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

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

A) billboards and transit advertisements cannot be targeted geographically.
B) there are fewer blimps than there are billboards and transit advertisements.
C) blimps featuring video and changing messages provide a higher degree of interactivity.
D) billboards and transit advertisements are considered poor media for generating awareness.