SCENARIOS Purgatory-Durango

question 107

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.The ad copy in the "Movie Star" print ad could be considered as an example of which major type of advertising:

• A) advocacy
• B) comparative
• C) institutional
• D) product
• E) pioneering

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Definitions:

Migration

The movement of people from one place to another, often from one country to another, for reasons such as employment, education, or escape from conflict.

Wage Rate

The amount of compensation or payment given to an employee for work performed, typically expressed as a rate per hour or piece.

Zinnia

A genus of plants of the sunflower tribe within the daisy family, known for their vividly colored flowers.

U.S. Census Bureau

A principal agency of the U.S. Federal Statistical System responsible for producing data about the American people and economy.