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[Glossary
of Terms]
[Frequency]
The number of times an average individual
has the opportunity to be exposed to an advertising message
during a defined period of time. Frequency in outdoor usually
refers to the calendar month since this time period coincides
with standard contract practices.
[Gross Rating
Points - GRP]
The total number of impressions delivered
by a media schedule, expressed as a percentage of the population.
GRP's for Outdoor generally refer to the daily effective circulation
generated by poster panels divided by the market population.
Often used interchangeably with "showing". One rating
point represents a circulation equal to 1% of the market population.
[Load Factor]
The average number of persons riding in
each vehicle. This factor has been determined through
national research as well as evaluation of government research
and reports for highway
capitalization.
Tab Audit Bureau (TAB)currently
uses a load factor of 1.35 persons
per vehicle based upon these collective research studies.
[Metropolitan
Statistical Area - MSA] Refers
to an area as defined by the United States Office of Management
and Budget (OMB). A Metropolitan Statistical Area (MSA)
is defined by a distinct rural boundary, completely surrounding
the MSA.
[Non-competing
Ads] Refers to ads displayed on
TruckAds' trucks. Advertisers who purchase
AD space with TruckAds are guaranteed not to share the same
truck with a competitor. If ads are currently shown on
a truck, the newest advertiser will be given a list of those
advertisers to determine if they want to be on that truck.
[Out of
Home Advertising] Inclusive term
that refers to a wide array of advertising vehicles designed
to reach the consumer outside the home, including outdoor, transit,
bus shelters, bus benches, aerials, airports, in-flight, in-store,
movies, college campus/high schools, hotels, shopping malls,
sport facilities, stadiums, taxis, telephone kiosks, trucks,
truck stops, and other specialized media.
[Plant]
All of the outdoor advertising structures
in a given city, town or area operated by an outdoor company
or plant operator.
[Plant Capacity]
The number of #100 showings available
in a plant. This is determined by dividing the total panels
in a plant by the number of panels which make a #100 showing.
[Posting
Instructions] Detailed information
sent to the plant operator covering the display of a particular
poster design. These instructions usually include as much
marketing information as possible so that the seller can choose
the panels which have the greatest efficiency in reaching the
advertiser's target audience.
[Reach]
The number of people potentially exposed
to an AD expressed as a percentage of population.
[Riding
the Showing] A physical inspection
of the panels which comprise an advertising buy...either pre-buy
or post-buy.
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