AAAA
American Association of Advertising Agencies. 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. AAAA has an Outdoor Media committee that works with
the industry on behalf of its members.
AAF
American Advertising Federation. The AAF advocates the
rights of advertisers through educating the government, news
media and general public. The AAF accomplishes these goals through
a nationally coordinated grassroots network of 50,000 affiliate
members including advertising associations, and college chapters.
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 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).
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 poster medium consists of unilluminated posters
and illuminated 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.
Alternative Media
Outdoor formats that do not fall into the categories
of: billboards, street furniture or transit. Most alternative
media is used to create customized solutions for advertisers.
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.
ANA
Association of National Advertisers. The ad industry's oldest trade
association (est. 1910), ANA is the only one exclusively dedicated
to serving the interests of corporations that advertise regionally
and nationally. ANA members (representing 2,000 subsidiaries, divisions
and operation 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 Outdoor Advertising Committee addresses issues to
advertisers using or considering those media to ensure maximum
effectiveness.
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).
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).
ARF
American Research Foundation. Founded in 1936 by the
Association of National Advertisers and the American Association
of Advertising Agencies, the Advertising Research Foundation
is the preeminent professional organization in the field of
advertising, marketing and media research. Its combined membership
represents more than 400 advertisers, advertising agencies,
research firms, media companies, educational institutions and
international organizations. The principal mission of the ARF
is to improve the practice of advertising, marketing and media
research in pursuit of more effective marketing and advertising
communications.
ARTERIES OR ARTERIALS
The major streets of a city or town.
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
The certification of traffic circulation. The TAB
is an independent auditing bureau responsible for verifying
traffic circulation in a market.
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).
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.
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