Due to the availability of technological timesavers and shortcuts,the media planner does not have to know the product,the market,and the media,and to then make the call.

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Even with all the technological timesavers and shortcuts, though, it's still up to the media planner to know the product, the market, and the media, and to then make the call. Computers can't decide which medium or environment is best for the message. They can't evaluate the content of a magazine or the image of a TV program. They can't judge whether the numbers they're fed are valid or reliable, and they can't interpret the meaning of the numbers. What they can do is help the process along.

Due to the Availability of Technological Timesavers and Shortcuts,the Media