Rain-lap: Poster sheets trimmed so that the upper sheer overlaps the lower sheet, similar to the way a shingles are laid on a roof. This lessens the possibility of flagging due to the rain seepage between the poster and the panel face.

Rate: The quoted or printed cost of outdoor media, usually stated for GRP showings on a per month bases.

Rating point: A measure equal to 1% of the market population.

Reach: The approximate percentage of the target market audience population potentially exposed to the advertising message at least once during the GRP showing.

Rear display Bottom: Rear end bus poster placed below
the window.

Rear display top: Rear end bus poster placed in the upper portion.

Recency: This new approach to planning media looks at how advertising helps consumers make buying decisions. It's the sensible idea that consumer need the empty cereal box, an expiring car lease, a bad hair day causes the purchase. The advertising doesn't. Most advertising sells by simply reminding those people who are already, ready to buy, about the brand. Regency suggests much of advertising works by just being there for people who are in the market, and that is embarrassingly close to being a commercial for outdoor. When the campaign is running the brand name is there all
the time.

Regular panel: Term used to designate outdoor media structures, which do not have illumination.

Renewal paper: Extra poster sheet sent to plant operators to replace those damaged during the display period. Quantity required ranges from 10-20% of the total order.

Reposting charge: An additional charge for posting a change to a design during the display period.

Ride sheets: A printed list detailing outdoor media locations in a given showing. Used for pre-ride inspection.

Riding the showing or riding the boards: A physical inspection of the outdoor media structures which comprise an outdoor media buy.

Right of way: Area along highway or arterial which is under control of city, County, state etc. Billboards are placed on private land adjacent to the highway right of way.

Rotating/ rotary bulletin: The process of moving a bulleting from one location to another at stated intervals in order to achieve balanced coverage and increased reach within a market.