HOT AIR: For some merchants, blimps and...

HOT AIR: For some merchants, blimps and balloons are the latest advertising gimmick (B1). But the sky’s no limit, judging by other advertising trends on the horizon. Expect more on-screen ads in movie theaters and home videos, says Carol Rodriguez of the Murphy Organization, an Oxnard ad agency. “Some people get offended,” Rodriguez said. “But from the advertiser’s standpoint, you’re still getting a subliminal message. You’re still getting a reaction.”