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1、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(nottobeconfusedwithadvertisingagenc
2、yaccountexecutive).Adjustment(Make-Good)Creditappliedwherethereislossofservice,replacementorotherreasonsthatcallforsuchmodificationofcompensation.AdvertisingAgency-Companythatcreates,preparesandplacesadvertisinginvariousmedia,workingasagentforitsclient(advertiser).AdvertisingStructuresPhysicalunitsb
3、uiltbyaplantoperatortodisplayadvertising.Thestructuresarebuilttostandardspecifications.Theadvertisingmessageisappliedtothestructureinseveralways.AgencyCommissionCompensationpaidtoanadvertisingagencybymediaforplacingbusiness.ForOut-of-Homemedia,thetraditionalcommissionis16-2/3%ofthevalue(grossrate)of
4、thecontract,althoughthisissometimesnegotiated.AirportDisplays-Avarietyofadvertisingdisplaysareavailableatairports,rangingfromDioramas(backlitwallposters)tofree-standingislandsorspeciallybuiltexhibits.AllotmentsThenumberofpanelsincludedinaPostershowing.ThePostermediumconsistsofunilluminatedPostersora
5、combinationofbothandareofferedforsaleinpackagesbytheplantoperator.ThenumberofpanelsinaGRP/Showingisreferredtoasthemarketallotment,whichwillvaryfrommarkettomarket.AmericanAdvertisingFederation(AAF)TheAAFadvocatestherightsofadvertisersthrougheducatingthegovernment,newsmediaandgeneralpublic.AAFaccompli
6、shesthesegoalsthroughanationally-coordinatedgrassrootsnetworkof50,000affiliatemembersincludingadvertisingassociations,andcollegechapters.AmericanAssociationofAdvertisingAgencies(AAAA)Nationalorganizationofadvertisingagencybusiness,representing630agenciesofvarioussizes.AAAAagenciesplacecloseto80%ofal
7、ladvertisingappearinginU.S.AAAAhasdevelopedstandardsofpracticeandthetimebuyingcontractsusedbymostadvertisingagencies.ThisincludesastandardOut-of-Homecontract.AAAAhasanOut-of-Homemediacommitteethatworkswiththeindustryonbehalfofitsmembers.AmericanCouncilofHighwayAdvertisers(ACHA)Anationalorganizationr
8、epresentinghighwayusersandtraveler-orientedcompaniesutilizingOut-of-Homeadvertising.Amortization-Anaccountingtermusedtodescribetheprocessofdepreciatinganassetoveranarbitraryperiodoftime.Amortizationisoftenmisappliedtobillboardsdescribingagovernmentattempttoconfiscatepropertywithoutpaymentofjustcompe
9、nsation.AlsoatermusedincontractingforBulletinswhereinelementssuchasaddedembellishmentsareamortizedovertheperiodofcontract.AngledAdvertisingstructuresarebuiltformaximumvisibilitytovehiclesapproachingthestructure.Theyareclassifiedasangledwhenoneendissetbackmorethan6fromtheotherendofthestructureasmeasu
10、redalongthelineoftravel.AnimationInvolvesspecialtreatmentsuchasmovingcomponents,flashinglights,etc.Usedtogainaddedattentionandawareness.Animationismorecommonlyusedonrotary,permanentorspectaculartypeBulletins(lawspermitting).AnnualAverageDailyTraffic(AnnualADT)Measurementrepresentingthetotalnumberofv
11、ehiclespassingagivenlocation,basedupon24-hourcountstakenoveranentireyear.Mechanicalcountsareadjustedtoanestimateofannualaveragedailytrafficfigure,takingintoaccountseasonalvariance,weeklychangesandothervariables.ApproachThedistancemeasuredalongthelineoftravelfromthepointwheretheadvertisingstructurefi
12、rstbecomesvisibletothepointwherecopyisnolongerreadable(havingpassedoutofsight).ArteriesorArterialsThemajorstreetsofacityortown.AssociationofNationalAdvertisers(ANA)Adindustrysoldesttradeassociation,(est.1910)ANAistheonlyoneexclusivelydedicatedtoservinginterestsofcorporationsthatadvertiseregionallyan
13、dnationally.ANAmembers(representing2,000subsidiaries,divisionsandoperatingunits)marketavarietyofgoodsandservicesthataccountforover80%ofallannualregionalandnationaladexpendituresinU.S.ANA,sOut-of-HomeCommitteeaddressesissuesofconcerntoadvertisersusingorconsideringthosemediatoinsuremaximumeffectivenes
14、s.Audited(Circulation)TheTrafficAuditBureauforMediaMeasurement(TAB)independentlyauditsrecordsandcirculationdataforOut-of-Homemediaaccordingtoestablishednationalproceduresapprovedbythebuyerandsellercommunity.SimilartoAuditBureauOfCirculations(ABC).AvailabilityorAvailsAvailsinOut-of-Homemediaarethesam
15、easothermedia.Itisthespaceavailableforsaleatagiventime.AverageDateofCompletion-MethodofaveragingthecompletiondatesofseveralpaintedBulletinsinasinglecontract,reflectingthefactthatsomeBulletinsarecompletedandexposedtotrafficearlierorlaterthanothersBBacklightedUnits(Backlit)Advertisingstructureswhichho
16、useilluminationinaboxtothrowlightthroughtranslucentadvertisingprintedonplasticorheavydutypaperforhighervisibility,especiallyatnight.BarCoding-TechnologysimilartosupermarketsUPCsymbolswherebylocations,postings,andotherinformationcanbescannedandcheckedbyelectronicallyreadingbarcodeinformation.Usedforl
17、abor-saving,error-freeoperationsaswellasforperformanceverificationofcontracts.BeachPanelsAdvertisingpanelsaffixedtolifeguardtowers.(AvailableinLAcountybeachareas.)Billboard-CommontermforPosterPanelsandBulletinsBillPoster-Theplantoperatoremployeewhoplacestheadvertisingpaperontheadvertisingstructure.B
18、illroom-Theplacewhereadvertisingpaperisstoredandpreparedforthebillpostersuse.BlanketContract-Acontractforaspecifiedamountofmoneywhichcoversspacepurchasedasauthorizationsarereceived.Blanking-WhitepaperbordersurroundingthePostercopyarea.AppliedbetweenthePosterandpanelmolding.Measurementssetbyindustrys
19、tandards.BleedPosterTheuseofblankingpapersofthesamecolorasthePosterbackgroundtobringthedesignuptothemolding.Bleed-Through-Aproductiondifficultywherethepreviousdesignusedonastructurecanbeseenthroughthecurrentmessage.Canoccurbecauseofthekindofpaperused,achemicalreactionofcertainpigments,orbecauseofexc
20、essivewettingfromheavyrain.BlisterPaintorpapersometimesseparatefromthestructurebyformingairpocketsorablister.BlockedPanelAnadvertisingstructurewhoseviewhasbeenobstructedonamoreorlesspermanentbasis.BoardsCommontermforPostersandBulletins.BookedAcceptanceofacontractforadvertisingspacebytheplantoperator
21、.BulletinsAlarge,permanentorrotaryadvertisingstructure.Commonsizesare14x48,20x60,and106x36.Sometimescalledapaintedbulletin,copymaybepainteddirectlyonthesurface,postedusingprintedpaperormaybeprinted(eitherfullyorpartially)onaflexiblevinylcoveringwhichisthenattachedtothestructure.,Buyer,sGuidetoOutdoo
22、rAdvertisingTheofficialrateandpanelallotmentsourcefor30-SheetPostersandRotaryBulletins.PublishedbyCMR(CompetitiveMediaReports)undertheauspicesoftheOAAA(OutdoorAdvertisingAssociationofAmerica).IssuedtwiceayearCCampusKiosksFree-standingdisplayslocatedoncollegecampusesinselectedmarkets.CancellationPeri
23、odAspecifiedperiodoftimeduringwhichacontractmaybeterminated.StandardAAAAcontractsincludecancellationperiodswhichhavebecomeacceptedpracticefortheindustry.CarCards-Advertisingdisplaysofvarioussizespostedinbuses,subwaysandcommutertrains.CD-RomShortforCompactDisk-Read-OnlyMemory.Storagetechnologythatuse
24、ssamekindofdisksasanaudioCD,butenables500megabytesoftext,audio,animationandvideodatetobestoredin4-?ofspace.ChannelLettersSheetmetalletterswithrecessedsurfacedesignedtoaccommodateincandescentbulbsorluminoustubing.ChartingtheShowingTheprocessofschedulingproposedoractualdisplaylocationsonamarket,sstree
25、tsandhighways.CheckingPhysicalinspectionsofthemarketlocationstoverifythatthedeliverymeetscontractspecifications.Circulation-Trafficvolumeinamarket,usedfordeterminingtheadvertisingvalueoftheboard.CityPanels-FramedPostersonstreetsideofphoneboothkioskswithvisibilitytovehiclesandpedestrians.CoatOutThepr
26、ocessofcoveringapaintedadvertisingmessage(Bulletins)withwhiteorgraypaintbeforenewcopyispainted.CodeofEthics-ThetradeassociationsofOut-of-Homeoperatorshavevoluntarysetsofprinciplespledgingmembers*planstooperateinthepublicinterest.CollatingPostersPostersaremadeupofindividualsheets.Thesesheetsareorgani
27、zedorcollatedinthesequenceneededsothatthebillposterwillposttheadvertisingmessageproperly.ColorChartAchartcontainingsamplesofstandardcolorsavailablefrompaintmanufacturersforuseasaguideindesigningpaintedadvertisingstructuresorwallsurfaces.ColorChips-Colorsamplespaintedonwood,plastic,orpaperwhicharesen
28、ttoplantoperatorsenablingthemtomatchcolorsforartworkinwhichnon-standardcolorsarespecified;alsocalledcolorswatches.Commercial/IndustrialAreaLandand/orpropertyusedforbusiness,industry,commerceortrade.Underfederallaw,billboardsarepermittedintheseareasinaccordancewithstateandlocalcustomaryuseprovisionsw
29、hichspecifysize,lightingandspacing.CommercialornOn-Premise*SignsPrivatelyowned(usuallyon-site)advertisingstructuresusedonroofs,wallsorotheroutdoorsurfacesofbusinessestablishmentorfactoriesforpurposedofidentificationordirectionofthatparticularbusiness.SuchsignsarenotconsideredOut-of-Homemedia.Commute
30、rClockCombinationadvertisingdisplayandtimeindicatorlocatedinsubwaystationsorothertransportationlocations.CompetitivePlantsOneormoreOut-of-Homeadvertisingplantoperatorsofferingservicesinthesamemarketarea.ComputerizedElectronicsCurrently,severaladvertisersareutilizingcomputerizedLEDdisplaysonOut-of-Ho
31、meadvertisingstructures;enablesacomputeroperatortochangetheadvertisingmessageelectronicallyonacontinualbasis.ComputerPrinting/PaintingMethodofapplyingdesigntoflexiblevinylviacomputertechnology;insuresfaithfulreproductionoffullorpartialsize,fullcoloradvertisementswithqualityassurancefromcopytocopy;re
32、usableandresistanttofading,crackingandweather.ConformingSignAsignorabillboardlegallyerectedinaccordancewithfederal,stateandlocalpermitrequirementsandlaws.CooperativeAccount(Co-Op)Methodofsharingcostsofadvertisingofferedbyamanufacturertodistributors,dealers,orretailers.Commontoallmedia.CopyArea-Theco
33、mpleteadvertisingmessagetobedisplayedonanadvertisingstructure(includingwordsandillustrations).CostPerThousand-CPMThecostofreachingonethousandpotentialviewersofanOut-of-Homepanel.Theformulaforcalculation:themonthlycostdividedbythecirculationinthousands.CostperPoint(CPP)Thecostofexposureopportunitiese
34、qualtoonemarketgrossratingpoint;i.e.,1%ofthemarketspopulation.CountingStationAdefinedpointonastreetwherevehiclesand/orpedestriansarerecordedtodeterminecirculation.CountingstationsareusednotonlybyOut-of-Homemediabutbyfederal,stateandlocalgovernments.CoverageCoveragemayrefertoa)themarketorb)thatpercen
35、tageofamarketpopulationthathaspotentialexposure(reasonableopportunitytoseetheadvertising),orreach,ofthepanelspurchased.,CnPrint-Aglossyfour-colorprintorhighqualitycolorcopy,usuallymadefromatransparency.OftenusedasguideartworkforBulletinpainterstofollowforcolorandcompositionoftheillustration.Credit-T
36、heallowancegivenbytheplantoperatorforlossofservice;mostcommonlygivenasextendedservice,addedserviceorrefund.Cross-ReaderAnadvertisingdisplaywhichisvisibleacrosstrafficlanesontheoppositesideoftheroadway.Cut-Outs;Extensions;EmbellishmentsAdd-onstothestructure(usuallyBulletins)thatextendbeyondthestandar
37、dstructureareatocommandgreaterattentiontothemessage.Canincludeletters,packages,3-Delements,fiberoptics,etcDDailyEffectiveCirculation(DEC/Impressions)Averagenumberofpersonspotentiallyexposedtoanadvertisingdisplayforeither12hours(unilluminated-6:00amto6:00pm)or一八hours(illuminated-6:00amto12:00midnight
38、).Database-Compilationoffacts,figuresorotherinformationkeptincomputermemoriesforfuturereferral.Day-GIoAtradenameforcertaininksorlacquersthatbecomefluorescentwhenactivatedbyultravioletraysofsunlightorspecialillumination.DemographicProfilesAudiencebreakdownsbasedonvariouscharacteristicssuchasage,sex,i
39、ncome,education,etc.DepartmentofTransportation(DOT)Officialagencyofthefederal,stateorcitygovernmentswhichregulatesandstudiestrafficflow,andissuesstatisticsonsame.DOTstudiesarethebasisofmostDEC/ImpressionsauditedbytheTAB(TrafficAuditBureau).DioramaAbacklitdisplaylocatedinairports,busterminalsandsport
40、sstadiums/arenas.DiscountReductioninquotedbasespaceratesusuallyearnedbycontractcontinuity.DisplayPeriodThedaysofexposureduringwhichtheindividualadvertisingmessageisondisplay.PostersandTransit(Shelters,Buses,etc.)arenormallycontractedformonthlyperiods;rotatingBulletinsdisplaythesamecopyattheadvertise
41、rsdiscretion;permanentBulletindisplayperiodvariesaccordingtocontract.DistributionThephysicallocationoftheindividualadvertisingstructureswithinamarketrelativetoexposurepotential.DMA(DesignatedMarketArea)ArigidlydefinedgeographicalareausedbyA.C.Nielsen(marketresearch)toidentifyTVstationsthatbestreacha
42、nareaandattractthemostviewers.ADMAconsistsofallZIPCodeswhoselargestviewingshareisgiventostationsofthatsamemarketarea.Non-overlappingDMAscoverallofthecontinentalUnitedStates,HawaiiandpartsofAlaska.DyeTransferOpaque,high-fidelitycolorprintmadefromartwork.Permitswiderangeofcolorcorrectionduringlaborato
43、ryprocessingEmbellishmentsSee.EndPanelTheadvertisingstructurewhichisclosesttotheapproachinglineoftrafficwhenmorethanonestructureisbuiltinthesamefacing.EfficiencyThedegreeofvaluedeliveredtoanaudiencerelativetoitsspacecost;usuallyexpressedaseitherCPM(costperthousand)orCPP(costpergrossratingpoint).Eigh
44、t-SheetPosterAstandardizedPosterdisplaystructurecommonly6,x12,inoverallsizewithacopyareaof5,x1,placedforexposuretovehicularaswellaspedestriantraffic.Frequentlyusedinsuburbanshoppingareasaswellaspoint-of-purchaselocales.Alsousedinurbanareasforneighborhoodcoverage.Sometimesreferredtoasajuniorposter.Ex
45、posureRepresentsthereasonableopportunityforadvertisingtobeseenandread;commontoallmedia.ExpresswayLimitedaccessroadwayswithaspeedlimitof55mphormore.Parkingisprohibited.ExtendedServiceMethodofadjustingalossofservicebyexposingtheadvertisersmessagebeyondtheperiodspecifiedinthecontract.Extensions-Thearea
46、ofdesignmadeasacut-outthatextendsbeyondthebasicrectangularspaceofanadvertisingstructure.ExtraService-Methodofadjustingforlossofservicebypostingadditionalpanelsbeyondthenumberspecifiedinthecontract.InthecaseofBulletins,amutuallyagreeduponsubstitutelocationmaybeofferedFFaceThesurfaceofanOut-of-Homestr
47、uctureonwhichtheadvertisingmessageisdisplayed.Onebillboardstructuremayhavemorethanoneface.Facing(Direction)Specifiesthedirectionthepanelmaybeseentothetrafficflow;e.g.,asouthfacingpanelcanbeseenonlybynorth-boundtrafficandviceversa.Faded-Lossofcolorbrillianceduetolengthofexposure,weatherconditionsorte
48、chnicalproblemwithproduction.Federal-AidPrimary-AhighwaydesignatedbythestateandapprovedbytheU.S.SecretaryofTransportation,asofJune1,1991.FiberOpticDisplayAninnovativeuseofelectroniclighttransmittingfiberstocreatechangeablecopydisplays.FlaggingAtearinpaperusedontheadvertisingstructure,causingthepaper
49、tohanglooseandflag.FlexibleFaceSingle-sheetvinylusedincomputerpaintingandmountedonthefaceofoutdoorstructures.Frequency-Theaveragenumberoftimesanindividualhastheopportunitytoseeanadvertisingmessageduringadefinedperiodoftime.Frequency(andreach)inOut-of-Homemediaisnormallymeasuredovera30-dayperiod.Fully
