[广告行业]英文术语

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1、广告行业英文术语Advertising GlossaryA 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

2、 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, worki

3、ng 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 adver

4、tising 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 wa

5、ll 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/ Sho

6、wing 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 grassr

7、oots 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 advertisin

8、g 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 Adver

9、tisers (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 billboard

10、s 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 veh

11、icles 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 awaren

12、ess. 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

13、 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

14、 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 industrys oldest trade association, (est. 1910) ANA is the only one exclusively dedicated to serving interests of corporations that ad

15、vertise 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. ANAs Out-of-Home Committee addresses issues of concern to adver

16、tisers 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 c

17、ommunity. 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

18、single contract, reflecting the fact that some Bulletins are completed and exposed to traffic earlier or later than othersB 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

19、 higher visibility, especially at night.Bar Coding - Technology similar to supermarkets 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 ve

20、rification of contracts.Beach Panels - Advertising panels affixed to lifeguard towers. (Available in LA county beach areas.)Billboard-Common term for Poster Panels and BulletinsBill Poster - The plant operator employee who places the advertising paper on the advertising structure.Billroom - The plac

21、e where advertising paper is stored and prepared for the bill posters 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 mol

22、ding. 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 o

23、ccur 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

24、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 106 x 36. Sometimes called a painted b

25、ulletin, 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.Buyers Guide to Outdoor Advertising - The official rate and panel allotment source for 30-Sheet Posters

26、and Rotary Bulletins. Published by CMR (Competitive Media Reports) under the auspices of the OAAA (Outdoor Advertising Association of America). Issued twice a yearCCampus Kiosks - Free-standing displays located on college campuses in selected markets.Cancellation Period - A specified period of time

27、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. Stor

28、age 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

29、 - The process of scheduling proposed or actual display locations on a markets 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

30、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-H

31、ome 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.Colo

32、r 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 fo

33、r 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

34、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

35、 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 Elect

36、ronics - 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 compu

37、ter 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

38、 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 illustration

39、s).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% o

40、f the markets 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)

41、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

42、 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 roadw

43、ay.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, etcD Daily Effective Circulation (DEC/Impressions) - Average n

44、umber 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 traden

45、ame 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

46、 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.Disc

47、ount - 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 t

48、he same copy at the advertisers 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 u

49、sed 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 share is given to stations of that same market area. Non-overlapping DMAs cover all of the continental United States, Hawaii and p

50、arts of Alaska.Dye Transfer - Opaque, high-fidelity color print made from artwork. Permits wide range of color correction during laboratory processingEEmbellishments - See Cut Outs.End Panel - The advertising structure which is closest to the approaching line of traffic when more than one structure

51、is built in the same facing.Efficiency - The degree of value delivered to an audience relative to its space cost; usually expressed as either CPM (cost per thousand) or CPP (cost per gross rating point).Eight-Sheet Poster - A standardized Poster display structure commonly 6 x 12 in overall size with

52、 a copy area of 5 x 11, placed for exposure to vehicular as well as pedestrian traffic. Frequently used in suburban shopping areas as well as point-of-purchase locales. Also used in urban areas for neighborhood coverage. Sometimes referred to as a junior poster.Exposure - Represents the reasonable o

53、pportunity for advertising to be seen and read; common to all media.Expressway - Limited access roadways with a speed limit of 55 mph or more. Parking is prohibited.Extended Service - Method of adjusting a loss of service by exposing the advertisers message beyond the period specified in the contrac

54、t.Extensions - The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure.Extra Service - Method of adjusting for loss of service by posting additional panels beyond the number specified in the contract. In the case of Bulletins, a mutually agree

55、d upon substitute location may be offeredF Face - The surface of an Out-of-Home structure on which the advertising message is displayed. One billboard structure may have more than one face.Facing (Direction) - Specifies the direction the panel may be seen to the traffic flow; e.g., a south facing pa

56、nel can be seen only by north-bound traffic and vice versa.Faded - Loss of color brilliance due to length of exposure, weather conditions or technical problem with production.Federal-Aid Primary - A highway designated by the state and approved by the U.S. Secretary of Transportation, as of June 1, 1

57、991.Fiber Optic Display - An innovative use of electronic light transmitting fibers to create changeable copy displays.Flagging - A tear in paper used on the advertising structure, causing the paper to hang loose and flag.Flexible Face-Single-sheet vinyl used in computer painting and mounted on the

58、face of outdoor structures.Frequency - The average number of times an individual has the opportunity to see an advertising message during a defined period of time. Frequency (and reach) in Out-of-Home media is normally measured over a 30-day period.Fully-Wrapped Bus - Specially commissioned Transit

59、display in which the entire bus vehicle is covered with the advertising design, including windows, through which passengers have visibility due to special material.G Geo-Demographic Mapping - Method of providing audience specifics as they relate to Out-of-Home locations, both geographically and demo

60、graphically. Enables plant operators to specify those locations which most efficiently reach target audiences - by age, sex, income, brand preference and purchase behavior profiles.Global Positioning Systems (GPS) / Global Information Systems (GIS) - Highly accurate location system which precisely p

61、inpoints structures in terms of exact latitude and longitude using hand-held instruments that communicate with orbiting satellites.Gross Impressions - Gross impressions refer to the total number of impression opportunities registered against the target audience by a GRP/Showing.Gross Rating Points (

62、GRPs) - are the total number of impressions delivered by a media schedule expressed as a percentage of the population. GRPs for Out-of-Home generally refer to the Daily Effective Circulation generated by advertising panels divided by the market population. GRPs are often used interchangeably with sh

63、owing.H Hand Count - Used to count circulation (potential exposure) when no official source of traffic counts are available. TAB has developed factors for statistically reliable expansion of sample counts to full daily exposure estimates.Head-On - An advertising structure built so that all traffic a

64、pproaches are perpendicular (head-on) to the face of the structure.Hightail Displays - Posters affixed to the upper portion of rear end of buses; copy area 15 - ? high x 63 wide.High-Spot Bulletin - Large advertising structures located at strategic places which permit opportunities for very high audience levels of exposure.Highway Beautification - Federal billboard legislation, sometimes called ACT (HBA) the Lady Bird Act, passed in 1965 and signed by President Lyndon B. Johnson. The HBA mandates state billboard