R
Reach- The number of people potentially exposed to an ad expressed as a percentage of population.
Regular- Unilluminated billboard or other structure.
Renewal Paper- Replacement posters used if original posters are damaged during display or are used if the ad continues beyond the initial term. Advertisers typically produce 15% more paper than they need for insurance.
Repaint- A second set of artwork to replace the first set sometime during the display period.
Repetition- The average number of times each person is exposed to an advertisement. Also known as "frequency."
Reposting Charge- An additional fee for changing artwork during a given display period.
Riding the Showing- A physical inspection a market to see the billboards and evaluate them after they have been posted.
Rotating Bulletin- A type of campaign where the billboard moves from location to location at set intervals. This increases the reach of a campaign, covering more of the market for the same pounds as one permanent location billboard.
