Finding consumers in the sweltering summer

06/20/2005 | Advertising Age (tiered subscription model)

As a marketing ploy, hiring a plane to trail a banner above a beach may seem small time, but in fact the number of impressions might make some cable TV advertisers jealous. Aerial banners can reach upward of three-quarters of a million bathers on Lake Michigan, a half-million on the New Jersey shore and well over a million sun worshippers along the beaches around Los Angeles.

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