A standardized poster format measuring 4' x 3' in overall size. Sometimes referred to as a junior poster.
[ Adjustment (Make-Good):
Credit applied where there is loss of service, replacement or other reasons that call for such modification of compensation.
[ Bulletin:
A standardized outdoor format commonly measuring 14' x 48' in overall size. Either sold as permanent displays or in rotary packages. Bulletin copy can be rendered using hand painting techniques, computer production or printing on paper.
[ Cancellation Period:
A specified period of time when a contract can be terminated. Common to all media.
[ Copy:
Artwork displayed on an out-of-home unit.
[ Copy Area:
The viewing area on an out-of-home unit.
[ CPM:
Cost per thousand. The term refers to the cost of reaching one thousand advertising exposure opportunities in a market. Common to all media.
[ CPP:
Cost per point. The term refers to the cost of exposure opportunities that equal one gross rating point in a market or one percent of the population. Common to all media.
[ Discount:
Reduction in quoted base space rates usually earned by contract continuity.
[ Display Period:
The interval of exposure when an out-of-home advertising campaign is viewed.
[ Embellishment:
Letters, figures, mechanical devices or lighting that is attached to the face of an out-of-home unit to create special effects.
[ Extension:
The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure.
[ Facing:
The cardinal direction that an out-of-home unit faces. As an example, a north facing bulletin would be viewed by vehicles traveling south.
[ Facing (Direction):
Specifies the direction the panel may be seen to the traffic flow; e.g., a south facing panel can be seen only by north-bound traffic and vice versa.
[ Flagging:
A tear that causes poster paper to hang loose from a bulletin or poster panel face.
[ Frequency:
The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency (and reach) in Out-of Home media is normally measured over a 30-day period.
[ GRP:
Gross Rating Point. The term refers to the total number of impressions delivered by a media schedule expressed as a percentage of a market population. Common to all media. In out-of-home a GRP level is sometimes referred to as a showing, and is measured on a daily basis.
[ Illuminated Unit:
An out-of-home unit equipped with lighting that provides nighttime illumination of an advertising message, usually from dusk until midnight.
[ Impressions:
The total number of impression opportunities an out-of-home unit can produce measured against a target audience in a market. Cumulative impressions can be combined to reflect an entire out-of-home campaign.
[ Location List:
A listing of all locations included in a specific out-of-home program.
[ Media Mix:
The combination of media types used together to meet the objectives of a media plan. Out-of-home media tends to enhance the overall effectiveness of various media mixes, particularly by cost-effectively increasing reach and frequency.
[ Molding:
The frame of metal, plastic or wood which surrounds the face of an advertising structure.
[ Out-of-service:
An advertising structure temporarily or permanently unavailable for advertising purposes.
[ Override:
The continuation of an out-of-home advertising program beyond a contracted period. An override, if offered by an out-of-home company, is provided at no additional cost to an advertiser.
[ Permanent Bulletin:
A bulletin that remains permanently located at a specified site throughout the term of a contract, usually for long periods. A permanent bulletin program can build strong brand recognition in specific market areas.
[ Permit:
A license granted by the state and/or municipality to authorize a sign structure on a site.
[ Posting Period:
The length of the time during which one panel design is displayed.
[ Posting Date:
The date when a poster program is scheduled to commence. A five day leeway is customary. Elephant posting dates are every Monday, Wednesday and Friday.
[ 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.
[ Reposting Charge:
An additional charge incurred for posting a change of design before expiration of a display period.
[ Tri-Vision:
An out-of-home unit with a slatted face that allows three different copy messages to revolve at intermittent intervals. Sometimes referred to as a Tri-vision.
[ Unilluminated Unit:
An Out-of- home unit that has not been equipped with lighting for nighttime illumination of an advertising message.
[ Vinyl:
A single-sheet substrate on which an advertising messages is rendered by either computer production or hand painting. Vinyl is primarily used on the face of bulletins.
