CELL PHONE MINI CASE: Hype Mobile is a Korean cellular phone manufacturer that has significant market share in the United States and was the first to introduce camera phones to the US market. Its most recent advertising campaign showed three of its phone models and three people in different clothing fashions and asked readers to match the phone with the caller. In order to reach its hip, young, always-on-the-go target market, Hype placed these ads in bathroom stalls in trendy metropolitan night clubs. Mobile Power, Hype's leading competitor, tried to downplay Hype's trendy reputation by offering consumers a 7-day money-back customer satisfaction guarantee and a 2-year warrantee on its phones, advertising its products as "mobile tools that are more than just hype." In the CELL PHONE MINI CASE, Hype's advertisements engage the attention of audiences by playing on their need for .