Advertising structures that have illumination which sends light through the advertisement for higher visibility. Ads must be printed on special translucent surfaces.

"Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised. "

"Exchanging merchandise, or something other than money, for advertising time or space. "

A shading or dot pattern on a drawing.

"Means the industry practice of negotiating contracts with qualified advertising services suppliers for particular work/service orders, usually considering price quotations vis-à-vis supplier competence"

"(1) Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped posters, bulletins, wall murals and stadium/arena signage.(2) Sponsor identification at the beginning or end of a television show. "

A white paper border surrounding the poster copy area.

A white paper used to cover all or a portion of a poster design. Typically used to cover an ad that has expired until a new advertiser can be posted.

"Where the paper of the design itself goes clear to the molding without any blanking at top or sides. In some cases, the molding is eliminated."

A term used when referring to painted bulletins where paint from a previous design has worked through to the surface of the new design.

"A painted display development which, through elimination of the customary molding, permits painting of the copy to the extreme edge, thus providing greater copy area and more flexible and economical use of cut-outs for three dimensional effects"

"An advertisement, subscription request, or other printed card blown into a print publication rather than bound into it. "

A blue line drawn on a mechanical to indicate where a page will be cut.

Common name for Poster panels or Billboard bulletins.

"The text of a print ad, not including the headline, logo, or subscript material. "

"An agency that provides a limited service, such as one that does creative work but does not provide media planning, research, etc. Usually, this refers to a relatively small company. "

A comparison of the percent of a brand's sales in a market to the percent of the national population in that same market

Person who has marketing responsibilities for a specific brand

"Name used to distinguish one product from it's competitors. It can apply to a single product, an entire product line, or even a company"

"Transition from one scene to another, in a commercial or program. "

Verbal or written instructions to suppliers such as agencies and mailing houses etc. clearly identifying requirements. Ideally these should be discussed and agreed with the supplier in advance

"Promotion that is not ""Above The Line - ATL"". It includes most forms of advertising that require a response, as opposed to simply raising awareness. Advertisements with a coupon and/or phone number are included in this categorisation "

Common name for traditional billboards which measure 14 x 48 feet. Copy is produced primarily by two methods: painting directly on the surface or posting vinyl with the advertising message pre-printed digitally.