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 the purpose of an RFP (Request for Proposal) in media buying?
Answer: To formally ask media vendors to submit proposals for how they can meet the advertiser's campaign needs
An RFP (Request for Proposal) is a document sent to media vendors inviting them to propose solutions — including placements, pricing, and added value — for an advertiser's upcoming campaign.
What does 'added value' mean in a media negotiation?
Answer: Bonus placements, sponsorships, or services a media vendor provides beyond the paid schedule
Added value in media negotiations refers to bonus elements — such as extra ad units, social mentions, event sponsorships, or editorial coverage — that a publisher includes beyond the contracted paid placements.
What is a media mix in advertising strategy?
Answer: The combination of different media channels used together to deliver an advertising campaign
A media mix is the combination of various media channels — such as TV, digital, radio, print, and out-of-home — selected and allocated to work together to achieve campaign objectives.
What is audience duplication in media planning?
Answer: The overlap in audiences reached by two or more media vehicles
Audience duplication is the portion of audience that is exposed to more than one media vehicle in a schedule, meaning the same individuals are reached by multiple placements.
In outdoor advertising, what does 'showing' refer to?
Answer: The percentage of a market's population that passes a set of billboard locations in a defined period
In out-of-home (OOH) advertising, a 'showing' or 'showing number' indicates the percentage of a market's total population that passes the billboard locations in one day.
What is a make-good in media buying?
Answer: Compensatory ad placements given by a publisher when original placements were not delivered as contracted
A make-good is a replacement ad placement provided by a media vendor to compensate for a previously contracted placement that was not delivered or was under-delivered.