AudiO Corporation is a manufacturer of high-end audio recording devices and car stereo players. Its products are known for excellent craftsmanship and sound quality. The primary target market for the company is executives in the age group of 30 to 40. The company is in the process of reworking its media mix. It had traditionally relied on television to spread its message. However, with the advent of video-on-demand and DVR systems, ad-skipping has become common. Some managers in the decision-making team feel that the bulk of the advertising budget should be allocated to Internet advertising.
Which of the following, if true, would MOST seriously weaken the argument for using the Internet as the medium of advertising?
- Countries with restrictive regimes are yet to free this medium from controls over political content.
- Consumers are extremely frustrated with annoying pop-up ads that affect the quality of browsing.
- Studies show that customers tend not to notice Internet ads that are not intrusive in nature.
- The interactive capabilities of Internet ads are rarely being used in a creative manner.
- People who are online are also known to engage in media multi-tasking.