The overall goal of the proposed study is to have the customer dimension- their attitudes and values- fully understood so that the possibility of messages directed towards them being effective is enhanced. This dimension is of particular importance when mission and major national programs are considered that require long lead times between their inception and their anticipated pay-off. The funding and support needed over a relatively long period of time with a substantial sense of experietial involvement. Those concerns have become the objectives of the proposed program.

Using contemporary techniques in strategic development, massage creation, and marketing communications the study team has proposed a program that is comprehensive and moves from benchmarking to evaluation of message impact. The proposed effort is staffed by a student team composed of graduate and undergraduate students selected from advertising and marketing disciplines all of whom share an interest in the NASA space efforts and the Manned Mars Mission.

2000 NASA Means Business Student Competition is sponsored by NASA and is administered by Texas Space Grant Consortium.