A single-sheet substrate on which an advertising message is rendered by either computer production or hand painting. Vinyl is primarily used on the face of bulletins.

Traffic count refers to the number of vehicles passing a given point. Official machine counts are regularly conducted by city, county and state governments, or hand counts may be performed. Factors are then applied to these raw numbers to convert them to daily effective circulation (DEC) for the location.

An advertising display where, through the use of triangular louver design, copy for three different advertisers an be displayed in pre-determined sequence of the moving panels.

A billboard which was legally erected but does not comply with subsequently enacted sign restrictions.

The area of design made as a cutout that extends beyond the basic rectangular space of an advertising structure.

Advertising panels with the facings built one above the other.

The surface of an Out-of-Home structure on which the advertising message is displayed. One billboard structure may have more than one face.

Net reach refers to the total number of persons within the target audience exposed to the advertising schedule, often expressed as a percentage.

Department of Transportation. Official agency of the federal, state or city governments which regulates and studies traffic flow, and issues statistics on same. DOT studies are the basis of most DEC's audited by the Traffic Audit Bureau.

Designated Market Area. A rigidly defined geographical area used by A.C. Nielsen (market research) to identify TV stations that best reach an area and attract the most viewers. A DMA consists of all ZIP codes whose largest viewing share is given to stations of that same market area. Non-overlapping DMA's cover all of the continental United Sta [..]