SCENARIOS Purgatory-Durango

question 49

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 Tambrands Inc.The Satin Touch ad discussed above is an example of which major type of advertising:

• A) pioneering
• B) institutional
• C) advocacy
• D) parity
• E) comprehensive

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Definitions:

Price Ceiling

A government-imposed limit on the price charged for a product or service, intended to prevent prices from rising above a certain level.

Housing

Structures and buildings that are used as homes, providing shelter and living spaces for individuals and families.

Supply Curve

A graphical representation showing the relationship between the prices of goods and the quantity that producers are willing to supply at those prices.

Quantity Supplied

The level of goods or services that producers are eager and capable of selling at a determined price.