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

question 21

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) The use of a lightship is expected to deliver better results than the use of other out-of-home media, such as billboards and transit advertisements, because

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Modern Economies

Economic systems that are characterized by complex financial markets, significant levels of investment in technology, and interconnected global trade relationships.

Specialized Skills

Abilities or expertise in specific fields that individuals acquire through education, training, or practical experience.

Specialization and Exchange

The economic strategy where individuals or groups focus on the production of limited kinds of goods to trade for other goods.

Net Exports

The value of a country's total exports minus its total imports; a positive number indicates a trade surplus, while a negative number indicates a trade deficit.