Scenario 14-4 Optima Artistic Tools Has Manufactured Art Supplies in the Boston

Scenario 14-4
Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as 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.Optima has set a goal of 9 percent 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.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

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

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