Solved

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

question 67

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.Purgatory's ads are designed to communicate with the "Average Joe" or the middle of the ski market.What is the name for the specific communication task that should be accomplished for this target market during a specified period of time?

Definitions:

Existing Information

Previously gathered or known data and knowledge that can be used for analysis, decision-making, or reference.

Quantitative Research

A method of research that focuses on obtaining data through numerical measurement and statistical analysis.

Survey

A research method that involves collecting data from a predefined group of respondents to gain information and insights on various subjects.

Public Relations Campaign

A strategic communication process that builds mutually beneficial relationships between organizations and their publics.