Glossary

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D



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).

Daily Impressions 
Also called DEC (Daily Effective Circulation). The estimated number of persons passing an outdoor location on an average day.
 
DATABASE
Compilation of facts, figures or other information kept in computer memories for future referral.

DAY-GLO
Trade name for certain inks or lacquers that become fluorescent when activated by ultraviolet s of sunlight or special illumination.

DEC 
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). 

DEMOGRAPHIC PROFILES 
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).

DIORAMA
Backlit display located in air-ports, bus terminals and sports stadiums/arenas.

DISCOUNT
Reduction in quoted base space rates usually earned by contract continuity.

DISPLAY PERIOD
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.

DISTRIBUTION
The physical location of the individual advertising structures within a market relative to exposure potential.

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.

DOT 
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. 

DYE TRANSFER
Opaque, high-fidelity color print made from artwork. Permits e range of color correction during laboratory processing.