CAS Media Planning & Buying Flashcards
6 cards from real CAS practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 CAS Media Planning & Buying flashcards as text
What is a media plan in advertising?
Answer: A strategic document outlining which media channels, timing, and budget will be used to reach a target audience
A media plan is a strategic document that outlines which media channels to use, when to run ads, how much to spend, and how to reach the defined target audience effectively.
What does 'reach' mean in media planning?
Answer: The number of unique individuals exposed to a media vehicle at least once during a time period
Reach refers to the number of unique individuals who are exposed to a media vehicle or campaign at least once within a specified time period.
What is GRP (Gross Rating Point) used to measure?
Answer: The total weight of an advertising schedule combining reach and frequency
GRPs measure the total delivery of an advertising schedule by multiplying reach (%) by average frequency, giving a combined measure of campaign weight.
Which of the following is an example of above-the-line (ATL) advertising?
Answer: National television commercial
Above-the-line (ATL) advertising uses mass media channels like TV, radio, and national print to reach a broad, undifferentiated audience.
What is dayparting in media buying?
Answer: Scheduling ads to run during specific times of day when target audiences are most active
Dayparting is the practice of scheduling ads to run during specific times of day or days of the week when the target audience is most likely to be engaged and receptive.
What does CPM stand for in media buying?
Answer: Cost Per Mille (cost per thousand impressions)
CPM (Cost Per Mille) is a pricing model where advertisers pay a set rate for every 1,000 impressions their ad receives, commonly used for awareness-focused campaigns.