Glossary

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E



EFFICIENCY
The degree of value delivered to an audience relative to its space cost; usually expressed as either CPM (Cost Per Thousand) or CPP (Cost Per gross rating Point).

EIGHT-SHEET POSTER " 8-SHEET POSTER"
A standardized Poster (5' x 11' copy area) placed for exposure to vehicular as well as pedestrian traffic. Frequently used in suburban shopping areas as well as point-of-purchase locales. Also used in urban areas for neighborhood coverage.

Embellishment
Letters, figures, mechanical devices or lighting that is attached to the face of an outdoor unit to create special effects.

Emerging Media
Recently developed or introduced outdoor formats.

END PANEL
The advertising structure which is closest to the approaching line of traffic when more than one structure is built in the same facing.

EXPOSURE
Represents the reasonable opportunity for advertising to be seen and read; common to all media.

EXPRESSWAY
Limited access roadways with a speed limit of 55 mph or more. Parking is prohibited.

EXTENDED SERVICE
Method of adjusting a loss of service by exposing the advertiser's message beyond the period specified in the contract.

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

EXTRA SERVICE
Method of adjusting for loss of service by posting additional panels beyond the number specified in the contract. In the case of bulletins, a mutually agreed upon substitute location may be offered.