One of the largest expenses in the advertising budget is the ______ buy, which refers to the actual purchase of airtime or print page.

• A. Creative
• B. Media
• C. Agency
• D. Production

Answer: (B)

The main concept is that the biggest line item in an advertising budget is the media buy—the actual purchase of airtime or print space. This cost scales with how many people you want to reach, how often they should see the message, and how many outlets you’re using, so it tends to be the largest expense in most big campaigns. Creative work, agency services, and production are important, but they typically don’t match the sheer scale of buying media space across TV, radio, print, and digital channels. The media buy is what translates your plan into real, visible exposure, which is why it’s the largest budget item.