$($Scenario $14-4)$ 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. While the banner ad CPM falls somewhere below the cost of the top $10$ market newspapers and magazines but higher than television, Visualizers points out the immeasurable advantage offered by the banner ad is its

ability to insert itself into interactive situations where consumers don't expect to see it$.$

ability to deliver highly desirable, segmentable, and motivated audiences.

capacity for blanketing the world of online consumers with the Optima brand.

quick$-$change options if the marketing team changes its mind about the creative.