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Question 96

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Founded in 1933, it is the primary source of out-of-home audience information.

exclusionary zones

The audience measure for outdoor that is calculated based on a 24-hour traffic count equaling 36,000.

public service

Local companies that arrange to lease, erect, and maintain the outdoor sign as well as to sell the advertising space on it.

nontraditional, place-based

Reason for partnerships formed by the OAAA with organizations such as the National Center for Missing and Exploited Children and The Advertising Council.

April 1999

One of the major trends in the out-of-home industry that may lead to more large national and regional advertisers choosing this medium.

Lady Bird Bill

The OAAA through its Code of Advertising Principles asked its members to establish these, which limited the number of billboards in a market that carry messages about products that cannot be sold to minors.

alternative out-of-home

Used to announce the Boston Tea Party and report the Boston Massacre.

plants

When an agreement was reached between 46 state attorneys general and major tobacco companies that banned outdoor advertising of tobacco.

traffic audits

Passage of this restricted placement of outdoor signs along interstate highways and instituted stiff penalties for states that failed to control signs within 660 feet of an interstate highway.

broadsides

A category of outdoor advertising that includes a variety of formats intended to attract attention when people are engaged in some specialized activity, including parking their car or attending a sporting event.

less than 10 seconds

A growing segment of the spectacular category, it is a type of outdoor advertising that is a throwback to Roman times and gave outdoor advertising its start.

DEC

The basic measure of outdoor audience research, its adoption also addresses the issue of outdoor's unique terminology.

consolidation of ownership

The primary measure of potential audiences for outdoor advertising, it give advertisers an idea of the numbers of people in a market who pass their displays.

TAB

Estimate of just how long the average person sees most signs.

planter boxes

Considered a type of out-of-home media, it includes everything from airborne to postcards, from cinema to trash receptacles.

wallscapes or wall mural

gross rating point