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Question
Scenario 14-4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.
Managers at Optima want to better understand the cost implications of advertising on the Internet. Visualizers' media researchers prepare a presentation using four traditional media placements to compare. The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however, it is higher than television. Visualizers points out that the advantage offered by the banner ad is its:
a. capacity for blanketing the world of online consumers with the Optima brand.
b. ability to deliver to a highly desirable, segmented, and motivated audience.
c. quick-change option that allows marketers to make changes to the creativity of the ad.
d. ability to insert itself into interactive situations where consumers don"t expect to see it.
Answer
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