Preston works in the communications division of a large toy manufacturer. Recently, his company was forced to issue a nationwide recall after it was discovered that lead paint had been used on some of the toys. The news has spread like wildfire, and rumors have begun to replace facts. Preston has been constantly busy answering questions from the media, assuring the public that it was taking appropriate action, fielding calls from government officials, and more. He has come up with a statement acknowledging the incident on the corporate Facebook page and its website. He is also helping the CEO craft a response. Preston has learned the difficult lesson that
A) government regulators always fine firms when they have to issue a massive recall.
B) managers spend more resources responding to negative word of mouth than positive word of mouth.
C) it is impossible for managers to develop an adequate response to a major crisis event.
D) the company's response will not be able to quell the misinformation regarding a crisis event.
E) it is impossible to develop a crisis management plan because nobody knows what crisis is going to hit.
Question 2
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. Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of
A) addressability.
B) interactivity.
C) accessibility.
D) connectivity.
E) control.
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