[广告行业]英文术语.docx

[广告行业]英文术语
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).
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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
B
Backlighted Units (Backlit) -- Advertising structures which house illumination in a box to throw light through translucent advertising printed on plastic or heavy duty paper for higher visibility, especially at night.

Bar Coding -- Technology similar to supermarket's UPC symbols whereby locations, postings, and other information can be scanned and checked by electronically "reading" bar code information. Used for labor-saving, error-free operations as well as for performance verification of contracts.

Beach Panels -- Advertising panels affixed to lifeguard towers. (Available in LA county beach areas.)

Billboard--Common term for Poster Panels and Bulletins

Bill Poster -- The plant operator employee who places the advertising paper on the advertising structure.

Billroom -- The place where advertising paper is stored and prepared for the bill poster's use.

Blanket Contract -- A contract for a specified amount of money which covers space purchased as authorizations are received.

Blanking -- White paper border surrounding the Poster copy area. Applied between the Poster and panel molding. Measurements set by industry standards.

Bleed Poster -- The use of blanking papers of the same color as the Poster background to bring the design up to the molding.

Bleed-Through -- A production difficulty where the previous design used on a structure can be seen through the current message. Can occur because of the kind of paper used, a chemical reaction of certain pigments, or because of excessive wetting from heavy rain.

Blister -- Paint or paper sometimes separate from the structure by forming air pockets or a blister.

Blocked Panel -- An advertising structure whose view has been obstructed on a more or less permanent basis.

Boards -- Common term for Posters and Bulletins.

Booked -- Acceptance of a contract for advertising space by the plant operator.

Bulletins -- A large, permanent or rotary advertising structure. Common sizes are 14' x 48', 20' x 60', and 10'6" x 36'. Sometimes called a painted bulletin, copy may be painted directly on the surface, posted using printed paper or may be printed (either fully or partially) on a flexible vinyl covering which is then attached to the structure.

"Buyer's Guide to Outdoor Advertising" -- The official rate and panel allotment source for 30-Sheet Posters and Rotary Bulletins. Published by CMR (Competitive Media Reports) under the auspices of the OAAA (Outdoor Advertising Association of America). Issued twice a year
C
Campus Kiosks -- Free-standing displays located on college campuses in selected markets.

Cancellation Period -- A specified period of time during which a contract may be terminated. Standard AAAA contracts include cancellation periods which have become accepted practice for the industry.

Car Cards -- Advertising displays of various sizes posted in buses, subways and commuter trains.

CD-Rom -- Short for Compact Disk - Read-Only Memory. Storage technology that uses same kind of disks as an audio CD, but enables 500 megabytes of text, audio, animation and video date to be stored in 4 - ? of space.

Channel Letters -- Sheet metal letters with recessed surface designed to accommodate incandescent bulbs or luminous tubing.

Charting the Showing -- The process of scheduling proposed or actual display locations on a market's streets and highways.

Checking -- Physical inspections of the market locations to verify that the delivery meets contract specifications.

Circulation--Traffic volume in a market, used for determining the advertising value of the board.

City Panels -- Framed Posters on streetside of phone booth kiosks with visibility to vehicles and pedestrians.

Coat Out -- The process of covering a painted advertising message (Bulletins) with white or gray paint before new copy is painted.

Code of Ethics -- The trade associations of Out-of-Home operators have voluntary sets of principles pledging members' plans to operate in the public interest.

Collating Posters -- Posters are made up of individual sheets. These sheets are organized or collated in the sequence needed so that the bill poster will post the advertising message properly.

Color Chart -- A chart containing samples of standard colors available from paint manufacturers for use as a guide in designing painted advertising structures or wall surfaces.

Color Chips -- Color samples painted on wood, plastic, or paper which are sent to plant operators enabling them to match colors for artwork in which non-standard colors are specified; also called color swatches.

Commercial/ Industrial Area -- Land and/ or property used for business, industry, commerce or trade. Under federal law, billboards are permitted in these areas in accordance with state and local customary use provisions which specify size, lighting and spacing.

Commercial or "On-Premise" Signs -- Privately owned (usually on-site) advertising structures used on roofs, walls or other outdoor surfaces of business establishment or factories for purposed of identification or direction of that particular business. Such signs are not considered Out-of-Home media.

Commuter Clock -- Combination advertising display and time indicator located in subway stations or other transportation locations.

Competitive Plants -- One or more Out-of-Home advertising plant operators offering services in the same market area.

Computerized Electronics -- Currently, several advertisers are utilizing computerized LED displays on Out-of-Home advertising structures; enables a computer operator to change the advertising message electronically on a continual basis.

Computer Printing/ Painting -- Method of applying design to flexible vinyl via computer technology; insures faithful reproduction of full or partial size, full color advertisements with quality assurance from copy to copy; reusable and resistant to fading, cracking and weather.

Conforming Sign -- A sign or a billboard legally erected in accordance with federal, state and local permit requirements and laws.

Cooperative Account (Co-Op) -- Method of sharing costs of advertising offered by a manufacturer to distributors, dealers, or retailers. Common to all media.

Copy Area -- The complete advertising message to be displayed on an advertising structure (including words and illustrations).

Cost Per Thousand - CPM -- The cost of reaching one thousand potential viewers of an Out-of-Home panel. The formula for calculation: the monthly cost divided by the circulation in thousands.

Cost per Point (CPP) -- The cost of exposure opportunities equal to one market gross rating point; i.e., 1% of the market's population.

Counting Station -- A defined point on a street where vehicles and/ or pedestrians are recorded to determine circulation. Counting stations are used not only by Out-of-Home media but by federal, state and local governments.

Coverage -- Coverage may refer to a) the market or b) that percentage of a market population that has potential exposure (reasonable opportunity to see the advertising), or "reach," of the panels purchased.

"C" Print -- A glossy four-color print or high quality color copy, usually made from a transparency. Often used as guide artwork for Bulletin painters to follow for color and composition of the illustration.

Credit -- The allowance given by the plant operator for loss of service; most commonly given as extended service, added service or refund.

Cross-Reader -- An advertising display which is visible across traffic lanes on the opposite side of the roadway.

Cut-Outs; Extensions; Embellishments -- Add-ons to the structure (usually Bulletins) that extend beyond the standard structure area to command greater attention to the message. Can include letters, packages, 3-D elements, fiber optics, etc
D
Daily Effective Circulation (DEC/Impressions) -- Average number of persons potentially exposed to an advertising display for either 12 hours (unilluminated - 6:00 am to 6:00 pm) or 18 hours (illuminated - 6:00 am to 12:00 midnight).

Database -- Compilation of facts, figures or other information kept in computer memories for future referral.

Day-Glo -- A tradename for certain inks or lacquers that become fluorescent when activated by ultraviolet rays of sunlight or special illumination.

Demographic Profiles -- Audience breakdowns based on various characteristics such as age, sex, income, education, etc.

Department of Transportation (DOT) -- Official agency of the federal, state or city governments which regulates and studies traffic flow, and issues statistics on same. DOT studies are the basis of most DEC/Impressions audited by the TAB (Traffic Audit Bureau).

Diorama -- A backlit display located in airports, bus terminals and sports stadiums/ arenas.

Discount -- Reduction in quoted base space rates usually earned by contract continuity.

Display Period -- The days of exposure during which the individual advertising message is on display. Posters and Transit (Shelters, Buses, etc.) are normally contracted for monthly periods; rotating Bulletins display the same copy at the advertiser's discretion; permanent Bulletin display period varies according to contract.

Distribution -- The physical location of the individual advertising structures within a market relative to exposure potential.

DMA (Designated Market Area) -- A rigidly defined geographical area used by A.C. Nielsen (market research) to identify TV stations that best reach an area and attract the most viewers. A DMA consists of all ZIP Codes whose largest viewing s