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)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 10 market newspapers and magazines; however,it is higher than television.Visualizers points out that the advantage offered by the banner ad is its:

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)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 10 market newspapers and magazines; however,it is higher than television.Visualizers points out that the advantage offered by the banner ad is its:

Quizplus · Accepted Answer

The advantage offered by the banner ad is its ability to deliver to a highly desirable, segmented, and motivated audience. This means that the cost of advertising on the Internet may be justified by the targeted audience that can be reached through banner ads. Blanketing the world of online consumers or the ability to make quick changes to the ad may not necessarily justify the cost. The ability to insert itself into interactive situations where consumers don't expect to see it is also not a convincing reason to choose banner ads over other traditional media placements.

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