It depends on the investor.
An example: You buy a call on 100 shares of Acme at a $20 strike price, and you pay a $1 per share premium for it. Your intent is to make $100 profit, and to do so you'll have to sell the stock for at least $22 per share plus whatever your broker's commission is--if you have a broker that charges $10 for stock sales and $20 for exercising calls, you'll have to sell the stock for $22.30 per share to make your $100 profit.
If you are selling call options on stock you own (covered call) then there are two returns to think about: return-if-flat (meaning stock doesn't change between today and the option's expiration), and return-if-called (the return if the stock is called away from you). There are tools available to calculate both of these (see www.borntosell.com).
Risk, efficiency and expected returns.
Producers' expected returns on their business investments
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the underdog
Call options allow you to always buy the underlying stock at its strike price before expiration no matter what price the stock is in future and is therefore bought when the underlying stock is expected to go UP. Put options allow you to always sell the underlying stock at its strike price before expiration no matter what price the stock is in future and is therefore bought when the underlying stock is expected to go DOWN. As such, which one has greater potential depends on the prevailing market condition and your general outlook on the trend of the underlying stock. Generally, call options would have more appreciation potential in a bull market and put options would have more appreciation potential in a bear market.
Returns.
A rhetorical question
You simply press start, select options, then you enter the code.
Call options are heavily traded when market sentiment is generally bullish. The higher call options trading at least tells you that options traders are bullish on the overall market.
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Elm Tree House
Call options allow you profit when the price of the underlying stock goes up. So you would buy call options when you wish to profit upwards and sell call options when you wish to profit sideways or downwards.