to your media plan, don't let bad media firms dupe you into thinking you have good reach and good frequency when you actually don't. Campaigns easily fall into the trap of "But I have 1,000 points on ___ this week so that means everybody will see it." Or "But my Google ads got 1,000,000 views." The whole point is having a custom, comprehensive media plan. Not every reach is worth the same amount. And not every frequency is the same amount.