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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.The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels.Educators are asked to register online with further information about their needs.This is an example of
A) addressability.
B) interactivity.
C) accessibility.
D) connectivity.
E) control.

Question

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Addressability refers to the ability of a company to identify customers before they make a purchase. In this scenario, Disney asks educators to register online, which allows Disney to gather information about their needs and preferences, thus demonstrating addressability.

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