1. The first paragraph of a news article should answer the questions who, what, where and when. List the who, what, where and when of this news item. (NOTE: The remainder of a news article provides details on the why and/or how.)

2. How did the fashion “influencers” invited to Palessi’s grand opening respond to the Palessi shoes? Be specific.

3. How did they react when told it was a fake store and the shoes were actually Payless brand?

4. What was Payless’ goal for fooling fashion influencers?

5. How will Payless use the video from the event?

6. What do you think of this strategy?