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. The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media. They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques, and add their own suggestions. Generating this type of social interaction around Optima products will involve creating:
a. an Internet presence.
b. integration with television marketing campaigns.
c. a mobile marketing plan.
d. consumer engagement through interactivity.
Question 2
Torque, a car manufacturer, aims to make its slogan Burn Rubber known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque. Torque has a large number of people who think that they have the best cars in the industry. They think of them whenever they need to buy a car. This is an example of .
a. brand loyalty
b. cognitive dissonance
c. variety seeking
d. stratification
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