Advertising Agency - An independent business organization that creates, prepares, and places advertisements in various media for its clients.

Approach - The distance measured along the line of travel from the point where an advertising unit first becomes fully visible to the point where the copy is no longer readable.

Back-to-Back - Billboard faces erected on one structure facing in opposite directions.

Bleed - Display area, which extends beyond the Live Copy Area, often to the edge of the finished size.

Co-Op - The sharing of advertising costs between a manufacturer and distributor or dealer.

Copy - Artwork displayed on a billboard.

CPM - Cost per thousand - the cost of reaching one thousand advertising exposure opportunities in a market.

DEC - Daily effective circulation - the estimated number of persons passing an outdoor location on an average day.

Design - Artwork and text that constitute an advertisement.

Directional Signs - Billboards showing locations and directions to nearby restaurants, lodging, local attractions, real estate developments, etc.

Eight Sheet - see Junior Display

Face - The surface area on an outdoor unit where advertising copy is displayed.

Facing - The direction a billboard display faces. For example, a north facing display will be viewed by southbound traffic.

Highway Beautification Act - Federal billboard legislation sometimes called the HBA, or Lady Bird Johnson Act, passed in 1965. The HBA mandates state billboard controls on Interstate, Federal-Aid Primary highways and the National Highway System.

Illuminated - A billboard with lighting that provided nighttime illumination of the advertisement, usually from dusk until 2:00 a.m.

Impression - The number of people who have an opportunity to see an ad in a given period of time.

Junior Display - 6' x 12' billboard face.

Monopole - Billboard frame structure mounted atop a single steel pole or column.

Poster Display - 12' x 24' billboard face.

Target Audience - The profile of the most desired consumer prospects for a product or service.

Traffic Count - The recording of the vehicles passing a given point.

Wallscape - Murals painted or attached directly onto the exterior of a building.