Scenario 10

question 167

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. The Disney website is missing ____, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.

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

---

Definitions:

Latent Learning

Latent learning is a process where knowledge or skills are acquired subconsciously without immediate evidence of acquisition, becoming apparent only when a situation calls for their application.

Post Office

A post office is a public facility or service providing mail-related services such as sending and receiving parcels and letters, postal money orders, and other forms of correspondence.

Semester

A half-year term used in academic institutions to divide the academic year, typically into two main periods of study.

Conditioned Reinforcer

A stimulus that gains its reinforcing power through association with a primary reinforcer; also known as a secondary reinforcer.