Scenario 10

question 136

Multiple Choice

Scenario 10.1 Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
Refer to Scenario 10.1. Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguishes online media from traditional marketing, namely

• A) addressability.
• B) interactivity.
• C) accessibility.
• D) connectivity.
• E) control.