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SCENARIOS Purgatory-Durango

question 15

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-Durango's advertising slogan is most consistent with which major type of advertising:

Definitions:

Appraisals

Evaluations or judgments about the significance of an event as it relates to one's well-being.

Evolutionary Psychology

Discipline that seeks to apply principles of natural selection to understand the causes of human behavior.

Social Isolation

A state in which an individual lacks a sense of social belonging, true engagement with others, and a robust social network, leading to various negative health outcomes.

Adaptive Behavior

Behaviors or skills that enable an individual to meet cultural or social standards, contributing to their personal independence and social responsibility.