A specified period of time when a contract can be terminated. Most outdoor contracts are non-cancelable.

(1) An advertisement's headline; (2) The text accompanying an illustration or photograph.

"A poster placed in buses, subways, etc. Also called a Bus card."

"Media rates published by a broadcast station or print publication on a ""rate card."" This is typically the highest rate charged by a vehicle."

"A comparison of the percent of sales of a product category in a market, to the percent of population in that market."

"An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim."

"A pause for station identification, and commercials, during a network telecast."

Sheet metal letters with recessed frontal surfaces designed to accommodate incandescent bulbs or luminous tubing

"The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc."

The process of selecting individual unit locations to maximize out-of- home advertising objectives. Circulation- Traffic volume in a market.

A border or incandescent electric bulbs or luminous tubes place around a display which flash on and off in rotation. The lights thus appear to be rapidly moving around the border. This is frequently used on theatre marquees

A color photographic transparency.

"Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term ""audience"" is used more frequently."

The average of the daily effective circulation of all the non-illuminated panels in the poster plant multiplied by the number of non-illuminated panels in 100 showing plus the average of the day effective circulation of all the illuminated poster panels in the plant multiplied by the number of illuminated panels in a 100 showing.

"Individuals who have a reasonable opportunity of observing the display in approaching the face of the unit. This is actually half of all the people in foot, in cars and trucks, and 25 percent of all passengers on bus, street, cars and elevated mass transportation facilities passing a given point during a 1-hour daylight period or an 18-hour period in case of illuminated panels"

"All the people including passengers in autos, public transportation, trucks, pedestrian, going in all direction, who pass given a point during a 12-hour daylight period or an 18-hour period in case of illuminated panels"

"Print advertising that is limited to certain classes of goods and services, and usually limited in size and content."

An animation method that uses clay figurines.

"The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for publication."

The ad agency's term for the advertisers it represents.

A windowless envelope

The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.

"When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer's or listener's attention."

Covering an advertising message with white or grey paint before a new copy is painted to insure that none of the old copy shows through.

Paper with a slick and smooth finish.

"A survey of viewers or listeners of broadcast programming, conducted during the program."

"A list of people who have no known relationship with the advertiser, nor any known buying history of the product or service. Used to attract new customers "

"Refers to most modern typesetting methods, such as phototypesetting, because they do not involve pouring hot molten metal into molds for different type fonts."

"Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered ""collateral"" to the sales message delivered by the sales person."

A type of premium that consumers may desire to have as a part of a greater collection of similar goods.

"An early full-color print of a finished advertisement, used to evaluate the ad's final appearance."

"A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors."

"Specifications on a piece of artwork to a printer, showing the required colours for the item to be printed "

"A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches."

"A special media pricing arrangement that involves purchasing space or time on more than one vehicle, in a package deal. This is frequently offered where different vehicles share a common owner."

Advertising that involves commercial interests rather than advocating a social or political cause.

A description or explanation of the chain-of-events involved in communicating information from one party to another.

An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.

A pricing strategy that is based upon what the competition does.

"A method of determining an advertising budget, designed to maintain the current ""share of voice."""

"Names and addresses created from directories, public records, sales slips, trade show registrations and so forth "

"A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look."

"Also called a consent decree, this is a Federal Trade Commission order, by which an advertiser agrees to make changes in an advertisement or campaign, without the need for a legal hearing."

"Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer."

"Study of how people behave when obtaining, using, and disposing of products (and services)."

"A method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the ads."

"Promotional efforts designed to stimulate short-term purchasing behavior. Coupons, premiums, and samples are examples of consumer stimulants."

"(1) Advocating the rights of consumers, as against the efforts of advertisers, (2) The emphasis of advertising and marketing efforts toward creating consumers. These two definitions are almost opposite in meaning, but the former is commonly used today, while the latter was common prior to the 1970s."

"The process of deciding the exact details of customer contact i.e. telephone and mail, press campaign, targeted mailshot etc. "

"Special product packaging, where the package itself acts as a premium of value to the consumer."

Scheduling advertisements to appear at regular intervals over a period of time.

"Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand."

Where a photograph or other art depicts smooth gradations from one level of gray to another.

"A standard mailshot or advertisement, against which new designs and offers are tested "

"Publications, generally business-oriented, that are delivered only to readers who have some special qualifications. Generally, publications are free to the qualified recipients."

"Material sent out in response to enquiries from prospects, with the intention of converting them to customers "

"A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product."

"Same as Cooperative program, above."

All spoken words or written text in an advertisement.

"See Creative Strategy, below."

"Research to determine an ad's effectiveness, based on consumer responses to the ad."

A person who writes copy for mailings and advertisements

"A campaign that promotes a corporation, rather than a product or service sold by that corporation."

"Advertisements or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers' mistaken impressions created by prior advertising."

"For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price."

The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising.

Cost of exposure opportunities that equal one gross rating point in a market or one percent of The population.

"The cost, per 1 percent of a specified audience, of buying advertising space in a given media vehicle."

Cost of reaching one thousand potential viewers.

This is a standard measurement used for determining the cost effectiveness for a specific medium. It compares the cost of the advertisement to the number of impressions to your target audience. You can arrive at your CPM by dividing the media cost by the target impressions (in thousands).

"Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party's advertising."

"A measure of a media vehicle's reach, within a specific geographic area."

This is a standard measurement used for determining the cost effectiveness for a specific medium. It compares the cost of the advertisement to the number of impressions to your target audience. You can arrive at your CPM by dividing the media cost by the target impressions (in thousands).

This is a standard measurement used for determining the cost effectiveness for a specific medium. It compares the cost of the advertisement to the number of impressions to your target audience. You can arrive at your CPM by dividing the media cost by the target impressions (in thousands).

"An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a ""copy platform."""

The art directors and copywriters in an ad agency.

To eliminate or cut off specific portions of a photograph or illustration.

A poster or bulletin which is visible from the opposite side of the road that the cars viewing the board are traveling on.

"An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in a broadcast program's audience within a specified time period. This term is used by A.C. Nielsen. It also is used by many advertising practitioners to refer to the unduplicated audience of a print vehicle, or an entire media schedule."

"See Cumes, above."

An antiquated term that refers to a photograph or illustration.

"Letters, packages, figures or mechanical devices that are attached to the face of a painted bulletin to provide a three-dimensional effect. May also be called Embellishments"

"Any lettering, image, or mechanical device that extends beyond The standard face of a billboard to attract more attention. This is only allowed in certain areas."

A film editing technique that creates a quick transition from one scene to another.