Problem
Answer the following 6 questions after reading the video backgrounder and watching the PBS video The Merchants of Cool found in Module 1.
A. Give two reasons why corporate America has targeted teenagers.
B. To what extent is a typical American teenager exposed to advertisements? Give examples.
C. What does "cool hunting" mean?
D. How do cool hunters work? How do their techniques relate to what you have learned about marketing?
E. According to Douglas Rushkoff, "the paradox of "cool hunting" is that it kills what it finds." Why?
F. What does "under-the-radar" marketing mean?