CAS CAS Media Planning & Buying 1 — Questions and Answers
Question 1: What is a media plan in advertising?
- A schedule for social media posts
- A strategic document outlining which media channels, timing, and budget will be used to reach a target audience (Correct answer)
- A plan for designing print media
- A budget allocation for content creation
Correct 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.
Question 2: What does 'reach' mean in media planning?
- The distance an ad physically travels
- The number of unique individuals exposed to a media vehicle at least once during a time period (Correct answer)
- The total number of ad impressions served
- The geographic coverage of an outdoor billboard
Correct 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.
Question 3: What is GRP (Gross Rating Point) used to measure?
- The gross profit from ad sales
- The total weight of an advertising schedule combining reach and frequency (Correct answer)
- The number of gross impressions per market
- A publisher's rating for ad quality
Correct 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.
Question 4: Which of the following is an example of above-the-line (ATL) advertising?
- In-store promotional display
- National television commercial (Correct answer)
- Direct mail coupon
- Sales representative pitch
Correct 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.
Question 5: What is dayparting in media buying?
- Splitting the advertising budget by day of week
- Scheduling ads to run during specific times of day when target audiences are most active (Correct answer)
- Dividing the campaign into daily phases
- Buying ad time one day at a time
Correct 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.
Question 6: What does CPM stand for in media buying?
- Cost Per Month
- Cost Per Mille (cost per thousand impressions) (Correct answer)
- Cost Per Media placement
- Consumer Purchase Metric
Correct 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.
CAS CAS Media Planning & Buying 1
What is a media plan in advertising?