广告行业英文术语简介英文版.docx

广告行业英文术语简介英文版广告行业英文术语AdvertisingGlossaryATheAdvertisingCouncil-Anon-profitorganizationprovidingthemediaindustrywithpublicservicecampaignsonanumberofsocialissues.AdvertisingExecutiveorAccountManager-SalesorservicepersonnelemployedbycompaniesthatsellOut-of-Homemedia(nottobeconfusedwithadvertisingagencyaccountexecutive).Adjustment(Make-Good)Creditappliedwherethereislossofservice,replacementorotherreasonsthatcallforsuchmodificationofcompensation.AdvertisingAgency-Companythatcreates,preparesandplacesadvertisinginvariousmedia,workingasagentforitsclient(advertiser).AdvertisingStructuresPhysicalunitsbuiltbyaplantoperatortodisplayadvertising.Thestructuresarebuilttostandardspecifications.Theadvertisingmessageisappliedtothestructureinseveralways.AgencyCommissionCompensationpaidtoanadvertisingagencybymediaforplacingbusiness.ForOut-of-Homemedia,thetraditionalcommissionis16-2/3%ofthevalue(grossrate)ofthecontract,althoughthisissometimesnegotiated.AirportDisplays-Avarietyofadvertisingdisplaysareavailableatairports,rangingfromDioramas(backlitwallposters)tofree-standingislandsorspeciallybuiltexhibits.AllotmentsThenumberofpanelsincludedinaPostershowing.ThePostermediumconsistsofunilluminatedPostersoracombinationofbothandareofferedforsaleinpackagesbytheplantoperator.ThenumberofpanelsinaGRP/Showingisreferredtoasthemarketallotment,whichwillvaryfrommarkettomarket.AmericanAdvertisingFederation(AAF)TheAAFadvocatestherightsofadvertisersthrougheducatingthegovernment,newsmediaandgeneralpublic.AAFaccomplishesthesegoalsthroughanationally-coordinatedgrassrootsnetworkof50,000affiliatemembersincludingadvertisingassociations,andcollegechapters.AmericanAssociationofAdvertisingAgencies(AAAA)Nationalorganizationofadvertisingagencybusiness,representing630agenciesofvarioussizes.AAAAagenciesplacecloseto80%ofalladvertisingappearinginU.S.AAAAhasdevelopedstandardsofpracticeandthetimebuyingcontractsusedbymostadvertisingagencies.ThisincludesastandardOut-of-Homecontract.AAAAhasanOut-of-Homemediacommitteethatworkswiththeindustryonbehalfofitsmembers.AmericanCouncilofHighwayAdvertisers(ACHA)Anationalorganizationrepresentinghighwayusersandtraveler-orientedcompaniesutilizingOut-of-Homeadvertising.Amortization-Anaccountingtermusedtodescribetheprocessofdepreciatinganassetoveranarbitraryperiodoftime.Amortizationisoftenmisappliedtobillboardsdescribingagovernmentattempttoconfiscatepropertywithoutpaymentofjustcompensation.AlsoatermusedincontractingforBulletinswhereinelementssuchasaddedembellishmentsareamortizedovertheperiodofcontract.AngledAdvertisingstructuresarebuiltformaximumvisibilitytovehiclesapproachingthestructure.Theyareclassifiedasangledwhenoneendissetbackmorethan6'fromtheotherendofthestructureasmeasuredalongthelineoftravel.AnimationInvolvesspecialtreatmentsuchasmovingcomponents,flashinglights,etc.Usedtogainaddedattentionandawareness.Animationismorecommonlyusedonrotary,permanentorspectaculartypeBulletins(lawspermitting).AnnualAverageDailyTraffic(AnnualADT)Measurementrepresentingthetotalnumberofvehiclespassingagivenlocation,basedupon24-hourcountstakenoveranentireyear.Mechanicalcountsareadjustedtoanestimateofannualaveragedailytrafficfigure,takingintoaccountseasonalvariance,weeklychangesandothervariables.ApproachThedistancemeasuredalongthelineoftravelfromthepointwheretheadvertisingstructurefirstbecomesvisibletothepointwherecopyisnolongerreadable(havingpassedoutofsight).ArteriesorArterialsThemajorstreetsofacityortown.AssociationofNationalAdvertisers(ANA)Adindustry'soldesttradeassociation,(est.1910)ANAistheonlyoneexclusivelydedicatedtoservinginterestsofcorporationsthatadvertiseregionallyandnationally.ANAmembers(representing2,000subsidiaries,divisionsandoperatingunits)marketavarietyofgoodsandservicesthataccountforover80%ofallannualregionalandnationaladexpendituresinU.S.ANA,sOut-of-HomeCommitteeaddressesissuesofconcerntoadvertisersusingorconsideringthosemediatoinsuremaximumeffectiveness.Audited(Circulation)TheTrafficAuditBureauforMediaMeasurement(TAB)independentlyauditsrecordsandcirculationdataforOut-of-Homemediaaccordingtoestablishednationalproceduresapprovedbythebuyerandsellercommunity.SimilartoAuditBureauOfCirculations(ABC).AvailabilityorAvailsAvailsinOut-of-Homemediaarethesameasothermedia.Itisthespaceavailableforsaleatagiventime.AverageDateofCompletion-MethodofaveragingthecompletiondatesofseveralpaintedBulletinsinasinglecontract,reflectingthefactthatsomeBulletinsarecompletedandexposedtotrafficearlierorlaterthanothersBBacklightedUnits(Backlit)Advertisingstructureswhichhouseilluminationinaboxtothrowlightthroughtranslucentadvertisingprintedonplasticorheavydutypaperforhighervisibility,especiallyatnight.BarCoding-Technologysimilartosupermarket'sUPCsymbolswherebylocations,postings,andotherinformationcanbescannedandcheckedbyelectronicallyreading"barcodeinformation.Usedforlabor-saving,error-freeoperationsaswellasforperformanceverificationofcontracts.BeachPanelsAdvertisingpanelsaffixedtolifeguardtowers.(AvailableinLAcountybeachareas.)Billboard-CommontermforPosterPanelsandBulletinsBillPoster-Theplantoperatoremployeewhoplacestheadvertisingpaperontheadvertisingstructure.Billroom-Theplacewhereadvertisingpaperisstoredandpreparedforthebillposter'suse.BlanketContract-Acontractforaspecifiedamountofmoneywhichcoversspacepurchasedasauthorizationsarereceived.Blanking-WhitepaperbordersurroundingthePostercopyarea.AppliedbetweenthePosterandpanelmolding.Measurementssetbyindustrystandards.BleedPosterTheuseofblankingpapersofthesamecolorasthePosterbackgroundtobringthedesignuptothemolding.Bleed-Through-Aproductiondifficultywherethepreviousdesignusedonastructurecanbeseenthroughthecurrentmessage.Canoccurbecauseofthekindofpaperused,achemicalreactionofcertainpigments,orbecauseofexcessivewettingfromheavyrain.BlisterPaintorpapersometimesseparatefromthestructurebyformingairpocketsorablister.BlockedPanelAnadvertisingstructurewhoseviewhasbeenobstructedonamoreorlesspermanentbasis.BoardsCommontermforPostersandBulletins.BookedAcceptanceofacontractforadvertisingspacebytheplantoperator.BulletinsAlarge,permanentorrotaryadvertisingstructure.Commonsizesare14'x48',20'x60,and10'6"x36'.Sometimescalledapaintedbulletin,copymaybepainteddirectlyonthesurface,postedusingprintedpaperormaybeprinted(eitherfullyorpartially)onaflexiblevinylcoveringwhichisthenattachedtothestructure.,Buyer,sGuidetoOutdoorAdvertising"Theofficialrateandpanelallotmentsourcefor30-SheetPostersandRotaryBulletins.PublishedbyCMR(CompetitiveMediaReports)undertheauspicesoftheOAAA(OutdoorAdvertisingAssociationofAmerica).IssuedtwiceayearCCampusKiosksFree-standingdisplayslocatedoncollegecampusesinselectedmarkets.CancellationPeriodAspecifiedperiodoftimeduringwhichacontractmaybeterminated.StandardAAAAcontractsincludecancellationperiodswhichhavebecomeacceptedpracticefortheindustry.CarCards-Advertisingdisplaysofvarioussizespostedinbuses,subwaysandcommutertrains.CD-RomShortforCompactDisk-Read-OnlyMemory.StoragetechnologythatusessamekindofdisksasanaudioCD,butenables500megabytesoftext,audio,animationandvideodatetobestoredin4-?ofspace.ChannelLettersSheetmetalletterswithrecessedsurfacedesignedtoaccommodateincandescentbulbsorluminoustubing.ChartingtheShowingTheprocessofschedulingproposedoractualdisplaylocationsonamarket,sstreetsandhighways.CheckingPhysicalinspectionsofthemarketlocationstoverifythatthedeliverymeetscontractspecifications.Circulation-Trafficvolumeinamarket,usedfordeterminingtheadvertisingvalueoftheboard.CityPanels-FramedPostersonstreetsideofphoneboothkioskswithvisibilitytovehiclesandpedestrians.CoatOutTheprocessofcoveringapaintedadvertisingmessage(Bulletins)withwhiteorgraypaintbeforenewcopyispainted.CodeofEthics-ThetradeassociationsofOut-of-Homeoperatorshavevoluntarysetsofprinciplespledgingmembers*planstooperateinthepublicinterest.CollatingPostersPostersaremadeupofindividualsheets.Thesesheetsareorganizedorcollatedinthesequenceneededsothatthebillposterwillposttheadvertisingmessageproperly.ColorChartAchartcontainingsamplesofstandardcolorsavailablefrompaintmanufacturersforuseasaguideindesigningpaintedadvertisingstructuresorwallsurfaces.ColorChips-Colorsamplespaintedonwood,plastic,orpaperwhicharesenttoplantoperatorsenablingthemtomatchcolorsforartworkinwhichnon-standardcolorsarespecified;alsocalledcolorswatches.Commercial/IndustrialAreaLandand/orpropertyusedforbusiness,industry,commerceortrade.Underfederallaw,billboardsarepermittedintheseareasinaccordancewithstateandlocalcustomaryuseprovisionswhichspecifysize,lightingandspacing.CommercialornOn-Premise*'SignsPrivatelyowned(usuallyon-site)advertisingstructuresusedonroofs,wallsorotheroutdoorsurfacesofbusinessestablishmentorfactoriesforpurposedofidentificationordirectionofthatparticularbusiness.SuchsignsarenotconsideredOut-of-Homemedia.CommuterClockCombinationadvertisingdisplayandtimeindicatorlocatedinsubwaystationsorothertransportationlocations.CompetitivePlantsOneormoreOut-of-Homeadvertisingplantoperatorsofferingservicesinthesamemarketarea.ComputerizedElectronicsCurrently,severaladvertisersareutilizingcomputerizedLEDdisplaysonOut-of-Homeadvertisingstructures;enablesacomputeroperatortochangetheadvertisingmessageelectronicallyonacontinualbasis.ComputerPrinting/PaintingMethodofapplyingdesigntoflexiblevinylviacomputertechnology;insuresfaithfulreproductionoffullorpartialsize,fullcoloradvertisementswithqualityassurancefromcopytocopy;reusableandresistanttofading,crackingandweather.ConformingSignAsignorabillboardlegallyerectedinaccordancewithfederal,stateandlocalpermitrequirementsandlaws.CooperativeAccount(Co-Op)Methodofsharingcostsofadvertisingofferedbyamanufacturertodistributors,dealers,orretailers.Commontoallmedia.CopyArea-Thecompleteadvertisingmessagetobedisplayedonanadvertisingstructure(includingwordsandillustrations).CostPerThousand-CPMThecostofreachingonethousandpotentialviewersofanOut-of-Homepanel.Theformulaforcalculation:themonthlycostdividedbythecirculationinthousands.CostperPoint(CPP)Thecostofexposureopportunitiesequaltoonemarketgrossratingpoint;i.e.,1%ofthemarket'spopulation.CountingStationAdefinedpointonastreetwherevehiclesand/orpedestriansarerecordedtodeterminecirculation.CountingstationsareusednotonlybyOut-of-Homemediabutbyfederal,stateandlocalgovernments.CoverageCoveragemayrefertoa)themarketorb)thatpercentageofamarketpopulationthathaspotentialexposure(reasonableopportunitytoseetheadvertising),or"reach,"ofthepanelspurchased.,CnPrint-Aglossyfour-colorprintorhighqualitycolorcopy,usuallymadefromatransparency.OftenusedasguideartworkforBulletinpainterstofollowforcolorandcompositionoftheillustration.Credit-Theallowancegivenbytheplantoperatorforlossofservice;mostcommonlygivenasextendedservice,addedserviceorrefund.Cross-ReaderAnadvertisingdisplaywhichisvisibleacrosstrafficlanesontheoppositesideoftheroadway.Cut-Outs;Extensions;EmbellishmentsAdd-onstothestructure(usuallyBulletins)thatextendbeyondthestandardstructureareatocommandgreaterattentiontothemessage.Canincludeletters,packages,3-Delements,fiberoptics,etcDDailyEffectiveCirculation(DEC/Impressions)Averagenumberofpersonspotentiallyexposedtoanadvertisingdisplayforeither12hours(unilluminated-6:00amto6:00pm)or一八hours(illuminated-6:00amto12:00midnight).Database-Compilationoffacts,figuresorotherinformationkeptincomputermemoriesforfuturereferral.Day-GIoAtradenameforcertaininksorlacquersthatbecomefluorescentwhenactivatedbyultravioletraysofsunlightorspecialillumination.DemographicProfilesAudiencebreakdownsbasedonvariouscharacteristicssuchasage,sex,income,education,etc.DepartmentofTransportation(DOT)Officialagencyofthefederal,stateorcitygovernmentswhichregulatesandstudiestrafficflow,andissuesstatisticsonsame.DOTstudiesarethebasisofmostDEC/ImpressionsauditedbytheTAB(TrafficAuditBureau).DioramaAbacklitdisplaylocatedinairports,busterminalsandsportsstadiums/arenas.DiscountReductioninquotedbasespaceratesusuallyearnedbycontractcontinuity.DisplayPeriodThedaysofexposureduringwhichtheindividualadvertisingmessageisondisplay.PostersandTransit(Shelters,Buses,etc.)arenormallycontractedformonthlyperiods;rotatingBulletinsdisplaythesamecopyattheadvertiser'sdiscretion;permanentBulletindisplayperiodvariesaccordingtocontract.DistributionThephysicallocationoftheindividualadvertisingstructureswithinamarketrelativetoexposurepotential.DMA(DesignatedMarketArea)ArigidlydefinedgeographicalareausedbyA.C.Nielsen(marketresearch)toidentifyTVstationsthatbestreachanareaandattractthemostviewers.ADMAconsistsofallZIPCodeswhoselargestviewingshareisgiventostationsofthatsamemarketarea.Non-overlappingDMAscoverallofthecontinentalUnitedStates,HawaiiandpartsofAlaska.DyeTransferOpaque,high-fidelitycolorprintmadefromartwork.PermitswiderangeofcolorcorrectionduringlaboratoryprocessingEmbellishmentsSee.EndPanelTheadvertisingstructurewhichisclosesttotheapproachinglineoftrafficwhenmorethanonestructureisbuiltinthesamefacing.EfficiencyThedegreeofvaluedeliveredtoanaudiencerelativetoitsspacecost;usuallyexpressedaseitherCPM(costperthousand)orCPP(costpergrossratingpoint).Eight-SheetPosterAstandardizedPosterdisplaystructurecommonly6,x12,inoverallsizewithacopyareaof5,x1,placedforexposuretovehicularaswellaspedestriantraffic.Frequentlyusedinsuburbanshoppingareasaswellaspoint-of-purchaselocales.Alsousedinurbanareasforneighborhoodcoverage.Sometimesreferredtoasajuniorposter.ExposureRepresentsthereasonableopportunityforadvertisingtobeseenandread;commontoallmedia.ExpresswayLimitedaccessroadwayswithaspeedlimitof55mphormore.Parkingisprohibited.ExtendedServiceMethodofadjustingalossofservicebyexposingtheadvertiser'smessagebeyondtheperiodspecifiedinthecontract.Extensions-Theareaofdesignmadeasacut-outthatextendsbeyondthebasicrectangularspaceofanadvertisingstructure.ExtraService-Methodofadjustingforlossofservicebypostingadditionalpanelsbeyondthenumberspecifiedinthecontract.InthecaseofBulletins,amutuallyagreeduponsubstitutelocationmaybeofferedFFaceThesurfaceofanOut-of-Homestructureonwhichtheadvertisingmessageisdisplayed.Onebillboardstructuremayhavemorethanoneface.Facing(Direction)Specifiesthedirectionthepanelmaybeseentothetrafficflow;e.g.,asouthfacingpanelcanbeseenonlybynorth-boundtrafficandviceversa.Faded-Lossofcolorbrillianceduetolengthofexposure,weatherconditionsortechnicalproblemwithproduction.Federal-AidPrimary-AhighwaydesignatedbythestateandapprovedbytheU.S.SecretaryofTransportation,asofJune1,1991.FiberOpticDisplayAninnovativeuseofelectroniclighttransmittingfiberstocreatechangeablecopydisplays.FlaggingAtearinpaperusedontheadvertisingstructure,causingthepapertohanglooseandflag."FlexibleFaceSingle-sheetvinylusedincomputerpaintingandmountedonthefaceofoutdoorstructures.Frequency-Theaveragenumberoftimesanindividualhastheopportunitytoseeanadvertisingmessageduringadefinedperiodoftime.Frequency(andreach)inOut-of-Homemediaisnormallymeasuredovera30-dayperiod.Fully