Adjustment (make-good): Credit applied where there is loss of service, replacement or other reasons for modifications or compensations.

Advertising Agency: Independent company that plans, creates, produces and places advertising on behalf of its clients.

Advertising Council: A non-profit organization that provides the media industry with public service campaigns for a variety of social issues.

Advertising executive or account manager: Sales or service personnel employed by companies that sell outdoor media products
or services.

Advertising Structure: Units constructed by an outdoor media provider to display advertising. Built to industry standard sizes, the advertisements can be affixed to structure in various ways.

Agency Commission: Compensation paid to an advertising agency, by a media company, for placing business. The commission is normally a percentage of the value of the contract.

Aided Recall: Research technique used to mea sure the effectiveness of an advertising campaign. The interviewer gives the participant a clue to refocus attention on the original exposure situation.

Airport display: Variety of advertising displays available at airports, ranging from dioramas to free-standing islands or specially built exhibits.

Allotments: The total number of panels required to meet a desired GRP Showing. The allotment will vary between markets due to population changes. The allotment may consist of a variety of formats.

American Advertising Federation (AAF): The AAF advocates the rights of advertisers by educating the government, news media and the public.

American Association of Advertising Agencies (AAAA): A national organization representing more than 650 agencies. The AAAA developed the Agency Services Standards, which includes standards of practice and time buying contracts used by most advertising agencies in the country.

American Council of Highway Advertisers (ACHA): A national organization representing traveler-oriented companies that use outdoor media.

Angled: Outdoor media structures built for maximum visibility to approaching traffic. Structures are classified as angled when one end is set back more than 6í from the other.

Animation: Used to gain added attention, animation incorporates special treatments such as moving components, flashing lights, sound etc. Use of animation must comply local requirements and laws.

Approach: Distance measured along the line of travel from the point where copy can no longer be read.

Arteries of arterials: The major streets of a city or town.

Association of National Advertisers (ANA): Is outdoors industryís oldest trade association that exclusively dedicates to serving interests of corporations that advertise regionally and nationally. ANA members, market a variety of goods and services that account for over 80% of all annual regional and national ad expenditures in the U.S. ANAís outdoor committee addresses issues concerning advertisers that use outdoor media to insure maximum effectiveness.

Audited (circulation): Circulation data for outdoor media that has been independently verified according to established national procedures. The Traffic Audit Bureau (TAB) is the certification agency accepted by both media buyers and sellers.

Availability or avails: Outdoor media space available for sale at a given time.

Average date of completion: Method of averaging the completion dates of several painted bulletins in a single contract.