"I just wanted to thank you for helping us create a successful campaign. This was an exciting step for us in advertising. We had a great turn out on both Saturdays for the festivities."
Circuit City
arcview: Mapping software used to operate MARG.
audit: Transit advertising units must be verified for potential DEC. This service is performed by TAB (Traffic Audit Bureau) using the MARG system.
brand train/Brand station: A commuter rail car or station that carries an exclusive advertising message for a single brand on all available advertising units.
cancellation period: Time stipulated in a contract agreement for effecting contract termination.
car card/Train card: An interior bus ad measuring 11"H x 28"W.
circulation: The total number of people moving in any direction past a transit advertisement.
copy: A pictorial design, background or message intended for display.
coverage: The routing or placement of transit advertising messages on a network of locations.
DEC: (Daily Effective Circulation +18) The average total number of potential impressions identified for a single transit location in one day.
Diorama: Large back-illuminated advertising units for interior display. Dioramas are commonly found in airports and commuter rail stations.
display period: The period of time when a transit campaign is exhibited, usually in weekly increments.
district showing: Transit advertising placed in an identified portion of a market instead of covering the entire market.
embellishment: Any feature added to a transit structure such as cutout extensions, neon or plastic letters, clocks and electrical devices.
fleet advertising: Media that utilizes space on the sides of commercial and private trucks and trailers for the purpose of advertising.
frequency: The number of times during a campaign that an average individual is exposed to a transit message.
GPS: (Global Positioning System) A device used by transit companies to verify message circulation through the reporting of vehicular locations.
GRP: (Gross Rating Point) A measurement that represents the number of impression opportunities (without regard to audience duplication) expressed as a percentage of the population of a specific market. The GRP is normally quoted on a daily basis.
headlight poster: A poster measuring 21"H x 44"W that is placed on the front of a bus.
impact: Advertising awareness generated by a transit campaign.
intensity: The size of a transit program or the extent to which an advertiser's message is displayed in a market.
king poster: An exterior bus poster measuring 30"H x 144"W. Super King panels measure 30"H x 240"W.
kiosk: Three or four-sided freestanding advertising unit.
length of Approach: Measured distance from which a transit advertisement is clearly visible.
mandatory copy: Copy that is required by law to appear on the advertising of certain classifications of products.
MARG: The Mobile Advertising Report Generator was developed by the TAB to measure vehicular impressions generated by mobile advertising media.
market: The term used to designate a given geographical or economic area.
mobile display: A trailer-mounted double-faced advertising panel that is transported to a location.
pre-testing: The method used to determine the legibility of a transit advertising design prior to final production.
proof of performance: Certification that transit advertising services have been delivered per a contract agreement. Advertising awareness generated by a transit campaign.
queen poster: An exterior bus poster measuring 30"H x 88"W.
reach: The total percentage of individuals in a market area that have been exposed to a transit program during a specified time period.
short: Fleet advertising displayed on straight trucks with either a cab or van front and a cube back.
TAB: Traffic Audit Bureau for Media Measurement is the independent auditing service that verifies traffic circulation and provides audited circulation of transit displays.
tail Light Display: A poster measuring 21"H x 72"W that is placed on the back of a bus.
taxi tops: An advertising message measuring 14"H x 48" W that is displayed on the top of a taxi.
typical map: A map illustrating the general distribution of transit displays in a market.
© 2006 citi-advertising inc. all rights reserved
