广告行业英文术语简介英文版.docx

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1、广告行业英文术语简介英文版广告行业英文术语AdvertisingGlossaryATheAdvertisingCouncil-Anon-profitorganizationprovidingthemediaindustrywithpublicservicecampaignsonanumberofsocialissues.AdvertisingExecutiveorAccountManager-SalesorservicepersonnelemployedbycompaniesthatsellOut-of-Homemedia(nottobeconfusedwithadvertisingagenc

2、yaccountexecutive).Adjustment(Make-Good)Creditappliedwherethereislossofservice,replacementorotherreasonsthatcallforsuchmodificationofcompensation.AdvertisingAgency-Companythatcreates,preparesandplacesadvertisinginvariousmedia,workingasagentforitsclient(advertiser).AdvertisingStructuresPhysicalunitsb

3、uiltbyaplantoperatortodisplayadvertising.Thestructuresarebuilttostandardspecifications.Theadvertisingmessageisappliedtothestructureinseveralways.AgencyCommissionCompensationpaidtoanadvertisingagencybymediaforplacingbusiness.ForOut-of-Homemedia,thetraditionalcommissionis16-2/3%ofthevalue(grossrate)of

4、thecontract,althoughthisissometimesnegotiated.AirportDisplays-Avarietyofadvertisingdisplaysareavailableatairports,rangingfromDioramas(backlitwallposters)tofree-standingislandsorspeciallybuiltexhibits.AllotmentsThenumberofpanelsincludedinaPostershowing.ThePostermediumconsistsofunilluminatedPostersora

5、combinationofbothandareofferedforsaleinpackagesbytheplantoperator.ThenumberofpanelsinaGRP/Showingisreferredtoasthemarketallotment,whichwillvaryfrommarkettomarket.AmericanAdvertisingFederation(AAF)TheAAFadvocatestherightsofadvertisersthrougheducatingthegovernment,newsmediaandgeneralpublic.AAFaccompli

6、shesthesegoalsthroughanationally-coordinatedgrassrootsnetworkof50,000affiliatemembersincludingadvertisingassociations,andcollegechapters.AmericanAssociationofAdvertisingAgencies(AAAA)Nationalorganizationofadvertisingagencybusiness,representing630agenciesofvarioussizes.AAAAagenciesplacecloseto80%ofal

7、ladvertisingappearinginU.S.AAAAhasdevelopedstandardsofpracticeandthetimebuyingcontractsusedbymostadvertisingagencies.ThisincludesastandardOut-of-Homecontract.AAAAhasanOut-of-Homemediacommitteethatworkswiththeindustryonbehalfofitsmembers.AmericanCouncilofHighwayAdvertisers(ACHA)Anationalorganizationr

8、epresentinghighwayusersandtraveler-orientedcompaniesutilizingOut-of-Homeadvertising.Amortization-Anaccountingtermusedtodescribetheprocessofdepreciatinganassetoveranarbitraryperiodoftime.Amortizationisoftenmisappliedtobillboardsdescribingagovernmentattempttoconfiscatepropertywithoutpaymentofjustcompe

9、nsation.AlsoatermusedincontractingforBulletinswhereinelementssuchasaddedembellishmentsareamortizedovertheperiodofcontract.AngledAdvertisingstructuresarebuiltformaximumvisibilitytovehiclesapproachingthestructure.Theyareclassifiedasangledwhenoneendissetbackmorethan6fromtheotherendofthestructureasmeasu

10、redalongthelineoftravel.AnimationInvolvesspecialtreatmentsuchasmovingcomponents,flashinglights,etc.Usedtogainaddedattentionandawareness.Animationismorecommonlyusedonrotary,permanentorspectaculartypeBulletins(lawspermitting).AnnualAverageDailyTraffic(AnnualADT)Measurementrepresentingthetotalnumberofv

11、ehiclespassingagivenlocation,basedupon24-hourcountstakenoveranentireyear.Mechanicalcountsareadjustedtoanestimateofannualaveragedailytrafficfigure,takingintoaccountseasonalvariance,weeklychangesandothervariables.ApproachThedistancemeasuredalongthelineoftravelfromthepointwheretheadvertisingstructurefi

12、rstbecomesvisibletothepointwherecopyisnolongerreadable(havingpassedoutofsight).ArteriesorArterialsThemajorstreetsofacityortown.AssociationofNationalAdvertisers(ANA)Adindustrysoldesttradeassociation,(est.1910)ANAistheonlyoneexclusivelydedicatedtoservinginterestsofcorporationsthatadvertiseregionallyan

13、dnationally.ANAmembers(representing2,000subsidiaries,divisionsandoperatingunits)marketavarietyofgoodsandservicesthataccountforover80%ofallannualregionalandnationaladexpendituresinU.S.ANA,sOut-of-HomeCommitteeaddressesissuesofconcerntoadvertisersusingorconsideringthosemediatoinsuremaximumeffectivenes

14、s.Audited(Circulation)TheTrafficAuditBureauforMediaMeasurement(TAB)independentlyauditsrecordsandcirculationdataforOut-of-Homemediaaccordingtoestablishednationalproceduresapprovedbythebuyerandsellercommunity.SimilartoAuditBureauOfCirculations(ABC).AvailabilityorAvailsAvailsinOut-of-Homemediaarethesam

15、easothermedia.Itisthespaceavailableforsaleatagiventime.AverageDateofCompletion-MethodofaveragingthecompletiondatesofseveralpaintedBulletinsinasinglecontract,reflectingthefactthatsomeBulletinsarecompletedandexposedtotrafficearlierorlaterthanothersBBacklightedUnits(Backlit)Advertisingstructureswhichho

16、useilluminationinaboxtothrowlightthroughtranslucentadvertisingprintedonplasticorheavydutypaperforhighervisibility,especiallyatnight.BarCoding-TechnologysimilartosupermarketsUPCsymbolswherebylocations,postings,andotherinformationcanbescannedandcheckedbyelectronicallyreadingbarcodeinformation.Usedforlabor-saving,error-freeoperationsaswellasforperformanceverificationofcontracts.BeachPanelsAdvertisingpanelsaffixedtolifeg