MALL DISPLAYS
Backlit advertising structure located at strategic points in shopping malls; usually two or three-side, includes directory format.

MANDATORY COPY
Copy required by law to appear on the advertising of certain products, such as liquor and tobacco products. Applies to all print media.

MAPPING
Refers not only to geographic locations but also to demographic and behavioral characteristics providing by plant operators about its market area. 

MARKET
The defined area wherein a plant operates; can also refer to coverage (percentage of population potential exposed to the advertising). Out-of-Home media can also be sold in sub markets (portions of larger metro areas).

MASS TRANSIT; MASS TRANSPORTATION
Public conveyances such as buses' trains, subways and other rapid transit commuter systems.

Media Audit
provider of syndicated local market consumer data, measuring most major U.S. DMA’s. Categories surveyed are consumer retail shopping behavior, product consumption, media usage, lifestyles behavior and all demographics.

MEDIA MIX
The combination of media types used together to meet the objectives of a media plan. Out-of-Home media tends to enhance the overall effectiveness of various media mixes, particularly by cost-effectively increasing reach and frequency.

MISA
Provider of software and services for the outdoor industry, specializing in inventory management, mapping, multimedia, and maintenance. The mapping system, MapChart, allows for mapping inventory, demographic areas, and proximity of targeted sites.

Mobile Billboard
A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.

MOLDING (TRIM)
The frame of metal, plastic or wood which surrounds the face of an advertising structure.

MONOPOLE - UNIPOLE
Structures fabricated on single steel pole or column.

MRI
Mediamark Research. A provider of national media and consumer data. Categories surveyed are consumer retail shopping behavior, product consumption, media usage lifestyles behavior and all demographics.

MSA "METROPOLITAN STATISTICAL AREA"
The U.S. Government uses a three tiered classification of metro markets. The purpose of this Census system of market designation is to enable federal agencies to use consistent geographic definitions when collecting and disseminating metro area statistics. The basic unit is called an MSA - Metropolitan statistical Area which is defined as geographic area comprising a significant population nucleus together with adjacent communities which have a high degree of economic and social integration with t nucleus.

MULTIPLE FACING
Advertising location where there re two or more adjacent (within 5') or stacked panels facing the same direction.