[广告行业]英文术语

1[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).AdvertisingStructures--Physicalunitsbuiltbyaplantoperatortodisplayadvertising.Thestructuresarebuilttostandardspecifications.Theadvertisingmessageisappliedtothestructureinseveralways.AgencyCommission--Compensationpaidtoanadvertisingagencybymediaforplacingbusiness.ForOut-of-Homemedia,thetraditionalcommissionis16-2/3%ofthevalue(grossrate)ofthecontract,althoughthisissometimesnegotiated.AirportDisplays--Avarietyofadvertisingdisplaysareavailableatairports,rangingfromDioramas(backlitwallposters)tofree-standingislandsorspeciallybuiltexhibits.Allotments--ThenumberofpanelsincludedinaPostershowing.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.2AmericanCouncilofHighwayAdvertisers(ACHA)--Anationalorganizationrepresentinghighwayusersandtraveler-orientedcompaniesutilizingOut-of-Homeadvertising.Amortization--Anaccountingtermusedtodescribetheprocessofdepreciatinganassetoveranarbitraryperiodoftime.Amortizationisoftenmisappliedtobillboardsdescribingagovernmentattempttoconfiscatepropertywithoutpaymentofjustcompensation.AlsoatermusedincontractingforBulletinswhereinelementssuchasaddedembellishmentsareamortizedovertheperiodofcontract.Angled--Advertisingstructuresarebuiltformaximumvisibilitytovehiclesapproachingthestructure.Theyareclassifiedasangledwhenoneendissetbackmorethan6'fromtheotherendofthestructureasmeasuredalongthelineoftravel.Animation--Involvesspecialtreatmentsuchasmovingcomponents,flashinglights,etc.Usedtogainaddedattentionandawareness.Animationismorecommonlyusedonrotary,permanentorspectaculartypeBulletins(lawspermitting).[国际4A广告网]AnnualAverageDailyTraffic(AnnualADT)--Measurementrepresentingthetotalnumberofvehiclespassingagivenlocation,basedupon24-hourcountstakenoveranentireyear.Mechanicalcountsareadjustedtoanestimateofannualaveragedailytrafficfigure,takingintoaccountseasonalvariance,weeklychangesandothervariables.Approach--Thedistancemeasuredalongthelineoftravelfromthepointwheretheadvertisingstructurefirstbecomesvisibletothepointwherecopyisnolongerreadable(havingpassedoutofsight).ArteriesorArterials--Themajorstreetsofacityortown.[国际4A广告网]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).[国际4A广告网]3AvailabilityorAvails--AvailsinOut-of-Homemediaarethesameasothermedia.Itisthespaceavailableforsaleatagiventime.AverageDateofCompletion--MethodofaveragingthecompletiondatesofseveralpaintedBulletinsinasinglecontract,reflectingthefactthatsomeBulletinsarecompletedandexposedtotrafficearlierorlaterthanothersBBacklightedUnits(Backlit)--Advertisingstructureswhichhouseilluminationinaboxtothrowlightthroughtranslucentadvertisingprintedonplasticorheavydutypaperforhighervisibility,especiallyatnight.BarCoding--Technologysimilartosupermarket'sUPCsymbolswherebylocations,postings,andotherinformationcanbescannedandcheckedbyelectronicallyreadingbarcodeinformation.Usedforlabor-saving,error-freeoperationsaswellasforperformanceverificationofcontracts.BeachPanels--Advertisingpanelsaffixedtolifeguardtowers.(Avail