CAS CAS Media Planning & Buying

Question 1

What is a media plan in advertising?

Accepted Answer

A strategic document outlining which media channels, timing, and budget will be used to reach a target audience

Answer

A schedule for social media posts

Answer

A plan for designing print media

Answer

A budget allocation for content creation

Question 2

What does 'reach' mean in media planning?

Accepted Answer

The number of unique individuals exposed to a media vehicle at least once during a time period

Answer

The distance an ad physically travels

Answer

The total number of ad impressions served

Answer

The geographic coverage of an outdoor billboard

Question 3

What is GRP (Gross Rating Point) used to measure?

Accepted Answer

The total weight of an advertising schedule combining reach and frequency

Answer

The gross profit from ad sales

Answer

The number of gross impressions per market

Answer

A publisher's rating for ad quality

Question 4

Which of the following is an example of above-the-line (ATL) advertising?

Accepted Answer

National television commercial

Answer

In-store promotional display

Answer

Direct mail coupon

Answer

Sales representative pitch

Question 5

What is dayparting in media buying?

Accepted Answer

Scheduling ads to run during specific times of day when target audiences are most active

Answer

Splitting the advertising budget by day of week

Answer

Dividing the campaign into daily phases

Answer

Buying ad time one day at a time

Question 6

What does CPM stand for in media buying?

Accepted Answer

Cost Per Mille (cost per thousand impressions)

Answer

Cost Per Month

Answer

Cost Per Media placement

Answer

Consumer Purchase Metric