DAILY EFFECTIVE CIRCULATION "DEC"
Average number of persons potentially exposed to an advertising display for either 12 hours (unilluminated - 6:00 am to 6:00 pm) or 18 hours (illuminated 6:00 am to 12:00 midnight).
Also called DEC (Daily Effective Circulation). The estimated number of persons passing an outdoor location on an average day.
Compilation of facts, figures or other information kept in computer memories for future referral.
Trade name for certain inks or lacquers that become fluorescent when activated by ultraviolet s of sunlight or special
Daily Effective Circulation. The average number of persons passing and potentially exposed to an advertising display for either 12 hours (unilluminated - 6:00am to 6:00pm) or 18 hours (illuminated - 6:00am to 12:00 midnight).
Audience breakdowns based on various characteristics such as
sex, income, education,
DEPARTMENT OF TRANSPORTATION "DOT"
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 TAB
(Traffic Audit Bureau).
Backlit display located in air-ports, bus terminals and sports stadiums/arenas.
Reduction in quoted base space rates usually earned by contract continuity.
Days of exposure during which the individual advertising message is on display. Posters
and transit (shelters, buses, etc.) are normally contracted for monthly periods; rotating
bulletins display the same copy t the advertiser's discretion; permanent
bulletin display period
varies according to contract.
The physical location of the individual advertising structures within a market relative to
DMA "DESIGNATED MARKET AREA"
A rigidly defined geographical area used by A.C. Nielsen (mart 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 States, Hawaii and parts of Alaska.
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.
Opaque, high-fidelity color print made from artwork. Permits e range of color correction
during laboratory processing.