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

question 88

Multiple Choice

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 "Movie Star" ad is only one of a series of ads that focus on a common theme,"You Don't Have to Be Cool to Ski Purgatory." What do the series of ads,taken together,represent?

• A)the promotional plan
• B)the marketing mix
• C)the advertising campaign
• D)the media schedule

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