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Scenario 3-3 In Late 2004 a High-School Teacher Created the First Strictly

question 55

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Scenario 3-3
In late 2004 a high-school teacher created the first strictly consumer produced advertisement, paying homage to Apple's iPod mini. It turned out to be a phenomenal hit. Since then advertisers have gotten on board and encouraged consumers to submit ads to them. In 2007 four consumer-created ads aired on the Superbowl. They included an ad for Firefox, an open-source web-browser that received 280 entries. The wining entry featured a girl who talks about surfing and then declares "My other browser is a surfboard." When General Motors requested ads for the new Chevy Tahoe was deluged with sharp anti-SUV ads from environmentally sensitive consumers. Nevertheless, letting consumers play the ad game often means that a small investment brings big buzz.
-(Scenario 3-3) The new agency for GM's Tahoe may begin to use the new media to attract an ever-growing target market of young people, but is aware that this generation may question the environmental impact of the Tahoe. They plan to elicit these consumers' comments on how the next model of the Tahoe could be more environmentally friendly in order to begin building positive brand awareness. How could they reach them best?

Definitions:

Culturally Trained

Refers to having acquired knowledge, skills, and attitudes that facilitate understanding and respect for different cultures.

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Pertaining to the mind or mental processes affecting behavior and well-being.

McGill Pain Questionnaire

A tool used to measure pain quality and intensity, allowing patients to describe their pain experience through a series of descriptive words and visual analog scales.

Ronald Melzack

A Canadian psychologist known for co-developing the Gate Control Theory of pain, which revolutionized understanding of pain mechanisms.