Scenario $14-4$

Optima 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 equipment such a palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It aimed for a nine percent profit from Internet sales by the end of next year.

$($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. The banner ad CPM falls somewhere below the cost of the top io 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 insert itself into interactive situations where consumers don't expect to see it$.$

c$.$ ability to build curiosity which can then lead to positive brand attitude.

d$.$ quick$-$change option that allows marketers to make changes to the creativity of the ad$.$