At very large firms, advertising campaigns are likely to be performed by a(n) ___________________ __, while in small firms advertising campaigns are more likely to fall under the responsibility of ___________________ _.
A) experienced individual; an advertising agency
B) advertising agency; advertising department
C) advertising agency; one or two individuals
D) advertising department; one or two individuals
E) experienced individual; an advertising department
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. 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
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