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Yount, P.J. Measure 9 : Oregon's 1992 anti-gay initiative, 1997:
leaf 1 (measure on the ballot) leaf 4 (initiatives; ballot measure)
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Wikipedia, Nov. 4, 2005
(a referendum (plural: referendums or referenda) or plebiscite is a direct vote in which an entire electorate is asked to either accept or reject a particular proposal; certain kinds of referendums are referred to as: ballot measures or propositions)
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Ballot initiatives : the ins and outs of getting an initiative on the California ballot, 1999.
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Google search, Dec. 4, 2014
(438,000 hits on "ballot initiatives")