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 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.
-(Scenario 14-4)Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads.Optima will then have to pay only if a user visits the link.In this case,Visualizers is referring to the _________ model of advertising payment.

Question

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 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. 
-(Scenario 14-4)Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads.Optima will then have to pay only if a user visits the link.In this case,Visualizers is referring to the _________ model of advertising payment.

Quizplus · Accepted Answer

Pay-per-click (PPC) is the model of advertising payment where the advertiser pays only when a user actually clicks on their ad and visits their website. This is the model that Visualizers is recommending to Optima Artistic Tools for their banner ads. Option B (click-through) is not a model of advertising payment, but rather a term used to measure the effectiveness of an ad by tracking the number of clicks it receives. Option C (keyword bidding) and option D (paid search) are both related to search engine marketing and not relevant to the scenario provided.

Scenario 14-4 Optima Artistic Tools Has Been Manufacturing Art Supplies, in Boston