Abbrevs

I don’t know if all industries are like this or if people in advertising are just very rushed, but they abbreviate everything here.

It’s not “Initial set-up” and “final set-up,” it’s ISU and FSU.

It’s not “Healthcare Provider,” it’s HCP.

And it’s not “Business Reply Card,” it’s BRC.

So when someone asked me “Is the HCP BRC in ISU or FSU?” I just stood there thinking, “WTF?”