SCENARIOS Purgatory-Durango

question 47

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.Purgatory's ads are designed to communicate with the "Average Joe" or the middle of the ski market.The specific communication task that should be accomplished for this target market during a specified period of time is called a(n) :

• A) advertising objective
• B) marketing mix
• C) media schedule
• D) advertising life span
• E) media profile

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Definitions:

Mental Health Parity

The equal treatment of mental health conditions and substance use disorders in insurance plans compared to physical health ailments.

Psychiatric Medication

Medicines used specifically to alter chemical levels in the brain that impact a person's mood and behavior, used in the treatment of mental health disorders.

Employee Assistance Program

A work-based intervention program designed to assist employees in resolving personal problems that may be adversely affecting their job performance, health, and well-being.

Outpatient Counseling Center

A healthcare facility where individuals receive mental health services, including therapy and counseling, without being admitted overnight.