|
|
|
Glossary of Industry Terms
| Allotment |
| The
number of units required to achieve a desired GRP
level in a market. |
|
|
 |
| Approach |
| The
distance measured along a line of travel from the point where
an advertising unit first becomes fully visible to the point
where the copy is no longer readable. |
|
|
|
| Bleed |
| Poster
copy that extends to the edge of a poster panel on all sides. |
|
|
|
| Cancellation
Period |
| The
time stipulated by plant contract agreement affecting contract
termination |
|
|
|
| Circulation |
| Traffic
volume in a market |
|
|
|
| Continuity
Discount |
| Reduction
in space rates through the continuation of contract duration. |
|
|
|
| CPM
|
| Cost
Per Thousand. The cost of reaching one thousand advertising
exposure opportunities in a market. |
|
|
|
| Coverage |
| Number
of vehicles in a target market area (DMA
or MSA) and the time they are on the road. |
|
|
|
| DEC |
Daily
Effective Circulation. The average number of potential viewer
impressions generated by vehicles
during each campaign day.
Synonym: Daily Impressions/ Truck |
|
|
|
| Demographic
Profiles |
| Audience
breakdowns based on various characteristics such as as age,
sex, income and education. |
|
|
|
| DOT |
| Department
of Transportation. Official agency of the federal, state or
city governments which regulates and studies traffic flow, and
issues statistics on the same. DOT studies are the basis of
most DEC's audited by the Traffic Audit Bureau. |
|
|
|
| DMA |
| Designated
Market Area. A clearly defined geographic area used to establish
a standard measure for population statistics and analysis. Non
overlapping DMA's cover the entire country. |
|
|
|
| Display
Period |
| Total
advertising time frame. |
|
|
|
| Exposure |
| Represents
the reasonable opportunities for advertising to be seen and
read. |
|
|
|
| Flex
Face Vinyl |
| Also
known as non-adhesive vinyl. Vinyl substrate that is applied
to the truck by use of a four-sided framing system. |
|
|
|
| Frequency |
| The
average number of times that an individual is exposed to an
outdoor advertising message during each campaign month. See
Graph |
|
|
|
| Gross
Impressions |
| The
sum of impressions registered against a target audience based
on a GRP level of days or weeks in a schedule. |
|
|
|
| GRP |
| Gross
Rating Point. Represents the percentage of the population that
will see your ad per day in a specific city. Also known as a
showing. |
|
|
|
| Impression |
| Is
a term used by all media to quantify the number of people who
have an opportunity to see an ad in a given time. |
|
|
|
| Live
Area |
| Marking
area of the vinyl substrate used in outdoor advertising. |
|
|
|
| MSA |
| Metropolitan
Statistical Area. A clearly defined geographic area used to
establish a standard measure for population statistics and analysis.
Defined by the US Government and represents the commercial core
of an economic region. |
|
|
|
| Out
of Home |
| All
advertising that is specifically intended to reach consumers
outside the home. Out of Home includes, but is not limited to,
outdoor media and radio. |
|
|
|
| Outdoor
Advertising |
| The
term refers to many forms of media that carry advertising messages
to consumer audiences outside the home. Outdoor products are
divided among three primary categories: billboards, street furniture,
and transit. |
|
|
|
| Pressure
Sensitive Vinyl |
| Also
known as non-adhesive vinyl. Vinyl substrate backed with adhesive
glue that is applied to the truck with heat by PDAA
installers. |
|
|
|
| PDAA |
| Professional
Decal Applicator's Association |
|
|
|
| Proof
of Performance |
| Certification
by an Out of Home company that contracted
advertising services have been rendered. |
|
|
|
| Reach |
| The
percent of a target audience exposed to an advertising message
at least once during a specified period of time. Reach is normally
measured over four-week periods. Common to all media. See
Example |
|
|
|
| Target
Audience |
| The
profile of most desired consumer prospects for a product or
a service, listed by characteristics such as demography, lifestyle,
brand, or media consumption, purchase behavior, etc. |
|
|
|
| TRP |
| Total
Rating Point. Also called GRP. The term refers
to the total number of impressions
delivered by a media schedule expressed as a percentage of a
market population. Also known as showings. |
|
|
|
| Transit |
| Transit
advertising displays are affixed to moving vehicles or in the
common areas of transit terminals and stations. Transit displays
include, but are not limited to, bus panels, train/ rail panels,
airport panels, taxi panels, and mobile advertising signage
(trucks). |
|
|
|
|
