CAS CAS Media Planning & Buying 2

Question 1

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

Accepted Answer

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

Answer

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?

Accepted Answer

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

Answer

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?

Accepted Answer

Owned media

Answer

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?

Accepted Answer

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

Answer

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?

Accepted Answer

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

Answer

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.

(CAS) Certified Advertising Specialist Practice Test

(CAS) Certified Advertising Specialist Practice Test

CAS CAS Media Planning & Buying 2