Solved

SCENARIOS Purgatory-Durango

question 107

Multiple Choice

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado 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 Purgatory." "Movie Star," the title of a full-page color 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 Telluride.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 ad copy in the "Movie Star" print ad could be considered as an example of which major type of advertising:

Definitions:

Founder

An individual who establishes or initiates the creation of an organization, company, or movement.

Nature/Nurture Debate

The ongoing discussion regarding the relative contributions of genetic inheritance and environmental factors to human development.

Vocational Issues

Concerns related to career choices, job satisfaction, and the impact of work on an individual's life and identity.

Auditory Hallucinations

Perceptions of hearing noises or sounds, such as voices, music, or ringing, in the absence of external stimuli.