Advertising  Glossary

 A

The Advertising Council -- A non-profit organization providing the media industry with public service campaigns on a number of social issues.

Advertising Executive or Account Manager -- Sales or service personnel employed by companies that sell Out-of-Home media (not to be confused with advertising agency account executive).

Adjustment (Make-Good) -- Credit applied where there is loss of service, replacement or other reasons that call for such modification of compensation.

Advertising Agency -- Company that creates, prepares and places advertising in various media, working as agent for its client (advertiser).

Advertising Structures -- Physical units built by a plant operator to display advertising. The structures are built to standard specifications. The advertising message is applied to the structure in several ways.

Agency Commission -- Compensation paid to an advertising agency by media for placing business. For Out-of-Home media, the traditional commission is 16-2/3% of the value (gross rate) of the contract, although this is sometimes negotiated.

Airport Displays -- A variety of advertising displays are available at airports, ranging from Dioramas (backlit wall posters) to free-standing islands or specially built exhibits.

Allotments -- The number of panels included in a Poster showing. The Poster medium consists of unilluminated Posters or a combination of both and are offered for sale in packages by the plant operator. The number of panels in a GRP/ Showing is referred to as the market allotment, which will vary from market to market.

American Advertising Federation (AAF) -- The AAF advocates the rights of advertisers through educating the government, news media and general public. AAF accomplishes these goals through a nationally-coordinated grassroots network of 50,000 affiliate members including advertising associations, and college chapters.

American Association of Advertising Agencies (AAAA) -- National organization of advertising agency business, representing 630 agencies of various sizes. AAAA agencies place close to 80% of all advertising appearing in U.S. AAAA has developed standards of practice and the time buying contracts used by most advertising agencies. This includes a standard Out-of-Home contract. AAAA has an Out-of-Home media committee that works with the industry on behalf of its members.

American Council of Highway Advertisers (ACHA) -- A national organization representing highway users and traveler-oriented companies utilizing Out-of-Home advertising.

Amortization -- An accounting term used to describe the process of depreciating an asset over an arbitrary period of time. Amortization is often misapplied to billboards describing a government attempt to confiscate property without payment of just compensation. Also a term used in contracting for Bulletins wherein elements such as added embellishments are amortized over the period of contract.

Angled -- Advertising structures are built for maximum visibility to vehicles approaching the structure. They are classified as angled when one end is set back more than 6' from the other end of the structure as measured along the line of travel.

Animation -- Involves special treatment such as moving components, flashing lights, etc. Used to gain added attention and awareness. Animation is more commonly used on rotary, permanent or spectacular type Bulletins (laws permitting).[国际4A广告网]

Annual Average Daily Traffic (Annual ADT) -- Measurement representing the total number of vehicles passing a given location, based upon 24-hour counts taken over an entire year. Mechanical counts are adjusted to an estimate of annual average daily traffic figure, taking into account seasonal variance, weekly changes and other variables.

Approach -- The distance measured along the line of travel from the point where the advertising structure first becomes visible to the point where copy is no longer readable (having passed out of sight).

Arteries or Arterials -- The major streets of a city or town.[国际4A广告网]

Association of National Advertisers (ANA) -- Ad industry's oldest trade association, (est. 1910) ANA is the only one exclusively dedicated to serving interests of corporations that advertise regionally and nationally. ANA members (representing 2,000 subsidiaries, divisions and operating units) market a variety of goods and services that account for over 80% of all annual regional and national ad expenditures in U.S. ANA's Out-of-Home Committee addresses issues of concern to advertisers using or considering those media to insure maximum effectiveness.

Audited (Circulation) -- The Traffic Audit Bureau for Media Measurement (TAB) independently audits records and circulation data for Out-of-Home media according to established national procedures approved by the buyer and seller community. Similar to Audit Bureau of Circulations (ABC).
[国际4A广告网]
Availability or Avails -- Avails in Out-of-Home media are the same as other media. It is the space available for sale at a given time.

Average Date of Completion -- Method of averaging the completion dates of several painted Bulletins in a single contract, reflecting the fact that some Bulletins are completed and exposed to traffic earlier or later than others