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

question 29

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 discussed above is an example of which executional style?

Definitions:

Eligibility Requirements

Criteria that must be met in order to qualify for a specific program, service, or status.

Nonexchange Transactions

Transactions where an entity receives value without directly giving or promising equivalent value in exchange.

Reimbursement

Compensation paid to someone for out-of-pocket expenses they have incurred.

Internal Service Fund

A proprietary fund in governmental accounting used to account for the financing of goods or services provided by one department to other departments on a cost-reimbursement basis.