Scenario 9-5 John Deere and Company Has Manufactured Farm Equipment for Many

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
-(Scenario 9-5) Managers at John Deere would like to better understand the cost implications of advertising on the Internet. Phat Chance's staff media researchers prepared a presentation using four national traditional media placements to compare. While the Banner Ad CPM fell somewhere less than the cost of top 10 market newspapers and magazines but potentially more than television, Phat Chance pointed out the immeasurable advantage offered by the Banner Ad's

A) capacity for blanketing the world of online consumers with the John Deere brand
B) ability to deliver highly desirable, highly segmentable and highly motivated audiences
C) quick-change ad options if the marketing team changes its mind about the creative
D) subversive ability to insert the ad into interactive situations where consumers don't expect to see an ad

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