SCENARIOS Purgatory-Durango

question 16

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 advertising campaign is based on which type of advertising appeal?

• A) profit motive
• B) fun and pleasure
• C) fear
• D) convenience
• E) admiration

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Definitions:

Independence

The state of being free from outside control or not depending on another's authority.

Goal Setting

The process of identifying specific, measurable, achievable, relevant, and time-bound objectives that guide your actions and decisions.

Strategies

Comprehensive plans or sets of tactics designed to achieve specific goals or solve particular problems.

Interventions

Actions or processes introduced to improve a situation or address a problem, often used in health, social care, or educational settings.