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.BeachPanelsAdvertisingpanelsaffixedtolifeg