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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 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.

Question

Quizplus · Accepted Answer

The missing characteristic in this scenario is interactivity, which refers to the ability for customers to communicate directly with the company through the website. The other options, such as addressability and connectivity, are not necessarily missing from the website as they do not relate to customer communication.

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