CAS CAS Media Planning & Buying

Question 1

What is a media plan in advertising?

Accepted Answer

A strategic document outlining which media channels, timing, and budget will be used to reach a target audience

Answer

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?

Accepted Answer

The number of unique individuals exposed to a media vehicle at least once during a time period

Answer

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?

Accepted Answer

The total weight of an advertising schedule combining reach and frequency

Answer

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?

Accepted Answer

National television commercial

Answer

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?

Accepted Answer

Scheduling ads to run during specific times of day when target audiences are most active

Answer

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.

(CAS) Certified Advertising Specialist Practice Test

(CAS) Certified Advertising Specialist Practice Test

CAS CAS Media Planning & Buying