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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). |
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