Q Background Information “Have you seen this?” Adriane Carpenter asks you. You look at a report she has on her desk. “I have,” you say. It’s a Pew survey on senior citizens and technology. “Listen to this: more than half of adults age 65 or older are online. A third use social media, like Facebook or LinkedIn. Seven in ten seniors own a cell phone. That’s up from 57 percent,” Adriane says. Adriane is your supervisor at Genie Cellular, a cell phone service provider, where you’re a marketing intern. “Look at this,” she says, turning on a projector which displays a screen from Great Call, a competing cell phone provider. “These guys are clobbering us. The stuff they’ve got for seniors—the phones, the app, the plans, even the site—what are we going to have to do to get some of this?” “I’ll look at the site to see what they’re doing,” you say. You go back to the office and pull up Great Call. Adriane was right: everything about the site is designed to appeal to the interests of a single population: baby boomers, now in their sixties and seventies. Go to GreatCall.com and examine their website. Your assignment: 1. What techniques for appealing to the needs and interests of its audience does this site demonstrate? 2. Discuss the organization and design of the site, its use of graphics, and its writing style