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.