E
Efficiency- The degree of value delivered by an audience relative to the cost of the advertising space. Usually expressed in cost-per-thousand (CPM).
Eight-Sheet (Poster Panel)- A 5' x 11' poster panel generally placed for exposure to pedestrian as well as vehicular traffic. Frequently used in densely populated urban areas as well as suburban shopping areas and point-of-purchase locales.
Exposure- A potential seeing of an advertising message.
Expressway- Limited access roadways, usually with speed limit of 55mph.
Extension- The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure. Added costs are normal practice for the use of extensions but are typically worth the added expense as they make your ad stand out.
