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Glossary

Campaign

A specific coordinated advertising effort on behalf of a particular product or service that extends for a specified period of time.

Car card

Transit advertisement in or on a bus, subway, or commuter train car.

Carryover effect

The residual level of awareness or recall after a flight or campaign period, used to plan the timing of schedules.

Cash discount

A discount, usually 2 percent, by media to advertisers who pay promptly.

Chain

A broadcast network; also, a newspaper or magazine group of single ownership or control.

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