The desire for instant gratification

  Trying to reach more people than the budget will allow

  Assuming the business owner knows best

  Unsubstantiated claims

  Improper use of passive media

  Creating ads instead of campaigns

  Obedience to unwritten rules

  Late-week schedules

  Overconfidence in qualitative targeting

  Event-driven marketing

  Great production without great copy

  Confusing reactions with results