Scenario 17-3
Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.
-(Scenario 17-3)A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies,as well as all the efforts that its employees are making in order to make the stay so wonderful.In effect,the consultant is recommending that the lodge make _________ the final goal of their campaign,since it would make all the efforts even more effective.

Question

Scenario 17-3
Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. 
-(Scenario 17-3)A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies,as well as all the efforts that its employees are making in order to make the stay so wonderful.In effect,the consultant is recommending that the lodge make _________ the final goal of their campaign,since it would make all the efforts even more effective.

Quizplus · Accepted Answer

The public relations consultant is recommending that the lodge make "integration" the final goal of their campaign, meaning that all advertising, promotional, and employee efforts should be coordinated and integrated in order to make them more effective. This will ensure that the campaign is not working against other efforts and that all efforts are working towards the same goal.

Scenario 17-3 Trapper's Lake Lodge Is a Rustic Hotel Situated on a on a Large