Joe Average Is "A-OK" with the Slate Mountain Ski Resort

question 76

Multiple Choice

Joe Average is "A-OK" with the Slate Mountain ski resort.Rather than try to keep up with big-budget competitors like Banff and Lake Louise,the southeastern B.C.resort has poured its meager 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 Slate." "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.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Slate,not Whistler.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 Slate Mountain." 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: "Slate Mountain-No.1 in Grooming."
-Refer to Slate Mountain.Slate Mountain's advertising slogan is most consistent with which major type of advertising?

• A) focused
• B) institutional
• C) competitive
• D) pioneering

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Definitions:

Business Strategy

A plan of action designed to achieve a long-term or overall aim within the business environment, guiding decision-making and resource allocation.

Behavioral Perspective

An approach in psychology focusing on the study of observable behavior and its environmental determinants.

Strategic Management

The process of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its objectives.

Value Statement

A declaration that outlines an organization's core beliefs and principles, guiding its behavior and decision-making.