SCENARIOS Purgatory-Durango

question 25

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 LeBlanc's Pecan Company.The LeBlancs focused their campaign on reasons why customers should shop at their store.This is an example of _____ advertising:

• A) comparison
• B) objective
• C) format
• D) execution
• E) appeal

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Definitions:

Parental Awareness

The degree of knowledge and understanding a parent has about their child's needs, activities, and well-being.

Sex Education

The process of acquiringinformation and forming attitudes and beliefs about sex, sexual identity, relationships, and intimacy.

Social Norms

The unwritten rules that dictate the acceptable behavior within a society or group, influencing individual behavior and social interactions.

Identity Aspects

Various characteristics or features that make up an individual's sense of self.