CAS CAS Media Planning & Buying 2 — Questions and Answers
Question 1: What is the difference between a media buy and a media plan?
- They are the same document with different names
- A media plan is the strategy; a media buy is the actual purchase of ad space based on that plan (Correct answer)
- A media buy focuses on digital; a media plan covers traditional only
- A media plan is created after buying is complete
Correct 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.
Question 2: What is 'share of voice' (SOV) in advertising?
- The percentage of ad revenue a broadcaster keeps
- A brand's proportion of total advertising in a market compared to competitors (Correct answer)
- The audio volume level of a radio ad
- The number of spokespersons featured in a campaign
Correct 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.
Question 3: Which type of media is characterized by the advertiser having the most editorial control?
- Earned media
- Shared media
- Paid media
- Owned media (Correct answer)
Correct 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.
Question 4: What is an insertion order (IO) in media buying?
- The order in which ads appear on a webpage
- A formal contract between an advertiser and a publisher specifying ad placement details and costs (Correct answer)
- A ranking system for ad creative priority
- A document listing the order of media placements by performance
Correct 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.
Question 5: What does flighting refer to in media scheduling?
- Running ads on airline channels
- A scheduling pattern where advertising runs during active periods followed by periods of no advertising (Correct answer)
- The process of moving budgets between channels
- Buying ad time on multiple flights of the same aircraft
Correct 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.
Question 6: What is a media audit in advertising?
- An IRS review of advertising tax deductions
- A systematic evaluation of past media buys to assess efficiency, costs, and performance (Correct answer)
- A review of competitor media placements
- An analysis of a media owner's audience data
Correct 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.
CAS CAS Media Planning & Buying 2
What is the difference between a media buy and a media plan?