CAS Media Planning & Buying Flashcards

What is the difference between a media buy and a media plan?

Answer: A media plan is the strategy; a media buy is the actual purchase of ad space based on that plan

A media plan is the strategic blueprint outlining objectives, audiences, and channel selections, while a media buy is the execution of purchasing actual ad inventory based on that plan.

What is 'share of voice' (SOV) in advertising?

Answer: A brand's proportion of total advertising in a market compared to competitors

Share of Voice (SOV) measures a brand's advertising presence relative to the total advertising spend within a specific market or category.

Which type of media is characterized by the advertiser having the most editorial control?

Answer: Owned media

Owned media refers to channels the brand fully controls, such as a company website, blog, or email list, giving complete editorial control over the content.

What is an insertion order (IO) in media buying?

Answer: A formal contract between an advertiser and a publisher specifying ad placement details and costs

An Insertion Order (IO) is the final contractual agreement between an advertiser (or agency) and a publisher confirming the specific ad placements, dates, rates, and terms of a campaign.

What does flighting refer to in media scheduling?

Answer: A scheduling pattern where advertising runs during active periods followed by periods of no advertising

Flighting is a media scheduling strategy where advertising is concentrated in specific active periods (flights) followed by hiatuses, often used to manage budgets or align with seasonal demand.

What is a media audit in advertising?

Answer: A systematic evaluation of past media buys to assess efficiency, costs, and performance

A media audit is a comprehensive review and analysis of an advertiser's past media purchases to identify inefficiencies, benchmark costs, and improve future buying decisions.