The Jan 35 puts are going for 3.60 X 4.0. If I sell 10 puts on the stock for, say, $3.80, I receive $3,800 (before commissions) for my willingness to buy the stock at 35 for about 7 weeks' time. I can hold two beliefs about CIMA at this point:
First, that CIMA will be north of 40 soon and for the duration. Therefore, the premium is mine.
Second, that CIMA might fall below 35 during the time period, at which point I am perfectly happy to be a buyer of CIMA at 31.20 (35 - 3.80).
If you're bullish on a stock, and right, the best money you can make is to write options (sell options) on it.
Only problem with this is your stock will be stucked there for a while as well your available cash. If you tend to think this stock is heading north, why don't you take the chance & load up the call. All technical indicator is pointing up til Friday. Don't just limit yourself to the premium.