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Outdoor Solar Lights At Target
Out of Home Advertising Terminology (p-z)
Photocell
-Photoelectric cell; the light-sensitive component within a photosensor. The actual device might be a photodiode, a phototransistor, or a photoconductive cell. It is important to make a distinction between a photocell and a complete photosensor device. A photocell might be any device in which light controls the electron emission from a cathode, the electrical resistance of an element, or the electromotive force produced by a cell; it is usually incorporated in an electric circuit and used in mechanical devices such as door openers or home outdoor night lights.
Placed-based media
-A form of alternative out of home media. Place-based media displays include but are not limited to: shopping carts, ball games, bicycles, beaches, planes, and theatres.
Plant
-All the outdoor advertising units in a market that are operated by a single company. Sometimes the term refers to the outdoor company itself.
Plant operator
-An out of home media company operating advertising displays in a certain market.
Posting date
-The date when a poster program is scheduled to commence. A five-day leeway is customary.
Posting instructions
-Detailed directions provided to an outdoor company by an advertiser or agency assigning specific copy to specific locations.
Printing overage
-Quantity of additional printed copy ordered incase of damage or replacement during the display period. Typically an overage is an additional 10-20% of the number of displays in the campaign.
Proof-of-performance
-Certification by an outdoor company that contracted advertising services have been rendered.
Quintile mapping
-A geographical map of a specific market indicating a certain consumer group broken out by quintiles. Each fifth of the population would be indicated by a different color or pattern.
Reach
-The approximate percentage of a target audience's population which will be potentially exposed to an advertising message at least once during a specified period of time. Reach is normally measured over four-week periods.
Refresh rate
-The number of times per second the screen is updated or "repainted." Depending on the video standard, the actual image is changed only 30 times per second for NTSC signal or 25 times per second for PAL. However, most LED systems use pulse-width modulation to generate the color levels, ad if the image were only "painted" once for every change, there would be a noticeable flicker on the display. A refresh rate of greater than 60 times per second will minimize the flicker. In general, LED displays should be refreshed at 120 times per second (120 Hz) or greater.
Regular unit
-An unilluminated advertising unit.
Reposting charge
-A charge incurred for reposting design changes on a structure before the end of the display period.
Row
-A horizontal line of pixels; in print graphics, a horizontal line on a table.
Satellite lighting
-Communication between an advertising display and an operator that can warn of problems, turn lights on and off, or in some cases change copy.
Saturation
-The color intensity of an image. A 100% saturated color does not contain any white; adding white reduces saturation. An image without any saturation is also referred to as a grayscale image.
Scroll
-A mode of message transition on an LED display where the message appears to move vertically across the display.
Sequence
-A group of two or more frames that may consist of words, graphics or animation that are grouped together under one name. It may range in size from a few frames up to an hundred or more.
Snipe
-An adhesive strip that is used to cover a portion of copy displayed on the unit.
Solar panels
-Technology currently used to light panels using solar power generated by photo-electric cells.
Street furniture
-Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside to impact vehicular traffic. Street furniture displays include, but are not limited to: transit shelters, newsstands/news racks, kiosks, shopping mall panels, and in-store displays.
Traffic audit
-The third party verification of traffic circulation in a market. Traffic audit information is used to calculate outdoor advertising DEC figures.
Traffic Audit Bureau (TAB)
-A third party provider of standardized and valid circulation measures for out of home media.
Traffic count
-The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the potential exposure of outdoor advertising structures. All counts are verified by the TAB.
Traffic origin
-Research which provides advertisers with information about the audience passing outdoor advertising displays, not just consumers in the immediate vicinity of the individual location. Collected license plate data are correlated with residence data and demographics to pinpoint the origin and destinations of person having potential exposure to outdoor advertising.
Transit displays
-Displays affixed to moving vehicles or in the common areas of transit terminals and station. Transit displays include but are not limited to: bus panels, taxi panels, airport panels, taxi panels, and mobile advertising.
Transition
-A visual effect used on an LED display to change from one message to another.
Travel
-A mode of message transition on an LED display where the message appears to move horizontally across the display.
Tri-color chip
-A discrete LED package containing the three colors (RGB) forming one pixel.
Tri-vision
-An outdoor unit with a slatted face that allows three different copy messages to revolve at intermittent intervals.
Unilluminated unit
-An outdoor unit that has not been equipped with lighting for nighttime viewing of the advertising message. The DEC for an illuminated unit is calculated using a 12-hour viewing period.
Wavelength
-The distance in a periodic wave between two points of corresponding phases. The LEDs wavelength determines its color.
About the Author
Jeff R. Lamb is the president of DOmedia. A former U.S. Air Force Captain, Jeff has a diverse background in real estate, technology and consulting. Additionally, Jeff has been the Chief Technology Officer for Computer Wizards, which he was also the founder, and Interactive Inc., and Northlich. Learn more at http://www.domedia.com/.
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