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

question 128

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.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 Slate." The series of ads,taken together,represent which of the following?

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

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Definitions:

Negative Reinforcement

A behavioral concept in which the removal of an aversive stimulus strengthens or increases the likelihood of a response.

Behavior

The actions or reactions of an individual or group in response to external or internal stimuli.

Health Belief Model

A mental construct designed to predict and explain the health actions of individuals by examining their beliefs and attitudes.

Adherence

Compliance or following prescribed guidelines, especially in healthcare or medication regimens.