Man thoroughly familiar with all the phases of outdoor advertising and responsible for seeing that all the services available from OAAP are provided for the agencies and accounts he is assigned. The services of these men are available for advise and counsel on the most effective use of the medium.

"One who has purchased products, merchandise, information or services within the last 12 months "

"Time periods immediately before and after a television program, normally used as a commercial break between programs"

"An allowance made by the plant operator to the advertiser when there has been a loss in service in violation of the contract terms. This adjustment usually takes the form of extended service, extra service, or cash fund"

"A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average"

"Often referred to as a ""Teaser Mailing"", this is a simple mailing or postcard mailed in advance of the main mailing in order to create awareness and increase response "

"A premium provided to a consumer, on the condition of some later purchase"

Means the Client or Sponsor in whose behalf and for whose account advertising is produced and disseminated. It is used interchangeably with ADVERTISING SECTOR

"There are a variety of definitions, with subtle but important distinctions. While the general public frequently views advertising as encompassing all forms of promotional communication, most advertising practitioners limit it to paid communications conveyed by a mass medium. The latter definition distinguishes advertising from other forms of marketing communication, such as Sales Promotion, Public Relations, and Direct Marketing. "

"Refers to the service organization, whether single proprietors, partnership or corporation, established and operated for the purpose of tendering counsel on, creating, producing and implementing advertising programs for and in behalf of advertisers, utilizing any or all forms of media to inform and educate consumers on the availability and attributes of products and services, as integral part of marketing practice."

"Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising"

"Refers to any form of communications directed by an advertiser/sponsor to any mass audience, whether readers, listeners or viewers."

"An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals"

"Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives. "

"A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product"

"An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below"

"A measure of newspaper advertising space, one column wide and 1/14th inch deep. "

"Sum of money paid to an advertising agency by media for placing business, usually 15% of the gross rate of the contract. "

"Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc"

A research method frequently used to determine what consumers remember about an advertisement they have seen or heard

"Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase. "

The number of units required to achieve a desired GRP level in a particular market.

"The final edited version (print) of a television commercial, for approval by the client. It may still need color correction, etc"

The advertisement's selling message

"The total distance measurement that copy on a structure is readable. Usually 1500, 1000, and 500 feet."

The lattice or other decorative finish immediately below the bottom of poster panels or painted bulletins. It is occasionally called a baseboard even though this term is usually confined to a solid base

"The artwork for an ad, to be submitted for client approval"

The major secondary streets of a city (not freeways) where speeds are Usually lower.

"The visual components of an ad, not including the typeset text"

"A term applied to ‘traditional’ advertising such as posters, television and radio, that does not require a direct response but instead builds awareness of goods and services "

The number of people who saw or heard more than one of the programs or publications in which an ad was placed.

"Refers to the viewer, listener, or reader mass addresses by advertising messages"

Space available for sale at a given time.

This is the average number of exposures to your advertising message by your target audience. You can arrive at your Average Frequency by dividing your total Gross Rating Points by your Total Reach.