| advertising specialty | A promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program.
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| basic bus | In transit advertising, all the inside space on a group of buses, which thereby gives the advertiser complete domination.
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| booths | At trade shows, a major factor in sales promotion plans. To stop traffic, it must be simple and attractive and have good lighting and a large visual.
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| brand trains | An advertising program under which all the advertising in and on a train is from a single advertiser. This advertising concept was first used in subway trains in New York City and is being used on the Las Vegas monorail.
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| bus-o-rama sign | In transit advertising, a jumbo roof sign, which is actually a full-color transparency backlighted by fluorescent tubes, running the length of the bus.
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| car-end posters | Transit advertisements of varying sizes, positioned in the bulkhead.
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| cinema advertising | Advertising in movie theaters.
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| directories | Listings, often in booklet form, that serve as locators, buying guides, and mailing lists.
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| eight-sheet-foot posters | A type of outdoor advertising offering a 5-foot by 11-foot printing area on a panel surface 6 feet tall by 12 feet wide.
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| electronic signs | Large displays that provide text and graphic messages, similar to those found in sports stadiums.
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| exhibits | A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows.
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| exhibitive media | Media designed specifically to help bring customers eyeball-to-eyeball with the product. These media include product packaging and trade show booths and exhibits.
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| full showing | A unit of purchase in transit advertising where one card will appear in each vehicle in the system.
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| global positioning system (GPS) | New satellite-based system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. Media buyers, equipped with sophisticated new software on their desktop computers, can then integrate this information with demographic market characteristics and traffic counts to determine the best locations for their boards without ever leaving the office.
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| immersive advertising | Proprietary technique developed by Neopets.com for integrating an advertiser's products or services into the Web site experience.
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| inside card | A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the windows of a bus.
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| mobile billboard | A cross between traditional billboards and transit advertising; some specially designed flatbed trucks carry long billboards up and down busy thoroughfares.
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| 100 showing | The basic unit of sale for billboards or posters is 100 gross rating points daily. One rating point equals 1 percent of a particular market's population.
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| out-of-home media | Media such as outdoor advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes.
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| outside posters | The variety of transit advertisements appearing on the outside of buses, including king size, queen size, traveling display, rear of bus, and front of bus.
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| packaging | The container for a product—encompassing the physical appearance of the container and including the design, color, shape, labeling, and materials used.
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| premium | An item offered free or at a bargain price to encourage the consumer to buy an advertised product.
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| product placement | Paying a fee to have a product included in a movie.
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| showing | A traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage. For example, a 100 showing provides an even and thorough coverage of the entire market.
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| spectaculars | Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas.
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| standardized outdoor advertising | Specialized system of outdoor advertising structures located scientifically to deliver an advertiser's message to an entire market.
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| stock posters | A type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers.
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| take-ones | In transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allow passengers to request more detailed information, send in application blanks, or receive some other product benefit.
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| taxicab exteriors | In transit advertising, internally illuminated, two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear.
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| terminal posters | One-sheet, two-sheet, and three-sheet posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas (threedimensional scenes), and clocks with special lighting and moving messages.
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