Glossary

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R



RAIN-LAP
Poster sheets trimmed so that the upper sheets overlap the lower sheets, similar to the way shingles are laid on a roof. This lessens the possibility of flagging due to rain seepage between the poster and the panel face.

RATE
The quoted or printed cost of Out-of-Home advertising, usually stated for GRP./Showings on a per month basis. Available from individual sellers or centrally from various sources.

RATING POINT
One rating point equals 1 % of the market's population.

REACH
Reach is the approximate percentage of the target audience's population which will be potentially exposed to the advertising message at least once during the GRP/Showing.

REAL ESTATE REP/LEASE PERSON
The plant employee who negotiates with landlords to build signs on their property.

REAR DISPLAY - TOP
Rear end bus Posters - upper portion.

REAR DISPLAY - BOTTOM
Rear end bus Posters - below window.

REGULAR "PANEL"
Term used to designate advertising structures which do not have illumination. Preferred term is "unilluminated".

RENEWAL PAPER
Extra poster sheets sent to plant operators to replace those which may be damaged during display period. Quantity required ranges from 10-20% of the total order.

REPOSTING CHARGE
An additional charge incurred for posting a change of design before expiration of a display period.

RESCALE
Line drawing of the original painted display scaled to fit the differently proportioned bulletins or spaces to be painted.

RIDING THE SHOWING RIDING THE BOARDS
A physical inspection of the panels which comprise an advertising buy .. either pre-buy or post-buy.

RIGHT OF WAY
Area along highway or arterial which is under control of city, county, state, etc. Billboards are located on private land adjacent to he highway right of way.

ROTATING/ROTARY BULLETIN
The movement of an advertiser's message from one bulletin location to another at stated intervals to achieve greater reach in the market.