Definitions, Abbreviations and Jargon - Association of Advertisers in ...

Kiosk
Electronic devices that are installed to be used by general public. They are usually
designed for a specific purpose for example automated travel information at train
stations etc. See Touch Screen.
Last Issue Readership
Estimate of the number of people who claimed to read or look at any issue of a
publication during its Last Issue Period (e.g. "yesterday" for a daily, "last week" for a
weekly, "last month" for a monthly, etc.). Last Issue Period is also known as Last
Publication Period. See AIR and Recent Reading.
Last Issue/Publication Period
See Last Issue Readership.
Latency
Latency and bandwidth are the two factors that influence the speed of Internet
connection. Latency refers to the amount of time it takes for data to move across a
connection. See Bandwidth.
Late Peak
In TV, a Daypart that is normally defined as running from 20:00 to 23:00
Late Night
In TV, a Daypart that is normally defined as running from 24:30 to 05:59
LCD
Abbreviation of liquid crystal display. This technology is used in many items such as
mobile phones, watches and computers and is used to display information on a screen.
Lenticular
A printed image (or poster site) that shows depth or motion as your viewing angle
changes.
Lifestyle Research
The investigation of the impact that people's lifestyles have on their attitudes and
behaviour.
Lifestyles
Psychographic Groups created with advertisers' needs in mind. Most are based on
Cluster Analysis of quantitative Attitude Research.