Use the Following to Answer the Questions

question 144

Multiple Choice

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 also connect 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 9.1.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 distinguish online media from traditional marketing,namely

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

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Definitions:

Incremental Gain

Small, gradual improvements or advantages gained over time.

ROI

Return on Investment, a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of several investments.

Display Ad

A form of online advertising that incorporates text, images, or video within a designated space on a website or social media platform.

Statistical Analysis

The collection, examination, interpretation, and presentation of data to discover underlying patterns and trends.