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

Question

Quizplus · Accepted Answer

The missing characteristic is interactivity, which refers to the ability of customers to directly communicate with the company. The other options have been covered by the Disney website, such as addressability (the ability to identify and track individual customers), accessibility (the ability to access the website from various devices), connectivity (the ability to link to other websites and social media), and control (the ability for customers to customize their experience on the website).