A

Allotment – The number of units required to achieve a desired GRP level in a market.

Approach – The total distance measurement 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.

Arterial or Arteries – The major secondary streets of a city (not freeways) where speeds are usually lower. An arterial road or arterial thoroughfare is a high-capacity urban road. The primary function of an arterial road is to deliver traffic from collector roads to highways or national roads, and between urban centres at the highest level of service possible.

Artwork – The visual image of an ad, to scale, that will eventually be posted on a billboard or other advertising structure.

Availability – Advertising space in a specific location for a set site, available for sale at a given time.

A-Type bus shelter – A metal structure bus shelter advertising space, using vinyl printing, on non-illuminated bus shelters, strategically located along busy streets in major metropolitan areas, along set bus and taxi routes, providing exposure to pedestrian and vehicular traffic.

Added Value or AV – describes the enhancement a company gives its customer generally by extended the duration of the campaign, but not limited to this, at no additional cost to the customer.

AMPS – All Media and Products Survey Branded. AMPS is a term that was introduced to use for marketing purposes when the SAARF Board decided to allow SAARF to market the product to users that were prepared to pay for it. It must be stressed that the self-completion questionnaire (sometimes referred to as Branded AMPS) is an integral part of AMPS.