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Joe Average Is "A-OK" with the Purgatory-Durango Ski Resort

question 86

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Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors such as Whistler and Banff,the southwestern Alberta resort has poured its meagre marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page colour ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says,"We are Purgatory-Durango,not Lake Louise.And this is John Taber-not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango-No.1 in Grooming."
-Refer to Purgatory-Durango.The ad copy in the "Movie Star" print ad could be considered an example of which major type of advertising?

Definitions:

Demand Curve

A graphical representation showing the relationship between the price of a good and the quantity demanded by consumers at various prices.

Poultry Prices

The cost per unit of domesticated birds, such as chickens, turkeys, and ducks, used for meat or egg production.

Beef

Refers to the meat from cattle, often considered in economic terms for its role in the food industry, market dynamics, and trade.

Supply And Demand

The relationship between the availability of a good or service and the desire for it among consumers, largely determining its market price.