Author Question: A heatmap helps visitors understand the layout of a website. Indicate whether the statement is true ... (Read 57 times)

mckennatimberlake · **on:** Jun 28, 2018

A heatmap helps visitors understand the layout of a website.

Indicate whether the statement is true or false

Question 2

Compare and contrast the concepts of individualization and interactivity.

jesse.fleming · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

F

Answer to Question 2

Individualization and interactivity are key features of the Internet and of advertising in that medium. Individualization refers to the fact that the Internet user has control over the flow of information. This feature leads, in turn, to the ability to target advertisements and promotions that are relevant to the consumer. Interactivity, which is intertwined with individualization, allows for users to select the information they perceive as relevant and for brand managers to build relationships with customers via two-way communication.