Dictionary of Marketing Terms: car card
car card
form of transit advertising designed for display inside public conveyances, such as buses, trains, subway cars, and ferryboats, sometimes called baby billboards. There are two basic types: overhead, located above the windows, standard size 11" X 28" (although the width may be any multiple of 14), and bulkhead, found along the doors (usually in subways), standard size 21" X 33". Cards are sold in packages by full, half, and quarter showings -that is, the message is shown in all, half, or one-quarter of the vehicles in the particular transit system.
