Joe Average Is "A-OK" with the Purgatory-Durango Ski Resort

Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors such as Whistler and Banff,the southwestern Alberta resort has poured its meagre 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 colour 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 Lake Louise.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 "Movie Star" ad is only one of a series of ads that focus on a common theme,"You Don't Have to Be Cool to Ski Purgatory." What do the series of ads,taken together,represent?

A) the promotional plan
B) the marketing mix
C) the advertising campaign
D) the media schedule