Scenario 11-6 Lightships Are Blimps Designed to Be Used as Marketing and Marketing

question 23

Multiple Choice

Scenario 11-6
Lightships are blimps designed to be used as marketing and observational tools. Like many blimps, they have state-of-the-art camera platforms that have provided aerial shots of such events as the U.S. Open tennis tournament, the grand opening of EuroDisney, and many NASCAR races. In addition, lightships also provide what is claimed to be a unique advertising opportunity. The hull of the blimps can be used to display a 32-color image. At night, the entire hull and banner area can be internally lit for extremely dramatic nighttime displays. Companies such as Kraft foods, Budweiser, Goodyear, Monster.com, McDonald's, and Reebok have used lightships as part of their advertising efforts.
Marketers of the lightships say that lightships can be used as a support vehicle or as a primary advertising vehicle. There are currently sixteen lightships operating across three continents. (www.lightships.com/info.html)
-(Scenario 11-6) Most advertisers would consider lightships to be a support medium. This is because

• A) lightships are supported solely by advertising expenditures
• B) messages on the lightships function to expand on messages being delivered by other media.
• C) the messages on the lightships are supported by independent physical structures.
• D) messages on the lightships function to reinforce advertising messages being delivered by other media.

---

Definitions:

Puerto Rico

A Caribbean island and unincorporated U.S. territory with a rich cultural history and diverse heritage.

John Quincy Adams

John Quincy Adams was the 6th President of the United States (1825-1829) known for his strong stance on foreign policy issues, support for the abolition of slavery, and as a formidable diplomat.

Indian Tribes

Indigenous peoples in various regions, recognized for their distinct cultures, languages, and traditions, often referenced in the context of North America.

Annex Canada

The historical idea or proposal for the United States to incorporate Canada into its territory, a concept that has been present at various times but never realized.