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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.
The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media. They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques, and add their own suggestions. Generating this type of social interaction around Optima products will involve creating:
a. an Internet presence.
b. integration with television marketing campaigns.
c. a mobile marketing plan.
d. consumer engagement through interactivity.
Answer
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