Final answer:
Increase sales, Nadine should consider updating the company's website (option A) for a strategic and contemporary approach to advertising that leverages digital channels for global outreach and brand consistency.
Step-by-step explanation:
The question revolves around which project Nadine, a director of marketing for an international athletic footwear manufacturer, should choose to increase sales with her available budget. The options presented are an update to the website, billboards on highways, a newspaper ad, or distributing mugs with the company logo. Considering modern trends in advertising practices, a website update would be a very strategic move. This is because a website can reach a global audience and provide a platform for e-commerce, which is increasingly important in a digital-first marketplace. Moreover, a modern and responsive website can be a key part of a synergistic advertising strategy, allowing for consistent branding across various platforms.
Given that today's attention economy demands strategies that integrate various platforms to repeat and reinforce the advertising message, a website update may offer the greatest potential for impact. This kind of approach is highlighted by Naomi Klein's discussions on corporate power and branding in her text, No Logo, as well as the concept of synergistic advertising where consumers encounter consistent brand messaging across different mediums. Additionally, interactive and updated websites can cater to various aspects of product advertising, from providing detailed product information to harnessing the power of social media sharing.