Advertising Terminology

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ABC: The Audit Bureau of Circulations, which provides independent verification of circulation / data figures to facilitate the buying and selling of advertising space.

Adjacency: In radio, a commercial time-slot immediately before or after a specific program (e.g., an adjacency to the 9:00 p.m. news).

Advertising Agency: Company that creates, prepares and places advertising in various media, working as agent for its client (advertiser).

Advertising Media: In advertising the term 'media' refers to communication vehicles such as magazines / journals, newspapers, radio, television, billboards, direct mail, and new media (Internet, SMS, etc). Advertisers use media to convey commercial messages to their target audiences, and depend to different degrees on advertising revenues to cover the cost of their operations.

Each advertising media has its own terminology, target audience, measurement methods, costing structures, and auditing bodies.

Myadbase is designed to accommodate all types of advertising media, categorised as shown below. The links provided list relevant media in The Media Database:

Advertising Structures: (Outdoor) Physical units built by a plant operator to display advertising. The structures are built to standard specifications. The advertising message is applied to the structure in several ways.

Airport Displays: (Outdoor) A variety of advertising displays are available at airports, ranging from Dioramas (backlit wall posters) to free-standing islands or specially built exhibits.

Allotments: (Outdoor) The number of panels included in a Poster showing. The Poster medium consists of unilluminated Posters or a combination of both and are offered for sale in packages by the plant operator. The number of panels in a GRP/ Showing is referred to as the market allotment, which will vary from market to market.

AM Drive: (Radio) Also known as morning drive, this is the morning broadcast time period for Radio, most often represented by Monday through Friday from 6AM to 10AM. An individual station's "daypart(s)" will not necessarily conform to this standard definition(s). Advertising contracts should include the specific hours that define the time period for each station’s "daypart."

Angled: (Outdoor) Advertising structures that are built for maximum visibility to vehicles approaching the structure. They are classified as angled when one end is set back more than 6' from the other end of the structure as measured along the line of travel.

Animated GIF: An animation created by combining multiple GIF images in one file. The result is multiple images, displayed one after the other, that give the appearance of movement.

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